Fragrance house

Elorea

Founded in New York in 2020 by Korean-American couple Wonny Lee and Su min Park, Elorea was conceived after they observed that Korean beauty had little fragrance representation and that perfume shelves in South Korea were dominated by Western brands. The company first launched scented sanitizers in 2020, then officially introduced its fragrance line as a direct-to-consumer brand in 2022. Its name combines “Elements” and “Korea,” expressing a connection between Korean culture and the elements heaven, earth, fire, and water. The debut Elements collection comprised four genderless fragrances inspired by the four trigrams of the South Korean flag. Elorea’s creative identity draws on Korean heritage, scent traditions, cultural memory, nature, and modern reinterpretation, using Korean ingredients and storytelling to connect tradition with contemporary perfumery. In 2023, it introduced The Forgotten Words Collection, based on four obsolete Korean words and developed with Givaudan senior perfumer Linda Song. Hazy Blue, part of that collection, is currently placed under “Best Sellers” on Elorea’s site and is linked to ēnae, a Korean word for hazy blue light visible at a distance during sunset.