Men’s perfume market is growing fast in Korea

From left, Dior Sauvage Eau De Parfum, Jovoy Paris 21 Conduit St, and BYREDO Gypsy Water.

The men’s perfume market in Korea is growing fast as more men embrace perfumes as a subtle yet sophisticated means of expressing themselves.

According to data obtained by Maeil Business Newspaper on Tuesday from Beauté Research, a global beauty market research agency, the size of the Korean men’s perfume market has increased by 15 percent in the first half of this year, reaching 34 billion won ($26 million) compared to a year ago. In comparison, the women’s perfume market expanded by only 2.8 percent during the same period.

The men’s perfume market had already recorded a 35.1 percent increase from 2021, reaching 63 billion won in 2022.

With the rapid growth of the market, men’s beauty brands are intensifying their efforts to capture male customers by enhancing their men’s perfume lines. Among the luxury lines, male consumers tend to gravitate towards the high-end options. Brands like Dior, Armani, and Ralph Lauren are particularly popular. Dior is taking significant steps in the male perfume market by opening its first-ever male perfume pop-up store in Korea next month and ramping up its perfume marketing for male customers.

Dior Beauty Korea is planning to launch a dedicated pop-up store for Dior Sauvage Eau De Parfum at Lotte World Tower Mall from September 15 to October 9. The pop-up store will not only showcase the entire range of Dior Sauvage products but will also feature a grooming show with male models - a first of its kind in the country. Gifts and samples will be offered during the event, according to the brand operator.

“We planned this event with the intention of allowing customers to experience the Dior perfume brand Sauvage more intimately, to feel the brand’s value,” said a company official.

For men who are more familiar with fragrances, niche perfumes are sought after. These individuals seek uniqueness, luxury, and a means to express their individuality through scents that go beyond mainstream choices. Niche perfume brands often break away from the traditional gender-based fragrance categories, such as “floral for women” and “woody for men,” offering unisex scents that both genders can enjoy. As a result, men are becoming more open to exploring a variety of scents without hesitation.

According to Shinsegae International, the operator of numerous niche perfume brands in Korea, online sales of niche perfume brands such as BYREDO, Diptyque, Santa Maria Novella, MEMO PARIS, and EX NIHILO increased by 38.6 percent in the first half of this year versus a year ago. Notably, BYREDO, a prominent gender-neutral perfume brand, has gained significant popularity, with products like ‘Gypsy Water’ and ‘MOJAVE GHOST’ becoming bestsellers among male consumers.

In the realm of niche perfumes, France’s well-known brand Diptyque has a standout fragrance called ‘Orpheon’ that appeals to male customers. Inspired by a Parisian bar from the early 1960s, the fragrance features a sensual woody blend of cedarwood, vetiver, and patchouli.

Jovoy, a French niche perfume boutique brand operated by LF, reported that their most popular perfume among men is ‘Jovoy Paris 21 Conduit St.’ This fragrance has gained popularity among fragrance enthusiasts for its soft and gentle scent, recording a sales volume five times higher in the second quarter of this year compared to a year earlier.

‘Jeroboam Vespero’ has also enjoyed steady popularity in Korea since last year. This bestselling product is characterized by a robust amber-woody base layered with a fresh fruity opening. According to LF, Jeroboam Vespero sales have more than doubled in the second quarter of this year vs. last year.