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The Line Style in Context

The Line is a modern and personal approach to retail. We bring together carefully chosen fashion, home, and beauty items and place them in context through inspiring editorial features and intimate offline shopping experiences. The thematic, seasonal, and handpicked assortments we call Selections offer another way to explore our evolving edit of things you’ll wear, use, and treasure for years to come.

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Established
2014
Founder
Francoise Decatrel
Origin
Philadelphia

Inspired by the bathing rituals she experienced while traveling in Japan, Francoise Decatrel created Amayori to help women bring inner peace and beauty into their lives through relaxing bathing rituals, relaxing fragrances, and sumptuous body care. Each ritual and fragrance is designed to make life more tranquil and beautiful.

The name is rooted in the memory of a romantic Sunday evening stroll among the quiet, misty streets of Akasaka, Tokyo. Amayori is a combination of two Japanese names: Amaya (night rain) and Kaori (beautifully scented).