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AnyMind empowers Japanese influencer Noah Sato to launch perfume brand, Shefar

A pre-sale pop-up store will be activated and the official online store will open on 22 October 2021, 7 pm JST

AnyMind Group, an end-to-end commerce enablement platform for brands, influencers and publishers, has today announced the launch of Shefar, a D2C brand produced in collaboration with Japanese model and solo musician, Noah Sato. The Shefar perfume will be available on the official Shefar online store from 22 October 2021, 7 pm Japan Standard Time.

Prior to the brand and product launch, a pop-up store will be available for three days from October 8 to October 10 at the Jinnan Art Building in Shibuya, Tokyo.

Shefar official online store:
Shefar official Instagram:
Shefar official Twitter:

Noah Sato was fully involved throughout the process of creating the brand and product, including ingredients, design and manufacturing, and the product concept is based on her desire to create a perfume that no one will forget. To turn Sato’s idea into reality, AnyMind Group provided comprehensive support including the usage of platforms such as AnyFactory and AnyShop for product planning, design, manufacturing and e-commerce enablement, and worked with Sato to promote the project, leading to the launch of the brand.

The pop-up store hosted before the full brand launch will feature the new products and also an installation inspired by the scent of Pipiel, the first Shefar product. The space will also house photographs by Toshiaki Kitaoka, the photographer who shot the product image visuals for this project.

On the final day of the pop-up store, Noah Sato will be in the store to explain the appeal of Pipiel to customers, and in addition, customers who purchase the perfume on that day will also be able to take a two-shot photo with Noah Sato to celebrate the brand launch.

Concept of Shefar – The girl of your dreams
The girl of your dreams, so close and yet so far away, so close and yet so far from your reach.
You can wear a fragrance like hers and feel like her.
You can also feel like you are chasing after her.

This brand will develop fragrances based on the image of the “girl of your dreams.”
The products will be named after “that girl” and their stories will be written by Noah Sato.
We hope you will enjoy the story of the fragrance as well.

The first “that girl” is Pipiel.

Pipiel’s story
She has a flirtatious look in her eyes, but when she pulls away, she is beautiful and gorgeous.

“Don’t let me be a memory”

She’s mocking, selfish and uninhibited.
She is fashion-concious and wears pink well.
She’s that pale, elusive girl that you can’t help but want to chase.

Product information: Pipiel (Eau de perfume)

Scent description
The fragrance begins with a gorgeous white floral scent, and then moves on to a refreshing scent of sherbet that dances freely while retaining its sweetness. As you approach the last note, you will feel the deep scent of musk, leaving a pale and elusive aftertaste.
*It does not stain clothes, but please do not use it at close range.

Top Note: Lemon, apple, lily
Middle Note: Jasmine, heliotrope, soap, Muguet, rose
Last Note: Amber, musk, vanilla, strawberry, peach

Product Design
The glass bottle has a round cap with a striking gradation from pale blue to pink, and is stamped with a gold foil. A large ribbon is placed around the neck to represent the special “childishness” of Pipiel. The bottle is filled with special care so that the scent can be felt even when it is just standing there.

Price: 8,800 yen (tax inclusive) / content: 50ml
Ingredients: Ethanol, Fragrance, t-Butyl Methoxydibenzoylmethane, Ethylhexyl Methoxysilicate, Water, Blue No. 1

・Trade name: Schiffer Pipier (perfume) ・Content: 50ml
・Distributor: AnyMind Japan 31F Roppingi Hills Mori Tower, 6-10-1 Roppongi, Minato-ku, Tokyo
・Contact: 03-6384-5561
・Manufacturer & distributor: B.R. Co. 3-17-1 Imazato, Ebina-shi, Kanagawa, Japan

Pop-up store for the launch of Shefar

Event outline
Duration: 8 October 2021 – 10 October 2021
Opening hours: 10 am to 7:50 pm *Open from 3pm on the first day only
Location: B1 Jinnan Earl Building, 1-3-10 Jinnan, Shibuya-ku, Tokyo

Comments from Noah Sato
Nice to meet you, I’m Noah Sato. I’ve decided to create the brand Shefar.

The concept behind Shefar is “that girl you’ve always wanted.” The first girl, Pipiel, is mischievous, selfish and uninhibited. She is fashion-conscious and wears pink well, and she is also pale and elusive.

You can wear a scent like hers, and feel like hers. You can also feel like you’re chasing her.

Scent is the finishing touch to fashion. It’s vague, and yet you can imagine who the person is like. It is something that lingers in your memory.

Just as the voice and face of a person you passed or the person you hugged may be vaguely forgotten, but the scent of the person will remain strong and powerful in your memory. We have created a perfume that you will never forget.

There will be a pop-up store, so if you can make it, please come. I’ll be waiting for you!

About Noah Sato

Noah Sato has more than 2 million followers on social media, and is currently releasing a series of songs that she has written and composed as a solo artist. She has also released a style photobook called Sugar Sick, and is the producer of an accessory brand “Mel cinna.”

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