The global obsession with K-beauty shows no signs of slowing down.
What began as a cult fascination with cushion foundations and 10-step skincare rituals has now bloomed into a multi-billion-dollar export industry. South Korea’s cosmetics exports soared to a record $10.2 billion in 2024, accounting for 76.1 percent of the total domestic.
But beneath the glossy sheen of BB creams and sheet masks, another wave is quietly rising — this time, it's perfumed.
While Western fragrance houses like Dior, Jo Malone, and Chanel have long dominated the olfactory scene, a new class of Korean perfume brands is carving out its own identity. With roots in storytelling, minimalist design, and a deep understanding of emotional connection, these emerging labels are scenting the path forward for what many are calling the next evolution of K-beauty: K-perfume.
Among the names turning heads — and nostrils — is Deacoutre, a Seoul-based perfume collection founded by Vicky Jung. Alongside it, brands like Nonfiction, Tamburins, and Granhand are gaining traction both domestically and abroad.
Vicky Jung, an art director turned perfumer, describes scent not just as a product, but as a portal.
“Fragrance is a special language of preserving memories, of anchoring emotions in time,” she said in a written interview with The Korea Herald.
“We remember scents more deeply than we remember faces or words. That’s why perfume matters — it lingers, even when everything else fades. It can transform a space from something seen to something felt.”
Indeed, while makeup may perfect a look and skincare may promise radiance, it’s the fragrance that often delivers the soul. A single spritz can transport the wearer to childhood summers, first loves, or the humid forests at dawn.
This emotional weight is exactly what led Jung to launch her own fragrance label, Deacouture, in August 2024. After years of exploring the relationship between space and sensory experience, she came to see scent as the final, invisible layer of design.
“Space is energy,” Jung said. “And scent is what brings that energy to life.”
"Korean perfumes are still in their early stages," Jung noted, "but interest is growing fast both at home and abroad. The challenge is standing out in a world where France has a centuries-old fragrance heritage. But I believe our strength lies in poetic subtlety, in evoking mood and memory, not just making a statement."
As more Korean consumers grow attuned to the nuances of fine fragrance and younger generations seek individuality over mass-market appeal, the stage is set for K-perfume to bloom — not as a shadow of Western tradition but as its own, fragrant revolution.
Local brands. Tamburins and Nonfiction, now have international branches worldwide from Tokyo, Japan to Shanghai and Bangkok.
Having famous celebrities advertise — Tamburins has recruited Jennie from Blackpink and actor Byeon Woo-seok — the brand has expanded its customer base to those who are familiar with K-pop and Korean content.
And with TikTok and other social networking services presenting new spaces for even newcomers to make an impact, many brands are aiming to connect with customers by subtly evoking an emotional response.
For instance, Grandhand focuses on conjuring up delicate emotions and a sense of atmosphere to describe the scent of their products.
A sip of whiskey in front of the fireplace. A wild forest with no human trace, a burnt firewood scent seeped deep inside the clothes, rough coat and footwear, sharp tools and an expectation that I can make anything with these things. The pleasure you feel when you handle those rough and dangerous tools are different feelings than the pleasure you feel when you get recognized by society or by being rich. The pleasure derives from a basic instinct.
As K-perfume finds its footing on the global stage, it brings with it more than just alluring aromas.
It carries a story — of place, of personhood, of possibility — bottled with care and ready to be worn, remembered, and shared.
Jung sees this moment as a turning point.
“K-beauty succeeded not only because of product quality, but because it became a cultural symbol. That same potential exists in fragrance,” she said. “With deep storytelling, rooted design, and a sense of emotional truth, K-perfume can become an experience that transcends trends.”
To win over global audiences, Jung emphasizes the importance of crafting more than just a scent.
“The brand must be the experience,” she said. "We need to offer a narrative that's timeless, elegant, and emotionally resonant."
She believes the future of fragrance lies in personalized, sensory-rich experiences that go beyond conventional spritz-and-go.
“Perfume will evolve to become a bridge between people and space, between memory and imagination,” she said. "And Korean brands, with our heritage and sensitivity, are well positioned to lead that journey."
jychoi@heraldcorp.com
