WA:IT captures the delicate symbiosis of Japanese and Italian cultures, creating a unique perspective on beauty that merges ephemeral charm and enduring allure. Italian warmth permeates the brand, evoking the reviving power of a sun-soaked seaside. In contrast, Japanese influence cherishes transient beauty, akin to the shifting seasons.

The brand name 'WA:IT' personifies this harmonious dance of change, symbolizing patience and acceptance. It unveils beauty through a range of fragrances and skincare products that project inner beauty outwardly. This balance between the inner and outer self mirrors the Japanese concept of 'wa', engaging sensory perceptions with each breath.

Embarking on a journey of introspection, WA:IT nudges one towards self-awareness and belief. It celebrates life's dual nature of motion and stillness, emphasizing the beauty of each moment.

Their logo combines 'wa' symbolizing peace and harmony, and 'it' representing the Italian joy of capturing the beauty of each fleeting moment. Commitment to sustainable beauty is core to WA:IT, realized in their 100% sustainable clean beauty products, from ingredients to packaging.

A trailblazer in sustainable beauty, WA:IT achieved Net Carbon Negative status in 2021, the first European beauty brand to do so. Every ingredient used is plant-origin, with packaging made of recyclable materials, FSC cardboard, and eco-certified papers. The aluminum jars offer better hygiene, durability, and lower CO2 emissions than glass. For WA:IT, the environment isn't an afterthought—it's the first choice.