Perfumes and Body Sprays from Gyaru Brands with reviews on Rienda, Laguna Moon, Liz Lisa and Murua scents

I got a tumblr question (I love tumblr questions! Feel free to ask, they may become a post!):

Can you talk about perfume in Japan on your blog? I heard Japanese people[sic] are not fans of perfume at all, and it’s better to not wear it when visiting.

First of all, in my experience scents are HUGE in Japan and perfume is very popular. People list their favorite brand of perfume on their blog, many people carry a body spray or tiny perfume in their bag, and they’re big on owning more than one item. Japanese deodorant is especially horrible and so I think the scent issue becomes even more popular during summertime. I often get complimented on my perfume in Japan, rarely so in America.

For gyaru the popularity of brand scents has really risen. Back in 2010 I talked about DIA coming out with a fragrance while the short-lived MA*RS scent was on the market. Since then Rienda, Murua, Laguna Moon, Jouetie, Emoda, Liz Lisa and Sly have all put out some kind of scent.

My friend Alice and I used to say the reason we walked into a Liz Lisa store and came out with so much clothing was because the store smelled so good. Other stores are also aware of the power of scent. You can see Murua shop staff constantly misting their store to imprint their brand’s scent on their clientele


Songuer Dia “Love Essence”


Fabulous Oneegyaru Rii is in love with DIA’s perfume (post here). Maybe we can bug her pretty self to describe it?


DIA shop staff looking great with the posters and bottles of “Love Essence” by DIA.



Murua – Deep Amethyst, Pearl Rose and Sugar Citrine


Deep Amethyst by Murua is probably the most popular gyaru brand perfume and with good reason. It smells feminine and exotic without being overpowering. I’ve previously reviewed Murua’s Deep Amethyst scented shampoo and conditioner with glowing remarks especially about its scent. The other two smell nice, Pearl Rose is a rose scent but not a delicate one. Sugar Citrine reminds me of a lighter Clinque’s “Happy”.

Mitsu’s review: I love Deep Amethyst. It smells like jasmine and ylang ylang with other exotic scents mixed in. It’s very light and I’ve gotten a lot of compliments wearing it out. However, my bottle dropped from bathroom sink to my floor and the plastic cracked leaving me with 3/4 on the floor. I can’t believe it cracked from such a low distance. I’m really disappointed by the plastic container and decided not to buy again even if I do love the scent.


Laguna Moon – Signature Fragrance, Un Sucre Bouquet, Une Femme Noble


Laguna Moon has recently expanded their scent line with two higher class fragrances, as well as upgrading it’s signature scent link which has shampoo, body soap, and hair treatments. I got their shampoo, conditioner and body soap as a small novelty set and fell in love with the scent. I purchased the body soap and repurchased it recently, so I’m a big fan of the main scent.

Mitsu’s review: After purchasing the body soap I bought the body mist (shown above center) and was really disappointed with it. The body soap smells feminine with a hint of roses blended with baby powder and I love the after bath scent it gives without drying my skin. Atashida says it smells a bit like Crabtree and Evelyn items. I’m not used to their scents, but maybe you can get the picture? The body mist however is just not the same scent. It smells of excess baby powder and the aerosol spray instead of the pump really feels more like you’re spraying on cheap deodorant. Not a fan.  :sage: But love the soap so so much  :stepup:


Liz Lisa – Body Lotion & Room Fragrance


That crack smell my friend Alice and I love at Liz Lisa? They’re now offering it as a Body Lotion. It’s also a Room Fragrance which my friend Alice bought and loves. It does make her place lovely, IMHO.

Mitsu review: A good thick body lotion that smells as feminine and girly as their clothes. A strong rose odor with hints of another essential oil I think jasmine.The scent is there but not as strong as a body mist. I’m using it sparingly because I love it so much. Plus the container looks so lovely in my bathroom.


Rienda – Love Holic and Sweet Holic fragrances



Rienda came out two fragrances “Love Holic” and “Sweet Holic” two years ago and after a redesign of their bottles they launched a ton of scented items: UV spray, body mist, room fragrance, body butter, hard fragrance, and a candle.  Their line keeps growing and Rienda fans are about as rabid as gyaru fans can get so the line may keep growing more!

Mitsu’s review: I’ve twice purchased Rienda’s “Love Holic” Body Mist. I love it so much and wish they made more items of it. I really want the UV spray too. Love Holic smells sweet but an interesting spice to it. I can’t say it’s something easy like roses, it’s more just a really fresh yet spicy scent. It’s a scent that really perks me up.  :smiley:


Other Brands: SLY, EMODA & Jouetie



Jouetie‘s “Eternal Girlish” line is growing with aroma oil, body mist, and a deodorant mist.

