Heritage
A house, in its own words
Simone Legno, an Italian illustrator born in Rome, launched Tokidoki in 2005 after a series of sketches caught the attention of fashion entrepreneur Pooneh Mohajer and business partner Ivan Arnold. The trio built a brand around Legno’s stylised characters – a mix of kawaii icons, skulls and sci‑fi creatures – and quickly secured licensing deals with major retailers across Europe and Asia. By 2009 Tokidoki had opened flagship stores in Milan and Tokyo, cementing its cross‑cultural appeal. In 2014 the brand partnered with a fragrance house to develop a line of roll‑on scents, culminating in the 2016 release of Milk and Latte. Both scents were formulated to match the brand’s pastel aesthetic: Milk offers a soft, milky vanilla accord, while Latte blends coffee notes with a hint of caramel. The launch was supported by limited‑edition packaging featuring Tokidoki’s signature characters, reinforcing the link between scent and visual identity. Since then the fragrances have appeared in Sephora’s curated collections, giving the brand a foothold in the beauty sector. Tokidoki continues to expand its product range, collaborating with fashion houses, toy manufacturers and lifestyle brands while maintaining the original ethos of "cute with an edge" that Legno envisioned from his sketchbooks. The company remains privately held, with its headquarters in Milan, and reports steady growth driven by a loyal fan base that values both the visual and olfactory expressions of the brand. Tokidoki’s creative vision rests on the belief that imagination should be tangible. The brand treats each character as a narrative seed, encouraging fans to remix and reinterpret the motifs in their own lives. This philosophy extends to scent: Milk and Latte were conceived as olfactory extensions of the brand’s pastel world, designed to be instantly recognizable yet subtle enough for daily wear. Tokidoki emphasizes inclusivity, inviting collectors of all ages to engage with its products without pretence. The company also champions sustainability by selecting fragrance partners who adhere to EU REACH standards and by using recyclable packaging where possible. Transparency about ingredient sourcing and a commitment to cruelty‑free production underpin the brand’s ethical stance. In interviews, Legno has described the brand as a "visual playground" that should also stimulate the senses, a principle that guides every new launch, whether it be a plush toy or a scented roll‑on.