Fragrance house

Keyth

KEYTH formally launched in South Korea in November 2023. Operated by KEYTH International Co., Ltd. and founded by Choi Kyoung-ah, the brand grew from her earlier work producing press kits and branding for domestic and international beauty brands. Its name and concept draw on the image of a key opening doors, framing fragrance as a way to discover concealed beauty, personal potential, and connection with the inner self. KEYTH began with fragrance, which Choi viewed as a force that creates an individual’s atmosphere and as the starting point for defining the brand’s identity, before expanding into makeup and lifestyle goods through seasonal, fashion-collection-inspired groupings. In October 2024, Sun Smile announced exclusive distribution rights for KEYTH in Japan, with the Japanese launch scheduled for November 1; by March 2025, KEYTH was in its second year and pursuing a more international public identity.