At AMURI, we create fragrances that capture the essence of iconic moments.
Through group collaboration, we craft exclusive, personalised scents that are more than just fragrances—they are generational legacies, each bottle a tribute to the journey that created it.
Everyone has a story worth telling
AMURI is a fragrance company that brings iconic individuals and their fans together through a collaborative journey to create something truly unique.
We work closely with passionate people to design not only a fragrance but also the bottle, label, and presentation casing, ensuring that every element reflects the shared vision and story between the icon and their followers.
AMURI Co-laB
Co-create a fragrance with your Icon
What is a Co-Lab?
Within the AMURI Co-Lab, we ask: what does it mean to capture a moment in time, to give it form and fragrance?
Each collaboration begins with an iconic moment, a feeling.
From there, the path unfolds organically, a dialogue between the icons and those who resonate with their story. We don’t begin with a finished product in mind, but rather with a question, a shared inquiry.
YouR Contribution
You’ll contribute to every aspect, from the fragrance notes and bottle design to the label details and presentation. Through live streams, you’ll gain intimate access to the Icon’s world, hearing stories of their most formative moments and witnessing their reactions to the evolving fragrance.
Amuri Fragrance
After the Co-Lab, the AMURI team meticulously assembles these contributions into a singular fragrance. You’ll receive a limited-edition fragrance along with a digital certificate granting lifetime refills and access to exclusive online content — a lasting connection to the Icon and their story.
Why fragrance?
Scent, our most primal sense, possesses a remarkable power to unlock memory and emotion.
A single aroma instantly transports us, conjuring vivid scenes and forgotten feelings. Unlike other senses, scent bypasses the usual relays, going straight to the heart of the limbic system, where memory and emotion reside. This direct connection captures a nuance of experience that words cannot fully convey.
Collaboration makes fragrance more than just a scent; it makes it a shared story.
It becomes a shared act of creation, weaving individual visions into a profound synthesis. This dialogue expressed through aroma, results in a fragrance that reflects the unique passions of its creators.
