With the ongoing pandemic and international travel being further out of reach, like the rest of the world, Koreans have taken to experiencing different perfumes as a way to brighten up their day. It’s taken a bit of time to scope out where to buy some of my favorite perfumes in Seoul, particularly niche perfumes.

If you’ve been to any Olive Young around the corner, you’ll notice that most of the perfumes in-store are generally very floral and sweet like a bottle of cheap Moscato. I’ve compiled a list of some of my favorite perfume stores in Seoul — offline and online — as well as some lesser-known Korean brands that have gained popularity in the last few years.

What’s in my current fragrance rotation?

Byredo Bal d’Afrique was one of my latest Byredo purchases and though it smells fantastic, the longevity was very disappointing. Within 10 minutes, I only smell whispers of it. I’ve gone through 75% of the 100mL bottle within a year and do not plan on repurchasing as the price doesn’t really justify the poor performance.

Byredo La Tulipe was another Byredo purchase that I couldn’t get out of my head. It smelled so incredibly fresh! However, I read online once where someone compared it to an “upscale Febreeze”, and I definitely see the comparison. For non-Americans, Febreeze is a home fragrance spray that is most commonly found in bathrooms to cover up malodors. I once had a friend from high school, proudly claim, “Sh*t, I can’t afford perfume! How about some Febreeze instead?” I had some second thoughts about La Tulipe due to the Febreeze comparison as every time I smelled it, I couldn’t stop thinking about how it really did smell like Febreeze due to the freesia. In the end, it was complex enough to win me over. I still really enjoy it as I always feel like I just walked out of a florist’s shop and the scent has great longevity.

Byredo Black Saffron is a perfume that I’ve kept for as long as I can remember. It’s one of my signature sexy, going-out scents, and though I sometimes get tired of it, I’ll always come back to it. It’s not for the faint of heart as it projects loudly. I would never, ever wear this during the day. Nowadays, it just evokes memories of nightclubs, cigarettes, chasers, and bodycon dresses — back when we were allowed out of the house at night, pre-pandemic.

Frédéric Malle Portrait of a Lady (by Dominique Ropion) is my holy grail scent and what I wear when I want to be complimented for smelling absolutely fantastic. Though it is expensive, every drop is worth it. I first met this scent in a Neiman Marcus at the Copley Mall in Boston, back when I was too poor to buy this kind of perfume. I saved up for years to finally purchase the big bottle. A little goes a long way.

I had a sample of Diptyque Tam Dao laying around for ages, but somehow never fully committed to a bigger bottle until recently. I took the sample with me to a recent trip to Rome and fell absolutely in love with it. It’s woody and reminds me of temple incense.

Diptyque Eau Capitale reminds me a lot of my favorite Portrait of a Lady perfume without a lot of the heft and slightly more daytime friendly.

Aquatic (oceanic) scents aren’t really my thing. They rose to prominence in the ’90s and every gelled-up guido or guidette in my small New Jersey town wore some version of Acqua di Gio. Diptyque Do Son definitely gives me fresh floral, aquatic vibes without feeling tacky. I still like it, but I don’t love it. I almost feel like it’s missing something as I tend to gravitate towards warmer perfumes.

Santa Maria Novella Rosa Gardenia and Santa Maria Novella Iris were both purchased in Florence, Italy, however, I soon learned while walking around Coex Mall one day that there’s actually a store here. Both are incredibly fresh, clean, and floral which makes me feel like a queen. The Iris is definitely more subdued while the Rosa Gardenia is a bit more of a flower bomb. Neither are terribly original but both are well done.

Nonfiction Gaiac Flower was an impulse buy at Sephora at the Coex Mall after hearing about the buzz about the Nonfiction Santal Cream. Though Santal Cream was soft, warm, and lovely, it just didn’t do it for me. Gaiac Flower isn’t necessarily my favorite perfume, but it was interesting enough for me to pick it up. The notes are described as, “Wildflower, Gaiac, Oriental, Vanilla, Amber.” It’s syrupy on me which I’m not entirely sure how I feel about.

