I write this story from one of the countless cafes in Seongsu, an area of hip that is referred to as “Seoul Brooklyn”. In line with graphic boutiques and a rotating door -to -door door for some of Korea’s hottest fashion and beauty brands, it has become a top shopping destination for both locals and tourists. Therefore, it is also a great spot to see what trending is today. After spending many afternoons scanning the sea bags in the hands of people, it is clear that a category of K-Beauty is very popular right now: Aroma.
Tampourins; Prose; subparagraph; Born and: They may not be household names – but they are one of the most favorite brands in Korea right now. Below, let’s take a closer look at the world of Korean aroma houses, including some brands under the radar on the rise.
Fra 422
As in the cue, on my way to the cafe, a girl gave me an aromatic blotter advertisement a pop-up near. I had never heard of the brand before, but the sample smelled so well, I had to check it out.
Fra 422 It focuses around viability and aroma. (The name “422” in the name is a reference to Earth Day, which is April 22). As an employee who explained to me, the trademark only uses extracted essential oils from plants that are not threatened or at risk – or express narrowly synthetic substitutes that are not distinguished by the original fragrances.
To this end, the line is tightly curated with just five core aromas, including a leather and a number of oud called Won and a rose and an oakmoss perfume called Kim. My personal favorite is InnA fresh citrus fruit grounded in amber and calf and wears a second skin.
Tampourins
Tampourins It is perhaps Bunch’s K-Fragrance brand, thanks to its luxurious brand Ealthe Gentle Monster and world-class celebrity ambassadors such as Jennie from Blackpink and actress Byeon Woo Seok.
With architecturally amazing retail spaces filled with Objets d’Art And the packaging that increases the experience of using one of their aromatic offers, it is easy to understand why people are immediately attracted to the brand.
Since its 2017 debut, Tamburins has expanded its extensive order to include perfumes housed in egg -shaped bottlesSolid fragrances for on-the-go, aromatic hand creams, candles, lips balm and even cars in distinctive scents such as pumpkin, a sweet pumpkin and coconut milk aroma cut with shiso rejuvenating sheet and ginger sheet.
Prose
Prose It was the first brand of fragrance I bought when I moved to Korea last fall. I went to one of their bright, airy shops one afternoon and immediately fell in love with their own Neroli dream Scenic (a softer version of Tom Ford’s virtual Neroli Portofino IMO).
The brand’s messages are about finding calm in your days through aesthetic rituals that associate you with your inner self. This ethos is reflected throughout the minimalist packaging and the aromas themselves, which are shaped using ingredients that come from plants that are never too excessive.
In addition to the fragrances in its current composition, Nonfiction also makes body and hair care products, as well as hand creams, lip balm, room spray and candles.
Born and
If quiet minimalism is not your thing, give Born and A test – honestly, the name says everything. Started in 2022 by a former investment banker and lifelong aromatic fanatic Jun Lim, a BTSO was created for those who “rebelled by standards” – but still want to smell very well.
The smooth white flacons of the brand are nailed to traditional porcelain Korean products and have unforgettable names like Dgaf and Porn that took them into a typographical writing. The perfumes themselves are equally unforgettable, thanks to unconventional agreements ranging from basmati rice to banana bread.
Certainly, some of the scents may throw you in the first smell, but they dry out on something softer and more intimate as they wear. This can explain the rapidly growing basis of BTSO fans and L’Oréal’s recent funding, as the brand plans to expand to US and European markets.
subparagraph
Just a stock of stone away from Borntostandout’s Itaewon store is subparagraphwhere the atmosphere is definitely more relaxed. From the elegant interiors to the structural tables presenting the brand’s timeless fragrances, everything about Pesade feels sophisticated and timeless.
The brand’s unlikely source of inspiration comes from dressage, a Cavalry discipline. A fallen refers to a movement in a movement where a horse balances on his back leg at an angle of 45 degrees from the ground. According to the brand, “this movement symbolizes the harmony of power and balance, which is deeply linked to the philosophy of Pesade.”
The fragrances come in highly concentrated Parfums ($ 210 for 100ml or about 3.4oz) and Eau de Parfums ($ 180) that lasts long after the first Spritz. With a wide range of unisex fragrances to choose from, Pesade is a place where one could easily find 인생 향수 or the “fragrance of life”, as the Koreans say.
Kinfolk notes
Kinfolk fans will be happy to know that the brand is still alive and well in 2025 – and has a natural store in Seongsu that has the same relaxed but dignified atmosphere of Indie Lifestyle magazine.
The flagship space includes a flower, brown and full range of Kinfolk notes The aromas exclusively for Korea. Initially they started in 2022 with hands soaps, lotions and creams, Kinfolk Notes have since been expanded to include Eau de Parfums, diffusers and candles.
With dream names like Brilliance on grassinspired by the poem and film by William Wordsworth with the same name and Blue velvet (A reference to David Lynch’s Neo-Noir mystery), all the fragrances in Kinfolk’s notes bring the brand’s sensitivities to life.
W.dressroom
If you are looking for more affordable K-Fragrance options I would recommend W.dressroom (which counts BTS’s jungkook and S.Coups of seventeen among its carriers).
The spiritual child of renowned designer Bum Suk Choi, W.Dressroom fragrances are simple in the best way. The simple names clearly show juice notes and the comprehensive composition includes everything, from fruit options to traditional florals and Powdery Musks. (Think: Bath and Body Works meet with Alchemist.)
My favorite is April 97A fresh laundry aroma that I regularly take on my clothes after sweaty dance lessons. BTW, the brand’s “fragrances” of the brand have deodorants and antibacterial ingredients to neutralize unwanted odors from clothes and spaces, making them great for a spritz after training or a smoked K-BBQ dinner.
Subparagraph
For an aromatic souvenir to get behind Seoul, make a stop at a SubparagraphThe eight stores scattered throughout the city (although their original prison in the village of Bukchon Hanok is still my favorite). Granhand’s fragrances are unique in the name and composition. Take Salmon susieFor example, a juicy mixture is described as a smell like “a lunch nap after eating sweet fruit” or WoodcutterA dog and a Cedarwood aroma that smells like “a sip whiskey in front of the fireplace”.
The brand also offers free personalization for each purchase so you can add your name or initials (or your favorite) for an extra emotional touch.
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