Fragrance house

mise en scene

Mise en scène is a South Korean hair-care and hair-fashion brand owned by Amorepacific. It launched around 2000–2002 as a hair-coloring brand before evolving into total hair care and styling. Its identity draws on the French film-and-theater term mise-en-scène and the idea that styling hair is a form of self-expression. Perfect Serum, launched in 2011, became a signature line, with cumulative sales approaching 100 million bottles by 2025. The brand has also explored fragrance in hair care, including a 2015 perfume line and a 2026 Perfect Serum Bespoke concept offering nine fragrance options. In 2025, Amorepacific renewed mise en scène’s visual identity with a more legible wordmark, a revised symbol system, and the concept “ON STAGE STYLE,” while retaining its emphasis on personal expression.