Ever since I smelled the now-discontinued L’Occitane Ambre in the early 00s, I’ve been a huge fan of amber scents. Serge Lutens Ambre Sultan has been on my list forever, and I was able to track it down via Perfumgraphy in Korea. It’s interesting, and it lingers on my skin as soft, cozy vanilla. I feel like a stick of sweet butt-ah.

I discovered Aesop Marrakech at the Aesop in Harvard Square (Cambridge, MA) and it’s one of my favorite winter perfumes. Notes include cloves, sandalwood, and cardamom.

My cousin came to visit from Hong Kong and brought me a Jo Malone sampler set. Out of all the minis, I enjoyed Jo Malone English Pear & Freesia the most and ended up with a full bottle. It was my go-to spring/summer scent for a while until I got tired of it. It’s very fresh and floral, but it’s also a wee bit boring as a lot of Jo Malone scents can end up missing a special je ne sais quoi. On the other hand, you also just smell nice.

Granhand Kyujang is a multi-perfume, or body & home spray, that smells strongly of an earthy, warm cinnamon stick. It reminds me of a hot toddy or unsweetened cinnamon tea in the Winter, cozied up next to a fireplace. The longevity is quite good considering it is not an EDP. The top notes are fig leaf, bergamot, and pink pepper. Middle notes are cinnamon, thyme, geranium. Base notes are wood, fig, eucalyptus.

I’m a big fan of jasmine perfumes, and even when they may be just one note, I don’t find them super boring. Innisfree Jasmine & Green Tea (EDT) satisfies my craving for a light, fresh spring/summer fragrance without being cloyingly sweet due to the astringent green tea. It’s a good daily driver when I want to just smell inoffensive and clean.

Perfume Brands Available in Korea

Byredo

Founded in 2006 by Ben Gorham, Byredo, based in Stockholm, Sweden, emerged from a diverse cultural background. Gorham, a fine arts graduate with Indian and Canadian heritage, transitioned from visual arts to perfumery after a meeting with French perfumer Pierre Wulff. Byredo’s fragrances are deeply rooted in Gorham’s personal memories and experiences, creating an artistic olfactory journey. Known for iconic scents like “Gypsy Water” and collaborations with fashion labels and photographers, Byredo has become a celebrated name in the world of perfume.

If you want to try the perfumes in-person, Byredo opened two flagship stores in Seoul recently, both in Gangnam.

Byredo Garosu-gil: 1st floor, 21 Apgujeong-ro 10-gil, Gangnam-gu, Seoul (Naver Map)

Byredo Dosan: Byredo Dosan Branch, 12 Dosan-daero 45-gil, Gangnam-gu, Seoul (Naver Map)

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Diptyque

Diptyque, founded by Christiane Gautrot, Yves Coueslant, and Desmond Knox-Leet, originally began as a Parisian boutique offering fabrics and exotic treasures. As demand grew, they ventured into scent creation, launching iconic scented candles in 1963 and a groundbreaking unisex eau de toilette named “L’Eau” in 1968. Today, Diptyque remains a symbol of artistic olfactory experiences, blending creativity and refinement in the world of luxury fragrance.

Diptyque opened a flagship store in Seoul in 2022 with local retail partner, Shinsegae International, and it is gorgeous. Since Shinsegae is its exclusive partner in South Korea, you can still find the brand at their department stores or online at sivillage.com.

Diptyque Garosu-gil: 15, Garosu-gil, Seoul (Naver Map)

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Frédéric Malle

You may have heard of Frédéric Malle’s “Portrait of a Lady”, and boy, does it deliver. Frédéric Malle perfumes are available at most department stores in Seoul, but they also opened a flagship store recently in Itaewon.

Frederic Malle Itaewon: 229 Itaewon-ro, Yongsan-gu, Seoul (Naver Map)

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Le Labo

Le Labo has a list of international locations, including Shinsegae, Hyundai, Space Mue, Galleria, and Shilla I-Park in Seoul, South Korea. There are two dedicated Le Labo boutiques in Seoul, however. I usually pop by the Sinsa store when I’m in the area.

