[Edaily Reporter KYUNG GYEYOUNG ] K-Beauty is expanding its reach beyond skincare and color cosmetics to include perfumes. As interest in K-culture and lifestyle grows, the brand value of K-perfume brands has risen accordingly, and marketing synergies are being further enhanced through collaborations with idols and influencers.

According to import-export trade statistics from the Korea Customs Service released on the 9th, perfume exports from January to May of this year totaled $33.62 million, a 71.8% increase compared to the same period last year. In particular, exports in April reached $8.39 million—marking the first time they surpassed the $8 million mark—and set a new all-time monthly record since relevant statistics began being compiled in 1988.

A notable change this year is that the United States has emerged as the largest export destination, surpassing China and Japan. Exports to the U.S.—considered the world’s largest perfume market—alone totaled $8.9 million so far this year.

The rapid growth of K-perfume is largely attributed to the influence of K-culture. The consumer trend of taking an interest in Korean culture and emulating its lifestyle is expanding to include perfume. Favorable perceptions of technologically advanced K-Beauty have also supported this expansion. Kim Ju-deok, a distinguished professor in the Department of Beauty Industry at Seoul Cyber University, analyzed, “With perfume, how you brand your image is crucial, and K-perfume is growing by riding the wave of K-Beauty and K-culture.”

In fact, many K-perfumes have gained fame as “○○ Perfume” after being worn by idols or influencers. Tamburins’ “Camo” rose to prominence as BLACKPINK’s Jennie’s perfume, while Sisao became better known through aespa’s Karina, and Born to Stand Out through Tomorrow X Together’s Yeonjun. Vivian also unveiled a collection created in collaboration with Boy Next Door.

Tambourines, considered one of the two leading brands in the K-perfume market, made its first foray overseas by entering the Japanese market in 2024 and is expanding its stores to China and Thailand as well. A Tambourines representative stated, “We are continuing to expand our market presence in China and Japan, and are exploring ways to enter the U.S., Europe, and Southeast Asia.” Nonfiction is actively expanding into overseas markets, opening stores in New York, USA, following its launches in Japan, Hong Kong, and Thailand.

The popularity of Korean perfumes has also transformed department store perfume counters, which had previously been dominated by international brands. Last year, Lotte Department Store brought Tamburins and Roe to its Busan flagship and Daejeon branches, respectively, and this year, it hosted pop-up events for domestic perfume brands such as Trentaroma, Kuoka, and FXONG! at locations including Lotte World Mall in Jamsil. HYUNDAIDEPARTMENTSTORECO.,LTD(069960)is operating “Biclin Essential,” a line featuring Korean perfume products, within its own beauty concept store, “Biclin.” Biclin Essential showed strong growth, with sales in the first half of this year increasing by 64.7% compared to the same period last year.

#Sikors, the beauty concept store operated by Shinsegae Co.,Ltd, plans to further strengthen its fragrance category through a brand reorganization next month, following its introduction of Born to Stand Out last year—the first such move by a Korean beauty concept store. K-perfume sales alone surged approximately 2.5 times compared to the same period last year, contributing significantly to overall revenue. At branches in Myeongdong, Hongdae, and Gangnam Station—which attract large numbers of foreign tourists—K-perfume brands already account for 90% of all perfume sales.

An industry insider stated, “As interest in Korean culture and lifestyle grows, K-brands themselves are becoming a fanbase,” adding, “The popularity of K-perfumes is also increasing thanks to the unique, more refined brand sensibilities and marketing strategies characteristic of Koreans.”