Billlie’s Tsuki helped design the scent for moev’s Japan launch

Korean haircare brand moev named Billlie’s Tsuki its new ambassador on November 2, and she helped develop the fragrance for the brand’s Perfume Bonding Line. The line opens in Japan on Qoo10 on Monday, November 16, under a campaign called A Scented Wish. Prices were not listed in the press materials.

Tsuki, born Fukutomi Tsuki in 2002, is the Japanese main dancer and sub-vocalist of Mystic Story’s girl group Billlie. Her given name means “moon,” which is why moev built the campaign around a wish under the moon and a scent meant to feel like blooming into the self you picture.

The fragrance she worked on is peony-led, with bergamot and musk. moev describes it as quiet night meeting dawn peony, and says it aims to last 24 hours. That scent runs through four products: a repair shampoo with polypeptides and keratin-C, a repair hair mask meant for daily use, a repair hair oil serum tested around 240°C styling heat, and a Perfume No Sebum Hair Cream Tsuki Edition. The edition set pairs two hair creams with stickers she drew and a mirror keychain based on things she likes. Japan is the first market. Korea and other countries come later, with no dates yet.

For North American fans, the confirmed storefront is moev’s official Qoo10 Japan shop on November 16. Qoo10.jp mostly ships inside Japan, so U.S. and Canadian buyers usually need a forwarder or proxy. Checked this week, Stylevana’s moev page still shows the older Annurcatin range, not Perfume Bonding. YesStyle carries Annurcatin too, not the Tsuki set. Until Korea or global listings appear, Japan on the 16th is where the collaboration actually goes on sale.