Fragrance house

Loe

LOE, short for “Life On Earth,” is a South Korean lifestyle fragrance brand founded by Kwon So-young, an ISIPCA graduate with more than 20 years of experience in fragrance-product development and consulting. The brand frames fragrance as part of everyday life, favoring accessible scents conceived as companions for daily use rather than grand narratives. Kwon So-young oversees material selection, perfumery, and product development, giving her a direct role in LOE’s olfactory direction. LOE also links its identity to environmental and ethical practices, including avoiding animal-derived materials and using responsibly sourced paper and soy ink in its packaging. In 2023, it announced the opening of its official U.S. online store, describing the move as its entry into the American market. Among its creative projects is “Slow Stop,” developed over approximately a year with perfumer Céline Ellena for Hyundai Card’s Design Library, including spatial application.