Shinsegae International Strengthens Perfume Business... Secures Domestic Distribution Rights for Jo Loves

Genius Perfumer Jo Malone CBE Launched Innovative Brand in 2011
Pop-up Store Opens on Garosugil on the 6th of This Month, Featuring a Fragrance Tapas Bar Experience Space

[Asia Economy Reporter Lim Hye-seon] Shinsegae International is strengthening its perfume business, judging that the domestic niche perfume market has high growth potential.

On the 6th, Shinsegae International announced that it secured the domestic distribution rights for the British niche perfume brand JO LOVES and will open a pop-up store in Garosugil. With this, Shinsegae International now holds a total of nine perfume brands including JO LOVES, Diptyque, Byredo, Herm?s Parfums, Memo, and Ex Nihilo. It has the most niche perfume distribution rights among domestic cosmetics companies.

JO LOVES was launched in London, UK in 2011 by perfumer Jo Malone CBE (Commander of the Order of the British Empire). The brand was born from a determination to create perfumes that transcend personal preferences and eras rather than fragrances that divide opinions based on individual tastes or standards. It offers deeply nuanced and delicate scents crafted from Jo Malone CBE’s sense of smell, inspiration, and memories.

The Garosugil pop-up store, opening alongside the launch of JO LOVES, will operate until June 30. It is designed as an experiential space identical to the London store and offers a unique experience through a ‘Fragrance Tapas Bar’ rather than the traditional scent strip method.

The Fragrance Tapas program is a special scent course unique to JO LOVES, designed to help customers easily find a fragrance that suits them. Customers select the scent they want to sample, then fragrance bubbles are created using a cocktail shaker and served in a martini glass to richly experience the scent as if drinking a cocktail. Afterwards, fresh whipped cream infused with the fragrance is freshly dispensed and gently applied to the customer’s skin with a brush, allowing them to directly feel and experience the scent.

At the JO LOVES Garosugil pop-up store, customers can explore the brand’s entire perfume collection, body care products, and home candles. Among these, the Fragrance Paintbrush is a patented product of the brand, a fresh gel-type perfume that allows users to paint fragrance directly onto the skin with a soft paintbrush.

All JO LOVES fragrances are inspired by Jo Malone CBE’s personal memories and cherished experiences. The brand’s first perfume and global bestseller, ‘Pomelo,’ was inspired by a vacation spot she visited to regain her lost sense of smell and creativity after a long illness. It is a fresh citrus scent expressing the sparkling waves and white sandy beaches of the seaside.

The representative product price ranges are Eau de Toilette perfume 50ml at around 149,000 KRW, 100ml at around 239,000 KRW, Fragrance Paintbrush at around 79,000 KRW, shower gel at around 69,000 KRW, and candles at around 109,000 KRW.

Kim Myo-sun, Head of Global Cosmetics at Shinsegae International, said, “We plan to continuously discover and introduce new perfume brands,” adding, “We will solidify our position by securing differentiated brands so that Shinsegae International becomes synonymous with niche perfumes.”

This content was produced with the assistance of AI translation services.