Fragrance house

Nonfiction

Founded by Cha Haeyoung in Seoul, South Korea, in 2019, Nonfiction began with body washes and hand lotions before developing into a fragrance, beauty, and lifestyle brand. Emerging from Seoul’s art and creative scene, Haeyoung established a sensorial approach that connects fragrance with storytelling and design. Nonfiction’s identity centers on using scent to encourage self-connection, reflection, and meaningful everyday rituals. As of July 2025, Haeyoung was the brand’s founder and majority shareholder. French perfumer Maurice Roucel materially shaped its fragrance direction through The Beige, his first collaboration with Nonfiction, released in 2024. The brand is especially associated with Gentle Night, a unisex fragrance identified as a best-seller, while Santal Cream is described as one of its representative and iconic scents.