Have you heard of “K Fragrance,” a perfume from South Korea that is suddenly gaining more and more attention? Check out this hot category, which is sure to become even more exciting in the future!
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K Fragrance is a term used to describe a perfume brand and fragrance trend originating from Korea. Different from the traditional perfume culture of France and Italy, K-fragrances are fresh with a unique Korean sensibility and skincare concept, and their tasteful bottle designs, which are different from luxury brand perfumes, are another reason for their popularity. Until now, many brands have not yet landed in Japan, and there were limited ways to purchase K fragrances. However, due to the recent increase in buzz, more and more Japanese beauty magazines have begun to feature K Fragrance, and the number of brands being carried by select stores and department stores is gradually increasing.
The appeal of K Fragrance 1Personalized fragrances with a story to tell that draw on Korean perfume culture
Japan, Europe, America, and Korea. You might think that perfume culture is the same everywhere, but in fact, there are differences in perfume culture in each region. First of all, in Japan, people tend to prefer “clean scents” such as soapy and citrus scents. Perfumes are generally worn sparingly, and those that give a natural and refreshing impression are more popular than those with strong scents. On the other hand, in Europe and the U.S., perfume is an established part of fashion and an item that expresses individuality. Many perfumes are rich and long-lasting, and the culture of wearing a strong fragrance has taken root. In Korea, people tend to emphasize storytelling in their perfume selection and seek personalized scents that express the individual. As in Japan, fragrances that are not too strong and fit naturally into daily life are preferred, and K fragrances are often genderless and original. If you are tired of the standard perfumes that line the duty-free stores at the airport, you will find the perfect item for you.
K Fragrance's Appeal 2Highly artistic and sophisticated packaging that is also stylish as interior decoration
While some European brands have perfumes with a high design quality, like TAMBURINS, which I introduced in a previous article, K Fragrance characterized by a particularly high level of perfume artistry in the bottle. Some of them are so stylish and sophisticated in design that it is hard to believe that they are perfumes at first glance. The added value of “a stylish perfume that looks like interior design” adds a special pleasure to the shopping experience, both at the moment of purchase and each time it is used.
The appeal of K Fragrance 3Only in a beauty powerhouse! A new concept that has an affinity with skincare
In Korea, a beauty powerhouse, perfume and skincare are closely linked. Korean perfumes are not just fragrances, but many of them have features such as ” gentle to the skin” and “have skin care effects. This unique line of products was probably born from the idea that only Korea, with its emphasis on skin care, could have come up with such a unique concept. First, K-fragrances are increasingly being made with alcohol-free formulas and hypoallergenic perfumes. Alcohol in ordinary perfumes can cause skin dryness and irritation, but many Korean brands emphasize designs that can be used safely even on sensitive skin. Natural ingredients and plant extracts are used in formulations that are gentle on the skin. In addition, new forms of fragrance are being realized one after another, such as perfume body mist containing skincare ingredients and perfume serum that combines beauty essence and perfume, and the Korean perfume market continues to evolve and expand.
Next, we will introduce a selection of K-fragrance brands that you should keep an eye on!
K Fragrance 1BORNTOSTANDOUT® (Born to Stand Out)
A fragrance brand born in Seoul in 2020. It is a provocative concept that combines the values of “Korean-ness” and “un-Korean-ness” to open up “desires” that have been suppressed by social norms, contrary to the Confucian-based Korean ideology. The concept is a provocative one. The perfumes, created by a team of legendary perfumers, are original and neutral. The unique bottle design is a modern reinterpretation of the motif of “Joseon white porcelain,” a type of porcelain that originated in China and is said to have appeared in Korea during the Goryeo Dynasty (710-794). The brand does not prescribe animal fragrances, plant fragrances with sustainability concerns, or essential oils containing toxic allergens, but rather skillfully utilizes natural fragrances such as absolutes and exotic spices to provide fragrances that are gentle to both the environment and the human body. The brand is now gaining attention in Japan as well.
Check out BORNTOSTANDOUT® items
K Fragrance 2Pesade
Pesade is a perfume brand born in Korea in 2022. Based on the concept of “the joy of discovering and collecting the trivial beauty in everyday life,” the brand offers fragrance items that are both original and add color to everyday life. Although the brand has not yet landed in Japan, it quickly gained recognition when it was discovered that BLACKPINK’s ROSE was using the brand. The centerpiece of Pesadau’s line is the unusual ” Fragrance Tablet “. It is a fragrance that can be divided into small portions, and whether you keep it in your closet or leave it in the bathroom for a moment, it is one of the items that has established Pesadu’s identity, and is always appreciated when bought as a souvenir.
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Imma want to hold on to K Fragrance 3NONFICTION
The Korean lifestyle brand ” NONFICTION” was created to make the time to face your honest self special. The brand offers body care items that put you first, not the people around you. The perfumes are scented by world-renowned perfumers with scents inspired by scenes, a product design that is truly in line with K Fragrance’s emphasis on storytelling. All products use mild plant-derived ingredients, so even sensitive skin can wear the perfumes without worry.
K Fragrance 4KEYTH
KEYTH is a lifestyle brand that creates unique fragrances inspired by a journey of exploration, like opening doors one by one with a key. The KEYTH staff has over 30 years of experience as master perfumers who graduated from the world’s best perfume schools, Izypka and Côte d’Azur University Master Course in France and NIFFS, a Japanese institute specializing in perfumery, and over 20 years of experience as master perfumers. Master Perfumers and Senior Perfumers with over 20 years of experience. The items created by their perfuming skills are an up-and-coming K Fragrance brand that is so popular that when they arrive in Japan, they are sold out one after another.
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5 K Fragrances to Keep ImmaRboW
RboW is a brand created by Kim So-hyun, an art director active in the Seoul Art Auction. The brand proposes to incorporate art into daily life through fragrances and packaging, and to express oneself in an artistic way. Each fragrance has a different design, and the fragrance items that represent ARBOW, such as hand creams, candles, and room diffusers, are created by talented perfumers who are known for their work on perfumes for famous brands, and express unique fragrances based on their own interpretation of art. The artistic packaging of the Fragrance items has attracted much attention in Japan. The artistic packaging has attracted attention in Japan, and the popular fragrances are so popular that they are quickly sold out when they arrive at Isetan Mitsukoshi and other stores.
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