Handmade with Heart

Independent Korean fragrance brands are forging a path as consumers seek products, formats and brands that feature handmade or ‘su-je’ elements with unique scents.

Korea’s ‘pali pali’ culture or hurried and fast paced lifestyles often means that goods and services need to be efficient and ideal for people who often appear permanently on the go. Whether its grabbing beauty products from the numerous and often repetitive stores found in subway stations to apply on the way to work or purchasing an Americano coffee from one of the hundreds of stores often packed together in shopping and business districts, many aspects of city life feel relentless.