Page 58 - EM - EXPORT MAGAZINE PERFUMERY EDITION

R R E E P P O O R R T T

Both domestically and internationally the demand for niche
perfumes is particularly strong with the MZ (Millennial and
Gen Z) generation who value a more individual and emotional
approach. Sisology is part of this new generation of perfume
brads that utilise the sensory and emotive power of fragrances
to engage the imagination of their customers, they focus less on
geography and more on a shared mindset and lifestyle.

From day one, Sisology’s
founder Nicole Park took a
universal customer approach
that is reflected by their
One brand that has a strong focus on international markets ongoing international growth.
since founding in 2015 is FEMMUE. At the forefront of naturalism Alongside the exceptional
and sustainability, FEMMUE’s flower therapy philosophy quality of their fragrances, a
delivers a range of skincare that combines natural ingredients, key factor in Sisology’s success
sensory experience and premium textures. Japan was the is their customer-centricity, an
first key success and that was then followed by the US with example of which is the Never-
their launch in Bergdorf Goodman in New York. To support Ending Story Project, they
their ongoing growth, FEMMUE like many K-Beauty brands run prior to a new product
leverages Instagram and X to build and maintain connection launch, where they invite their
with their international fanbase. Founder Kelly Chung’s strategy customers to be the first to
with product development further demonstrates consumer experience the fragrance and
engagement as they analyse real-time customer feedback from share their stories. “The final chosen story not only inspires
platforms and reviews to ensure their R&D reflects global needs the name of the new fragrance, but also becomes the subject of
and maintains relevance across markets. “FEMMUE’s global a customer interview that we share as part of the launch.” says
expansion has driven significant evolution in its R&D strategy, Nicole Park, Founder Sisology “This approach has allowed us
focusing on diverse skin types and regional preferences. In Japan, to connect deeply with our customers by making them true co-
the emphasis was on delicate textures and fragrances, while in creators in the brand journey. While I believe localization is indeed
North America, R&D prioritized hydration and solutions for diverse very important when entering different regions and markets, it is
skin tones. For the Middle East, particularly Dubai, FEMMUE is equally essential to stay true to the core philosophy of Sisology.
developing lightweight, deeply hydrating formulas suited to hot, That balance – respecting local context while holding onto our
humid climates.” identity – is what makes our brand meaningful across borders.”

The Rise of K-Fragrance

According to recent data Korean fragrances export value was
$386.4 million (equates to 3.8% of total cosmetics exports) in
2024 which is a 39.9% increase compared with the previous
year which represents the highest growth rate of any category.
Korea is in no doubt a global beauty powerhouse,

it continues to shape and inspire the industry in a
way that is unprecedented. When you combine this

engagement with K-Beauty’s signature quality,

innovation, value, consumer-focus and ability for
reinvention to match the consumer mindset, it is

easy to see why more and more global retailers
prominently feature Korean brands.

For more information on how IL Brand Consultancy can help you expand your brand,
please contact us on info@ilbc.co.uk or visit our website at www.ilbc.co.uk