fragrance shopping in seoul
a sensory playground for experiential retail
Fragrance shopping is inherently a sensory experience. Even within the depths of Sephora or in the beauty sections of a department store, even in the most unremarkable and mundane form, it engages the senses. The olfactory, the visual, the tactile, an inescapable part of the shopping experience. And then there are the dedicated retail spaces for fragrance houses that offer a more curated experience, that draw you in with an ambience that complements the product, telling a story and bringing customers into the world. Inviting interactivity, whether professionally guided or self exploratory, and establishes a personal connection with the product.
But in the land of ostentatious experiential retail, fragrance shopping is even more potent. Amid the global K-beauty craze, an underrated category is fragrance. Personal and home fragrances sold in dedicated storefronts, products beautifully presented in aesthetic displays that are a delight for the senses. In recent years, there have emerged many local fragrance brands, each with unique
pesade
Pesade has two flagship locations in Seoul. One in Seongsu, one in Hannam. Both are, compared to many ostentatious brand flagships in the city, rather understated. The space feels like a calm sanctuary where scent takes center stage, inviting an intimate, personal experience as you discover their collection. Clean, artful branding with layered textures. This new brand emerged in 2022 with a vision to create harmony through scent and aesthetics. The thoughtful approach to fragrance aims to capture an everyday balance in life. Their highly curated products are released in chapters. Each small, intentional, and meticulously crafted. Some personal fragrances and some for home, and hand and body care to round out the collection. The blends are unique, unisex, alluring. Leaning woody and aromatic with great longevity and sillage. Perfectly unfamiliar to draw interest. Their home fragrances smell luxurious, tasteful. It smells like a home that is well designed. They also have very chic faux leather fragrance tags in the shape of a horse (the equestrian inspiration behind the name). All in all a very worthy stop on a Seoul fragrance tour to pick up something truly unique.
Some favorites: An Unseen (floral musk), The New Error (oriental woody), De Nude (oriental woody), Glass House (floral musk) and Saddle Gallery (spicy woody) from the home collection
nonfiction
Nonfiction is a well established name in the Korean fragrance market. And it’s popular for a reason. Stepping into any of their shops is a step into a world of quiet refinement, inspiring daily rituals of serene introspection and gentle indulgence. Nonfiction’s product line up is pretty comprehensive. The star is definitely the perfumes, but they also have hand, body and hair care. And a small collection of room sprays and candles for home. Their fragrance collection is quality and layered, spanning dimensional florals and fresh citruses as well as warm musky sensual scents. The shops are clean and inviting. Not overly designed, to let the products take center stage, laid out like a scent library inviting you to explore the collection at your own pace.
Some favorites: Gaiac Flower (floral), Neroli Dream (citrus), Simple Garden (fresh), The Beige (woody), Lapsang Song (oriental) and Table Guest (fruity) in candle form
tamburins
Tamburins is the beauty and fragrance sister brand of Gentle Monster. And as expected, it is heavy on the vibes. The shops offer an immersive, avant-garde, art gallery experience, a dramatic plunge into experiential retail where the scent products are just one layer of a multi-sensory narrative. The packaging is bold, tactile. The iconic 14ml Egg Perfumes (and lip balms) are an envious accessory to keep in your purse while the sculptural bottle tops make striking additions to your vanity. The sleek pebble-like car diffusers allow you to accessorize your commute. True to the brand, their products push boundaries, marrying sensual ingredients in playful, unexpected forms that transform your expectations on fragrance design. While there are many stockists, Tamburins is best shopped in their flagships, surrounded by kinetic art, abstract landscapes and dramatic sculptures to complete the scent experience and a visit to the Tamburins world.
Some favorites: Berga Sandal (woody aromatic), Lale (fruity floral), White Darjeeling (aromatic green)
hetras
Hetras is a hidden gem that is often discovered through their ubiquitous diffusers. The luxurious minimalist branding is almost misleading: it looks expensive but is actually priced extremely accessibly. The brand carves out a perfect niche, offering scents that evoke the sophisticated aromas of an elegant hotel or spa while sold Costco-style in bulk. From the reed diffusers to fabric sprays, body washes and creams, and delightfully tasteful stone diffusers that will dress up any bathroom or hallway, their products allow you to create a sensory, indulgent escape at home without breaking the bank. Just make sure you save room (and weight) in your suitcase, a lot of their products only come in multi-packs.
Some favorites: La Tulip Shower (fresh floral), Jeju Saryeoni Forest (fresh, green), Department Store 1st Floor (fruity floral)
Went a little overboard with this haul. 3 perfumes, 1 solid perfume, 3 room sprays, 2 hand creams, 3 diffusers, and so many samples and gifts. Korea really does Christmas shopping well.
see also
CHRISTMAS IN SEOUL
NUDAKE: THE DESSERT BRAND TO TAMBURINS