Maho Ako Launches ‘Utena Eau de Toilette’ — A Fragrance Inspired by Utena Hiiragi

Gushing Over Magical Girls’ production company recently announced “Smells Like Baby Spirit”, an eau de toilette inspired by Utena Hiiragi’s scent! The Utena eau de toilette will debut at Maho Ako pop-up shops in Kinshicho and Namba this sunmer. Afterwards, select online retailers will carry the product.

The eau de toilette was inspired by the 62^nd chapter of the Gushing Over Magical Girls manga, in which Akoya Matama (Loco Musica) shows off a perfume that inspires a new shaming kink based attack in Magia Baiser.

An Utena eau de toilette may seem strange to some, but anime-inspired fragrances are common. They’re increasingly popular with ecchi and R18 titles. Some IP holders, such as Lune Pictures, often work with fragrance companies to create perfumes, lotions, and beauty products based on their heroines.

Eeo today’s online store will sell the fragrance for ¥6600. At current conversion rates, that’s approximately $42.

Gushing Over Magical Girl Details

Akihiro Onanaka started writing and illustrating Gushing Over Magical Girls in March 2019. The manga was originally serialized on Takeshobo’s Storia Dash website and in Manga Life Storia magazine. After Manga Life Storia ended publication and Onanaka-senpai took an extended health hiatus, serialization of Maho Ako started on the TakeComi! website in October 2025.

J-Novel Club publishes the English print version of Gushing Over Magical Girls. Coolmic also licenses the series on their website under the name I Admire Magical Girls, and…

Asahi Productions adapted the manga into a 2024 TV anime. HIDIVE streams the anime’s ‘partly’ censored version, which includes full nudity and edited audio.

Maho Ako’s production team confirmed that the anime would be getting a second season.

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Source: Official X Account, EEO Store Utena eau de toilette listing
©Akihiro Ononaka/ Takeshobo/ Gushing Over Magical Girls Production Committee