Japanese fashion brand Onitsuka Tiger has officially launched its first fragrance line, marking a bold move beyond apparel and footwear into the beauty and lifestyle segment.
The launch, which went live on November 28, follows the company’s July announcement of its debut perfume range.
The Onitsuka Tiger fragrance collection includes four scents—One, Two, Three, and Four—each presented in minimalist bottles featuring the brand’s signature tiger motif. The fragrances reflect Onitsuka Tiger’s fusion of Japanese craftsmanship and contemporary aesthetics, with notes inspired by nature and urban sophistication. Prices start at approximately ¥12,000 (approximately €76 or $80). The line is available in select stores and online.
This move underscores Onitsuka Tiger’s ambition to evolve into a holistic lifestyle brand, tapping into the growing global demand for premium beauty products. The company joins a wave of fashion labels expanding into fragrance, leveraging strong brand equity to create new revenue streams and deepen consumer engagement.
Industry observers see this as a calculated step to diversify beyond footwear and apparel, positioning Onitsuka Tiger alongside competitors who have successfully bridged fashion and beauty. The brand’s minimalist design approach and cultural heritage could resonate strongly with consumers seeking authenticity and style in lifestyle products.
A following industry trend: fashion-to-beauty expansion
The move follows a similar strategy by Champion, which recently entered the fragrance market through a global licensing deal with Revlon and Authentic Brands Group, marking the sportswear brand’s first venture into beauty.
