Beauty enthusiasts are well-acquainted with K-skincare, K-haircare and K-makeup. After all, it’s what your favourite K-celeb often talks about in interviews and shares in their ‘Get Ready With Me’ reels.
But what about K-fragrance? Besides the popular Tamburins and NonFiction, other K-based fragrance brands are slowly gaining a following—not only among Koreans but with international fans too.
“After the pandemic, there has been a shift in the overall lifestyle of people. Particularly in Korea, there has been an increase in consumption aimed at expressing one’s identity. With keywords such as self-care and personal branding gaining prominence, there is a trend towards small luxuries that allow individuals to showcase their unique personalities… The focus is on products that go beyond universally popular scents, instead offering a sensory experience that allows individuals to express their identity through fragrance,” explained Kim Sohyung, founder of Rbow.
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So why choose a K-fragrance?
“Most Western perfume brands primarily focus on ‘luxury’. In contrast, new fragrance brands in Korea, including Rbow, strongly emphasise a focus on the ‘individual’. South Korea, with its deep-rooted Confucian culture, has experienced rapid growth while preserving traditional values. The communal nature of society makes individuals cautious about standing out, but paradoxically, there is a desire to concentrate on the ‘unique self’,” shared Kim.
Added Written On Water founder Park Changyong: “Since K-perfume brands do not have as much heritage or tradition as Western fragrance products, we look to create fragrance more originally, such as being more emotional or attentive to the needs of the consumers rather than just being functional, unlike skincare.”
But that’s not all. Most K-fragrances are nature-inspired, use natural essential oils and have a soft sillage (also known as a scent trail) that makes them easy to wear. In short, they’re perfect for Asia’s hot and humid weather.
Plus, many come with the option of “multi-fragrances” that can be used for the room, on your clothes and your skin offering a unique sensibility to the scents, said Park.
Ready to find your new signature scent? Here are seven K-perfume brands to experience on your next trip to Seoul.
Tamburins
Blackpink fans will know of this brand. Tamburins is the beauty and lifestyle arm of Korean eyewear brand, Gentle Monster, and has Jennie as its ambassador. While the brand might have started with home and body care products – hand creams, hand washes and even hand sanitisers, its line of perfumes is what keeps its cult following growing. If you’re in the mood for the unexpected scents that will turn heads, this is the place to find it.
Our pick: Pumkini
A fresh scent that opens with notes of shiso leaf before warming up with a spicy yet delicate ginger blend and pumpkin, and ending on a creamy finish with coconut milk and sandalwood.
Available at Tamburins Seongsu: 8 Yeonmujang 5-gil, Seongdong-gu, Seoul, South Korea; Haus Dosan: 50 Apgujeong-ro 46-gil Gangnam-gu Seoul, South Korea
NonFiction
A lifestyle brand – it’s known for its body care and home scents, that’s gaining traction for its clean formulations. Not only is each perfume and body product made with the finest raw materials and plant-derived ingredients, but it’s also free from 17 harmful ingredients, including sulphate, paraben and phthalate. This makes it ideal for those with uber-sensitive skin. Inspired by the beauty of nature, each fragrance is easy to wear and pleasing to the senses.
Our pick: Santal Cream
Bringing to mind a warm lazy afternoon, this fresh woody scent brings together notes of sandalwood, vetiver, fig, cardamom, ginger and bergamot for a lingering creamy finish that will calm the senses.
Available at NonFiction Samcheong: 84 Bukchon-ro 5-gil, Jongno-gu, Seoul, South Korea; NonFiction Seongsu: 19 Seoulsup 6-gil, Seongsu-dong, Seoul, South Korea
RboW
Founded by former art gallery director, Kim Sohyung, RboW, which stands for rainbow, is a blend of art and fragrance. Using high-quality plant-based ingredients, each scent leaves a lasting impression on the wearer and the people around. And of course, remaining true to its roots, each bottle also comes adorned with abstract drawings that correspond with the mood that the fragrance represents. Beauty in art indeed. The brand also offers hand and body creams, lip balms and diffuser oils too.
