Beauty and wellness brand WA:IT announced the debut of two new fragrances, AKA and LUCE, at perfume exhibition Esxence 2025. These fragrances are inspired by the concept of “perfume as therapy.”
“At WA:IT, scent is more than a fleeting pleasure — it is an experience that engages the deepest parts of our emotions and well-being,” the company stated in a press release. “The olfactory system is uniquely connected to our memories and moods, making fragrance an intimate and powerful took for self-care. By blending nature’s finest essences with mindful craftsmanship, WA:IT transforms perfume into a holistic ritual that soothes, energizes and inspires.”
WA:IT’s perfumes are made with botanical extracts and do not include synthetic additives. The brand has stated it is committed to producing 100% sustainable products, from ingredients and formulation to packaging.
Fragrance Highlights
AKA: Grapefruit, pink pepper, saffron, cinnamon, juniper berries, lavender, patchouli, frankincense, cypress, cedar wood, amber, plant-based musk
!['[T]he beauty of being a perfumer lies in the ability to dream freely and create without stifling that artistic spirit,' says Agilex perfumer Jamie Y.Tan. 'But balancing creativity with technical limitations—like regulatory restrictions and cost constraints—is an essential part of the craft.'](https://img.perfumerflavorist.com/mindful/allured/workspaces/default/uploads/2026/07/jamie-1.xKS0bm6U5J.jpg?auto=format%2Ccompress&fit=crop&h=191&q=70&w=340)
