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APFR is a Japanese fragrance house with a remarkably wide vocabulary. Founder Keita Sugasawa draws from herbal medicine, traditional incense, music, food and places he has encountered, then edits them into scents that feel balanced rather than busy.
The range includes incense, candles, room sprays and perfume. Even familiar notes such as cedar, fig, tobacco and hinoki are rarely presented alone; something smoky, green or medicinal keeps them interesting. APFR gives a room character without telling you exactly what to feel.
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