Sly has a series of funky fragrances and body creams: “Feel New”, “Glow Night” and “Always With”

Emoda along with their make-up line has put out a simple mode perfume.


I love seeing gyaru brands branch out beyond clothing. Hope to see even more of this in the future.

Sorry I’ve been going slow. Breadkitten was a little to blame (wtf it’s so good :omg: ), but I’m also working on 4 posts at once. 4 posts = nothing gets done.  :catno: :sadcat:




  1. emiii-chan
    May 14, 2013 / 4:40 pm

    I really enjoyed this entry! Thanks for sharing

  2. May 14, 2013 / 7:37 pm

    Amazing post!
    The packaging designs are so pretty!!

    But as a Japanese girl, I must say the majority of Japanese men doesn’t like the scent of import perfumes.
    They prefer shampoo scent LOL
    Also, if you were the guest from overseas, Japanese people would treat typical Japanese food, such as sushi, and wearing perfume is very bad manner.

    When I bought L’Occitane cherry blossom perfume in France, the shop staff sprayed it to me about 5 times o.0

    • Mitsu
      May 14, 2013 / 7:50 pm

      Sushi and wearing perfume in a bad manner? I am a bit lost here. I think body mists are popular for the reason of their light scents. Although I have met a few Japanese that like perfumes. But mostly designer perfumes since brands are so big.

      • May 14, 2013 / 8:46 pm

        Was that kaiten-zushi? I think it’s not that problem. ;)
        Kaiten-zushi is like family restaurant…

        By the way, gyaru loves Downy. (the fabric softener)
        Mexican Downy is pretty popular here, I was always wondering how do you find it from the perspective of the Americans and Mexicans…
        I know lots of women who never wear perfume because they don’t like the smell, saying it makes them sick, but using those softener so much.

  3. May 14, 2013 / 7:56 pm

    My dreaam is to buy this D.I.A perfume! Since i saw it on d.ia. Okinawa’s ameblo i want to buy it hahahah I wonder how is the smell of it *-* hehe

  4. May 15, 2013 / 12:35 am

    DUDE so many of my Japanese friends love love body sprays mists perfumes the works!! It is so popular nowadays! We even had a big conversation for like hours about the perfumes that we love XD Love this post!

  5. May 15, 2013 / 1:23 am

    This is so interresting! I didn’t know about these parfums at all~ I’m defenitely going to purchase one when I’m in Japan next year :D You know, this is why I really love your blog! I just keep learning new things about gyaru, and I love it~ thank you!

  6. May 15, 2013 / 2:22 am

    I once had the Liz Lisa room fragrance, and it was amazing, it really did make my room smell so lovely! I’m definitely a sucker for nice scents and they always successfully draw me into a store… ^__^

  7. May 15, 2013 / 5:49 am

    Hey mitsu, I own the MA*RS perfume and I can do a review later on today if you’re interested! :)

  8. May 15, 2013 / 9:48 am

    Maybe it’s just me, but I am NOT a fan of body spray. I feel like you spray it on, smell pretty for 5 minutes and then it’s gone. Perfume is where it’s at for me :B

  9. Chei
    May 15, 2013 / 11:21 am

    I feel like all perfumes lose their scent in a few hours. But most likely I just get used to them. I’ve made some very important decisions based on how the places or people smelled. Silly, I know, but when you need a sign, the scent can be it!

    Last time I asked about ulzzang and gyaru makeups, thank you for answering it. If ulzzang isn’t an actual style, would it still count as gyaru if I wore ulzzang makeup with gyaru clothes? I’m a bit concerned about this. Hmm well I suppose it doesn’t matter if I like it..

    • Mitsu
      May 15, 2013 / 2:53 pm

      You have your own answer. Although personally I do not feel ulzzang is even a make-up style. Ulzzang is a net trend about pretty girls AND boys. Make-up of course helps to make people look more appealing, but this is about surgery and photoshop and of course natural genes.

  10. May 15, 2013 / 12:24 pm

    My favourite Japanese perfume is Happy Bath day :D

  11. May 16, 2013 / 12:54 am

    Thank you for posting about the fragances! It’s too bad I can’t sample some of the scents. It’s shame about your bottle though. I know it may sound a bit shallow, but I do wish the packaging was prettier on some of these items~!

  12. May 24, 2013 / 11:11 pm

    mmm yummy I want the Liz Lisa room oil but its always sold out online :( I’ve never smelt it but I bet it smells like you described it :) :korila:

  13. Keirabug
    May 27, 2013 / 9:45 pm

    aww pooh~ I can’t seem to find the Murua or rienda ones on the sites ;_; I can only find the Liz Lisa lotion. I wonder if it’s because they don’t like to ship those things? hmm

  14. Khamea Nepomuceno
    March 8, 2014 / 9:12 am

    where i can buy laguna moon in hk

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