3 x Things We Love About Cult Korean Brand Soohyang

Soohyang Kim’s self-titled fragrance range has finally landed in London. With their ever growing presence in Asia, we’re excited to see how they bring the brand to life in new markets. Let's start with three ways we think their brand acts as good as it smells.

1. Sweet talk

Let’s be honest, it’s a tough job enticing someone to buy a fragrance before they’ve smelled it. But Soohyang speaks to us in a way that’s just as sweet as their scents. With aromatic names like, “Through the Olive Trees”, “Girl’s Neck”, and “Every day is like a Sunday” you not only picture, but smell the full essence of the scene. 

Now, we couldn’t go any further without mentioning the insta-worthy packaging. We’re not ashamed to admit, we can’t get enough of millennial pink. And it’s never looked better than on Soohyang’s beautiful packaging, contrasted with bold, black typography. Is Soohyang what millennial pink has been looking for all along? Disclaimer: despite popular belief you don’t need to be a millennial to appreciate millennial pink.

2. House of scents

In its distinctive blue shell, Villa Soohyang, Seoul, is a hidden gem - and although hard to find, has become a well-known place for those curious about unique and beautiful fragrances. Spread across two floors, customers are invited to live and breathe-in the brand, from browsing to purchase.

    Through Airbnb, Kim Soohyang offers personal scent adventures at the villa: inviting customers to bring a photo or item that reminds them of Seoul, then together, develop a bespoke fragrance & candle to capture memories of the city.  

Villa Soohyang is a perfect physical manifestation for a brand who has named two of its perfumes after streets in Seoul, ‘Itaewon 565’ and ‘Gangnam 8’.  Here’s hoping their success in Fenwick of Bond Street leads to London’s very own Villa Soohyang. 

3. Collaborate in good company

Who you collaborate with says at much about your brand as you do; so, if you’re going to collaborate, do it right.  Lucky for Soohyang, they seem to be spoiled for choice and have taken full advantage of the company they keep.  

A collaboration with Vogue is what every cosmetic brand dreams of, and with a simple story of “Smell like Vogue”, it couldn’t be more perfect. 

SEEN is compiled by LOVEs Head of Culture, Kat Towers. Want to say hello, ask questions or challenge her cultural knowledge then get in touch kattowers@lovecreative.com.