All products featured on Allure are independently selected by our editors.
However, we may receive compensation from retailers and/or from purchases of products through links in this article.
Lee worked in venture capital and wanted to invest in bringing a K-beauty line to the United States.
Courtesy of brand
One day, the couple wandered a Korean boutique beauty store, staring at asea of skin-care products.
There were so many.
“It was cool, but it also felt crowded,” Lee tellsAllure.
Wonny Lee
But when they got to the fragrance section, Lee noticed something.
“Le Labo, Chanel, those typical names.
“Growing up, I didn’t know that Korean perfume brands really existed,” Park says.
Su min Park
“What was accessible to us all were these western brands that’s all I saw.”
Enter, Elorea, which launched earlier this year.
The scents are a nod to the four trigrams on the Korean flag.
There have beenrecent callsto retire this branding, which implies an exoticism and othering of non-western scents.
“We’re not using that term,” Park says.
I’ve taken to spritzing on Fire as a mental pick-me-up.
“We want to be part of an evolution away from that.”
