what we do
CALM IS PERFORMANCE
We create products that promote a calm mindset so you can perform and rest at your optimal level each day.
the problem
SCENT IS UNDERVALUED
We’re taught to exercise, eat clean, get sunlight, meditate and even avoid polyester clothing. But almost no one talks about our most powerful sense — smell. That’s surprising because scent has the ability to shift how we feel in seconds. Science shows it can lift your mood, sharpen focus, strengthen memory and even improve sleep quality. Yet it’s often overlooked in daily wellness. That needs to change.
how we started
OUR FOUNDER STORY
After years of living in extremes and constantly pushing himself, our founder Anthony was burned out. He had been chasing performance through sheer force, only to realize it wasn’t sustainable. That changed when he discovered how powerful scent could be for calming the mind, improving focus, and creating better sleep. After learning the skill of calm, he found that he made more progress at a sustainable pace than he ever did under constant pressure.
During a trip to Japan, he came across hinoki oil for the first time. One breath and he felt an instant sense of calm and clarity. That moment led to a deeper understanding. Calm is not a break from progress. It is the key to making it. From that moment, kimorii was born. Today, our mission is to help people learn and return to calm. Not as an escape, but as the most powerful tool for clarity, performance and rest.
"Our goal is to design products that make it easier to experience calm throughout the day for better performance and rest. "
Anthony Tori, Founder
the name
kimorii
kimorii (きもりい) means “tree forest” in Japanese, a quiet tribute to where hinoki comes from and the calm it brings. Every kimorii product is centered around hinoki, a wood known for its calming scent and natural benefits.
The name also holds a more personal touch. The hiragana letter き (ki), meaning “tree,” is one of our favorite characters to write. It's a small, simple reminder of nature’s strength in simplicity.
Our belief, rooted in calm, speaks to the deeper connection. Just as trees rely on their roots for stability and ability to thrive, we believe humans perform and feel better when grounded in calm. When your inner roots are strong, life flows a little easier physically, mentally and emotionally.
theo & amelia + kimorii
We started as theo & amelia, inspired by the places our founder traveled while building a more intentional life. The travel fragrances came from real moments. Missed flights, forgetting to get a visa, being lost in a Japanese rice field, floating off in the ocean, long walks in Thai humidity and many other plans that didn’t go as expected. They were made to help you stay fresh, grounded and confident through the ups and downs of travel.
As the journey evolved, so did our relationship with scents. That’s when the kimorii line was born. Built around the calming power of hinoki wood to support focus, rest and sustainable performance.
Each line has its own intention, but the goal is the same. To help you feel more connected and calm.