Elorea Is a New Korean-American Fragrance Line — Meet the Founders | Allure

Elorea Is a New Korean-American Fragrance Line — Meet the Founders | Allure

All of the scents are genderless, and Lee notes that the cis men he knows have gravitated toward Heaven, which is a floral scent that traditionally would cater to women. “It’s almost as if taking the ‘floral’ label out makes it a scent that men feel ‘comfortable’ wearing,” he says. “It has grown into being one of my favorites as well, and I’ve heard men speaking about it more than our female customers.”

As for this female customer, I’ve found myself drawn to Fire, an ultra-sexy blend of Jeju citrus, iris, and amber. I’ve been wearing it during a time of personal transition: a new job, going back to the office after working from home, and — most intimidatingly — as I try out a new, very fancy yoga studio that I can barely afford, where all the patrons look like the children of oligarchs (they wear hundred-dollar workout leggings and appear to know a lot about horseback riding).

I’ve taken to spritzing on Fire as a mental pick-me-up. It boosts my confidence and reminds me that I deserve to be in a rarified space just as much as the next person. Nothing will make me excited to go back to commuting again, but at least I have a place to wear the perfume. It reminds me a bit of Tom Ford Tuscan Leather, though the burst of Jeju citrus makes it very unique, at least to my nose. 

Lee says one of the “most important” parts of starting a perfume line was sourcing ingredients from South Korea. “Maybe it’s ingrained in the culture — the best perfumers on the planet go to study in Europe and end up using ingredients from that region because that’s how they were trained,” he explains. “We want to be part of an evolution away from that.”

While the couple takes great pride in their Korean heritage, they also hope that the line appeals to everyone. They’re not calling for a complete overhaul of the fragrance industry; they just want to be a part of it.

“At the end of the day, I’d like to imagine our brand standing side-by-side with our American and European counterparts,” Lee explains. “I love [brands like] Le Labo; I can visualize us sitting by them in a store. Certainly, if Asians are consumers of these goods, we should also have some shelf space at the same time.”

This content was originally published here.

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