Our pick: Case Study #11: Monsoon
Despite its name bringing to mind the image of rain-filled days, this scent is a fresh-floral one with notes of blackcurrant, freesia, rose, jasmine, lily of the valley, musk, amber and sandalwood. Truly, a fragrance for every day, rain or shine.
Available at www.rbowofficial.net; Beaker: 738-36 Yongsan-gu, Hannam-dong, Seoul, South Korea
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SW19
Fun fact: Red Velvet’s Joy is a fan of the brand. In fact, she’s shared that her favourite scents are 6AM and 3PM.
Taking its name from the Wimbledon district postal code, SW19, in southwest London, the brand offers five scents, inspired by the moments of the day. The day begins with fresh morning dew on the grass (6AM), warming up till midday with flowers in full bloom (Noon) and then when night falls and lovers meet under the twinkling stars (9PM). A journey of moments, you can wear a scent that corresponds to its time or pick one that speaks to your mood.
Our pick: 3PM
Ripe, juicy fruits under the warm afternoon sun is exactly what this scent evokes. With its bouquet of rhubarb, tangerine lotus, jasmine and gardenia paired with cedarwood, white musk and vetiver, it uplifts the senses instantly.
Available at SW19 Garosugil: 24 Apgujeong-ro 10-gil, Gangnam-gu, Seoul, South Korea; Chicor Korea
Written On Water
Like its name, each Written On Water fragrance exudes a calming presence, soothing and comforting the senses. While its range may be small, each perfume is carefully created to give the wearer small doses of happiness throughout the day thanks to the scent’s warm embrace. In addition to its perfumes, the brand also offers a bath and body range that includes hand wash, hand lotion and body washes.
Our pick: Sonagi
A clean and alluring scent that reminds us of how the air smells after the rain. It brings to mind fresh dew fall on the moist earth with a freshness of fig leaves, contrasting with jasmine and cedarwood, before finishing with a woody base of amber.
Available at www.writtenonwater.kr
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Granhand
With the belief that fragrances should be a part of your life and not just for special occasions, Granhand focuses on making its fragranced products accessible with its wallet-friendly prices and multi-use benefits.
Fragrance enthusiasts will be spoilt for choice with its plethora of scents from signature perfumes to multi perfumes that can be used not only on your skin but on your clothes and to scent your space too. And to make your chosen scent even sweeter? You can also get your fragrance personalised with complimentary stamping on the label for that extra special touch.
But that’s not all. There are also diffusers, candles, scented sachets (pop these into your cupboard, drawer or luggage), hand creams and washes.
Our pick: Noll Perfume
Lovers of black tea will fall in love with this one. A pick-me-up scent thanks to its blend of lemon, bergamot, grapefruit, coconut, jasmine, rose, eucalyptus, amber and musk.
Available at Granhand Gwanghwamun: 33 Jongno, Jongno-gu, Seoul, South Korea; Granhand Dosan: 3F, 17 Eonju-ro 164-gil, Gangnam-gu, Seoul, South Korea
Youssoful
Serious perfume fans, this brand is for you. Each scent is an extrait, which means its concentration of oils is much higher, resulting in a scent that lasts longer on your skin – yes, even longer than eau de parfums. But that’s not all. You can even layer two or more Youssoful extraits to create your unique blend. Besides, the dark wood-hued bottles make for a sophisticated addition to your vanity table.
Our pick: Kingsman Extrait de Parfum
A warm spicy scent that’s infused with rich and deep notes, including agarwood, leather, rosewood, amber, cypress, tonka bean and vetiver. Definitely one that will turn heads and is ideal for a special date or nightcap.
Available at 28 Yeonhui-ro 1-gil, Yeonnam-dong, Mapo-gu, Seoul, South Korea
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