Le Labo Itaewon: 259 Itaewon-ro, Hannam-dong, Seoul, 4348 (Naver Map)

Le Labo Garosugil (Sinsa): 28 Apgujeong-ro 10-gil, Sinsa-dong, Seoul, 6028 (Naver Map)

Aesop

Aesop has penetrated the Korean shores, and you’ll see many a fashionable Seoulite with the Aesop handwash set sitting on their bathroom counter. I was first introduced to Aesop in Boston at their Harvard Square location and still enjoy their spicy, woodsy Marrakech perfume during the winter. You can find an Aesop store just about anywhere in Seoul these days, but I’ve set aside a few of my favorite locations.

Aesop Samcheong: 58-3 Samcheong-ro, Jongno-gu, Seoul (Naver Map)

Aesop Garosugil: 54, Garosu-gil, Gangnam-gu, Seoul (Naver Map)

Aesop Hannam: 259-1 Itaewon-ro, Yongsan-gu, Seoul (Naver Map)

Aesop Parnas Mall: Grand InterContinental Hotel B1, 521 Teheran-ro, Gangnam-gu, Seoul (Naver Map)

Jo Malone

Some of my favorite fresh, summer fragrances are from Jo Malone. Though you can find Jo Malone at just about any duty-free shop and department store around the world, there’s also a Jo Malone store in Itaewon.

Jo Malone London Boutique Itaewon: 267, Itaewon-ro, Yongsan-gu, Seoul, 4348

Jo Loves

British perfumer, Jo Malone, created Jo Loves after departing Jo Malone London which is now owned by Estée Lauder. You can reserve a short “Fragrance Tapas” experience at the store via Naver Reservation where you can test different products and enjoy different fragrances.

Jo Loves (Lotte World Tower): 1st floor, Lotte World Mall, 300 Olympic-ro, Songpa-gu, Seoul (Naver Map)

Granhand

Granhand is a Korean perfume brand with locations all over Seoul, South Korea. They offer multi-perfumes (home, body, fabric sprays), candles, diffusers, and EDP bottles. Many of their products can be stamped as a gift which is a nice touch. Like most homegrown (Korean) perfume brands lately, the scents seem to lean mostly earthy and natural.

They recently opened a store at the top of Namsan Tower, or North Seoul Tower, in Yongsan-gu. I quite like visiting the Bukchon location as it’s intermingled with all the hanok-style houses.

Granhand (Bukchon): 19, Bukchon-ro 11-gil, Jongno-gu, Bukchon (Naver Map)

Luvfume

Luvfume is a Korean beauty brand that sells scented hand lotions and cleansers.

Tamburins

Tamburins is a Korean beauty brand that sells mostly earthy-scented hand sanitizer, scented lotions, candles, and multi fragrances (body/home spray). You can view all their locations and stockists here.

Tamburins Sinsa: 44, Apgujeong-ro 10-gil, Gangnam-gu, Seoul (Naver Map)

Nonfiction

Nonfiction is a Korean perfume brand that is probably most famous for its Santal Cream EDP. You can also buy Nonfiction perfume at Sephora KR, 10 Corso Como Seoul, The Conran Shop, and even Ssense.com.

Nonfiction Hannam: Itaewon-ro, Yongsan-gu, Seoul 55ga-gil 49, 3rd floor (Naver Map)

Santa Maria Novella

Santa Maria Novella is an Italian perfume shop based in Florence that’s been around since 1221. Their Acqua della Regina was gifted from the famous Caterina de’ Medici to the King of France. You can find Santa Maria Novella perfumes at major department stores in Korea like the Hyundai, Shinsegae, and Lotte Department Store. You can also purchase their products directly on their Naver Store.

