Korean startup Elorea wants to bring Korean fragrances to lovers of perfumes and K-Beauty brand fans. The K-Beauty Fragrance brand Elorea has attracted $2 million (about 2.6 billion won) in seed investment. CJ Investment, Base Investment, and Strong Ventures participated in the investment.
Elorea is a compound word of ‘Elements’ and ‘Korea’ and was born in New York in January 2022. It is making its name known as a K-beauty brand by introducing perfumes and scented candles inspired by the Taegeukgi Geongon (the Korean Flag). The brand Ellorea has been founded by couple Woony Lee and Su min Park, who got married in 2018. The founder duo wanted to spend more time in South Korea and got inspiration from the K-beauty brand trend globally.
“Elorea is the world’s first perfume brand based on a deep understanding of Korean culture and history,” said Kim Hyeon-Gyu of CJ Investment.
The brand’s four fragrances are Heaven, Earth, Fire, Water — and Korea. The scents are a nod to the four trigrams on the Korean flag. The aromas are categorized as floral, woody, fresh, and warm. All the Elorea scents are genderless. The ingredients for the perfumes have been sourced from South Korea.
Elorea is currently focusing on expanding its brand with actor Yoon Chan-young as its model and plans to introduce beauty products based on Korean history and culture.
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