Social media sales allow premium fragrances to move closer to the MZ generation. Kakao Talk, the country’s number one messenger application, has a gift system whereby consumers can easily send one another gifts through the application.
Fragrances are becoming more popular, and this category holds amongst the highest growth potential in beauty and personal care. Fashion brands are therefore seeking to enter this appealing category.
Fragrances became a means of expressing one’s beauty during the pandemic. With less use of colour cosmetics such as lip products due to mask-wearing, consumers spent more on fragrances.
Mass unisex fragrances is expected to see the fastest current value growth within fragrances in the forecast period. Lush’s pioneering products have achieved great success have expanded the consumer base for mass unisex fragrances.
Premium fragrance houses are expanding their category coverage, transforming into lifestyle scent brands. For instance, Jo Malone launched car diffusers in 2021.
Premium unisex fragrances is expected to maintain the strongest growth within premium fragrances in the forecast period. Brands such as Jo Malone, Byredo, Aesop and Tom Ford are recording remarkable sales growth, and this is expected to be maintained over the forecast period.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.
See All of Our DefinitionsThis report originates from Passport, our Fragrances research and analysis database.
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