Santa Maria Novella Coex: 524, Bongeunsa-ro, Gangnam-gu, Seoul (Naver Map)

Erbario Toscano

You can also purchase Erbario Toscano products in South Korea at erbariotoscano.kr. Just for price comparison, the Italian website lists the price of the 100 mL perfume below as € 68.00 — around 91,774 KRW from today’s conversion — and the Korean website lists the price as 120,000 KRW. Unfortunately, the price increase is a reality of living in South Korea and buying imported products.

Erbario Toscano Gangnam: 1st floor, Atre Bldg. 31, Dosan-daero 49-gil, Gangnam-gu, Seoul (Naver Map)

Buly 1803

Buly 1803 is a French-based parfumerie. You can also buy their products directly from their Naver Store.

Buly 1803 Cheongdam: 80-13, Cheongdam-dong, Seoul (Naver Map)

Frama

Frama is a Danish design brand that sells furniture, home goods, lighting, and beauty products. Many of their apothecary products like body oil, edp, and hand washes can be found on SSFshop.com.

MIHAK

Mihàk is a newly launched Korean perfume brand with only three scents at the moment, Vetyver8, 424, and Oud Noir. EQL, Hago, 29CM, WConcept, and SSF have all picked up the brand online. Offline, you can find Mihàk at On and the Beauty (Lotte World Tower, Jamsil, Seoul) and Peep Show (Daegu).

Nelan

Nelan is another Korean perfume brand that sells fragrances and liquid hand soap. You can view their stockists here. There are only three perfumes at the moment: Ending Credit Santal, Noire 1972 Pin, and 21-25 Bergamote.

SW19

SW19 is a Korean perfume brand that seems to have been inspired by the postal code of Wimbledon in London, UK. They have only three perfumes at the moment: 6am, 3pm, and 9pm. There doesn’t seem to be a dedicated space to shop online for SW19 yet, but you can find their products stocked offline at the GOALSTUDIO store.

GOALSTUDIO Garosugil Flagship: 1st floor, 7 Apgujeong-ro 10-gil, Gangnam-gu, Seoul (Naver Map)

TODAY(IS)

TODAY(IS) is a Korean perfume brand that sells fabric sprays, fragrances, and room diffusers.

Loivie

Loivie is a Korean beauty brand launched in 2020 by Shinsegae International. You can purchase their skincare, fragrance, and bath products on sivillage.com.

Visum

Visum is a Korean perfume brand with only three perfumes at the moment: Black the Night, Let Me Adore You, and Tea Moments.

Maison de Thé

Maison de Thé is a Korean brand that sells room diffusers, fabric dress sprays, and perfumed fabric softeners.

RBOW

RBOW is a Korean beauty brand that sells hand creams, cosmetics, body wash, fragrances, and some home accessories. Their stockists can be viewed here. They also ship internationally.

Urban Apothecary London

Urban Apothecary London is a popular UK-based home and body fragrance brand. You can purchase their products at the Conran Shop in Seoul and the ARKI.Store.

Liber

Liber is a Korean beauty brand that sells home fragrances, hand care products, and perfumes.

Youssoful

Youssoful is a Korean fragrance brand that carries room diffusers, candles, and EDP fragrances.

Online & Offline Retailers in Korea

Major department stores in South Korea — Lotte, Hyundai, Shinsegae, for example — will carry a large selection of popular fragrance brands like Byredo, Dior, and Chanel. I won’t get into each department store as it’s pretty standard across the country.

Chicor

Chicor is a major beauty store owned by Shinsegae — much like Sephora — which carries many mainstream perfumes, including some in-store finds like Ariana Grande and Acqua Colonia.

Olive Young

Though the selection of Olive Young varies from store to store, most do carry the most popular feminine perfumes like Chloé Roses or Prada Candy. I’ve noticed that the selection has been getting a bit better as more niche and local brands are gaining in popularity. Some of the major Olive Youngs like the one in Myeongdong and in the middle of Gangnam-daero also carry Byredo.

Perfumegraphy

I’ve had nothing but success with Perfumegraphy and tracking down some hard-to-find perfumes in South Korea like Serge Lutens’ Ambre Sultan. I’ve also purchased Diptyque perfumes here at a reasonable price. They do give out random samples of perfumes as well with each purchase. You can also purchase specific samples of perfumes you want to test like Maison Francis Kurkdijian Baccarat Rouge 540.

