Young Koreans Prefer Niche Scents Over Luxury Labels, Reshaping Perfume Market
Creatrip Team
7 months ago
Korea’s perfume market is growing—projected to reach about 1.357 trillion won by 2028—as young consumers (the MZ generation) increasingly choose niche perfumes that emphasize a brand’s philosophy, unique concepts, and personal expression rather than mainstream luxury names. Sales data show strong growth (about 6.7% last year and an 84% rise in one fashion platform’s perfume transactions over a recent 3-month period). Consumers report selecting fragrances that fit their taste and image, often mixing scents to create a personal signature. Retailers are expanding offline touchpoints and flagship stores (e.g., Loewe Perfume opened in Seongsu-dong) because sampling is important for niche discovery. Industry experts say these trends reflect young people’s desire for individuality and sensory ways to signal identity.