There is a physical store at 2nd floor, 15-15 Daehak-ro 10-gil, Jongno-gu, Seoul (Naver Map). If you want a detailed look at what perfumes are on offer at the store, you can check this Naver Blog.

Lotte On

Here’s a weird trick that I noticed with Lotte On. If I search for the exact same product on Google and click the affiliate link to Lotte On via the Google Shopping tab, I can sometimes get a slightly lower price. Double-check the seller that you’re buying the perfume from, however, as sometimes the individual sellers are shipping from overseas which can incur extra duties/taxes. I usually opt for the larger department stores like Lotte Department Store, so that I know it’s shipping domestically.

You’ll find a wide selection from Byredo, Diptyque, Calvin Klein, Jo Malone. Recently, I’ve also noticed Buly 1803 pop up in stores and online.

10 Corso Como

Though not available on their website, if you go to the 10 Corso Como Seoul shop in Apgujeong, there is an interesting selection of hard-to-find perfumes like Ex Nihilo Viper.

SSF

Samsung Fashion Group, or SSF, carries fragrances from SW19, Santa Maria Novella, Maison Louis Marie, By Rosie Jane, Mihak, Frama, Sisology, Malin+Goetz, Visum, Montblanc, Lavoir, Jennifer Lopez, Boucheron, Coach, Anna Sui, Jimmy Choo, Lanvin, and more.

Coupang

You can find a lot of the cheapies and perfumes that have been around forever. I’m looking at you, Elizabeth Arden Green Tea. I wouldn’t necessarily recommend Coupang for higher-end perfume brands as you’re buying mostly from third-party sellers, but you occasionally find some gems that you wouldn’t find otherwise. Just double-check the seller’s policy and purchase at your own risk.

On a side note, I recently discovered that you can find Monotheme EDTs on Coupang for under 20,000 KRW like this bottle of Apotheose de Rose.

SI Village

SIvillage carries perfume brands such as Ex Nihilo, Memo, Hermes, Oribe, Eisenberg, Boontheshop, Jo Loves, Diptyque, Byredo, Santa Maria Novella, and DS & Durga.

W Concept

W Concept has a really nice selection of both Korean perfume brands and popular foreign brands like Byredo, Ariana Grande, Lush, L’Occitane, Tory Burch, YSL, Santa Maria Novella, Acqua di Parma, Anna Sui, Bottega Veneta Beauty, Kenzo, Diptyque, Byredo, Goutal, Tocca, Jo Malone, Dior, and Gucci.

I love the curated selection of fashion & beauty on W Concept in general. Price-wise, it’s usually fair and you know you’re getting an authentic product. The only reason I don’t shop with them more is my complaints in Where to Buy Plus-Sized Clothing in Seoul, Korea 2021 where I mention that it’s ridiculously hard to find non-free size clothing or bigger-sized shoes in Korea, and W Concept is no exception. Still, the beauty and the accessories selection are usually on point.

Sephora

Sephora in South Korea carries popular Western and Korean brands like Nonfiction, Van Cleef & Arpels, Atelier Cologne, Fresh, Loewe, Pleuvoir, Kenzo, Gucci, Maison Margiela, Saint Laurent, and Fragonard. I recommend shopping in-store if you can rather than online as popular products sell out online quickly.

The Conran Shop

The Conran Shop is a lifestyle and furniture store based in the UK that recently opened a flagship store in Seoul, South Korea. You can find a few premium brands like Frederic Malle, Nonfiction, and Buly 1803 here.

Danawa

Danawa doesn’t sell perfumes directly, but it’s a an aggregator which can show you the best deals. Considering most of the perfumes that I buy are imported, you can get an idea of the cheapest place to buy them from. I usually opt to buy from recognized department stores like Shinsegae or Lotte — even if the price is higher — because the last thing I would want is to find out that my perfume purchase is a fake.