Introducing Elorea, a sleek and innovative Korean perfumery nestled in Manhattan’s vibrant NoLIta neighborhood. The name itself, Elorea, is a clever combination of “elements” and “Korea,” reflecting the brand’s commitment to both nature and Korean heritage. Stepping into this fragrant haven, you’ll be greeted by mesmerizing paintings and pottery created by talented Korean and Korean American artists. The alluring aroma of coffee wafts through the air, enticing you to indulge in a unique chocolate and perfume pairing experience. The knowledgeable shop attendants, dressed impeccably in black, eagerly await to guide you through Elorea’s exceptional gender-neutral fragrance collections.
For Albert Chun, a 36-year-old customer whose parents immigrated from Seoul to Oakland, Calif., in the mid-1980s, Elorea embodies the pride of the Korean people. Intrigued by the concept, he remarks, “Even though I’ve never heard of a Korean perfume brand, I just figured it’s going to be on another level.”
The allure of Korean beauty, or K-beauty as it’s affectionately known, is just one facet of the astounding “hallyu,” or Korean wave, sweeping across the globe through K-dramas, K-pop, and technological innovations. This cultural phenomenon has propelled South Korea to the forefront of the global economy.
Surprisingly, when Su min Park, 35, and Wonny Lee, 36, explored a department store in Seoul in 2019, they were taken aback by the absence of Korean perfume brands. Expanding on this observation, Ms. Park explains, “Korea and Asia, in general, have a profound and intricate relationship with scent, yet it remains significantly underrepresented in the current market.”
With Mr. Lee’s background in e-commerce and marketing at prominent companies such as Samsung, Turtle Beach, and Greats, and Ms. Park’s experience as a photographer and art director for renowned clients like Ann Taylor and Fekkai, the couple seized the opportunity to establish their own Korean perfumery.
However, they were determined not to label their venture simply as a “Korean perfumery” without substance. Refusing to rely solely on their Korean heritage, Mr. Lee recalls, “We didn’t want to just slap, like, ‘K’ in front of it because we’re Korean founders.” Ms. Park, who migrated to Brooklyn from Seoul at the age of 10 in 1998, strongly agrees, emphasizing that some beauty companies might merely label a product as “Japanese” solely because of the use of cherry blossoms in their branding.
Together, they embarked on a journey to delve deeper into their culture, history, and the significance of scent. Inside Elorea, every detail is infused with symbolism. The curved base of the shop’s display table, inspired by traditional Korean roof tiles, pays homage to their roots. The minimalistic black and white color scheme reflects the “taegeuk,” or “great polarity,” philosophy embodied by the Korean flag. Elorea’s foundational collection, “The Elements,” consists of four exquisite fragrances, each inspired by the enchanting trigrams adorning the Korean flag, symbolizing earth, sky, fire, and water.
According to Mr. Lee, the fragrances in “The Elements” align perfectly with the four main olfactory classifications typically found on fragrance wheels: floral (sky), fresh (water), woody (earth), and warm/spicy (fire). He recalls a moment of inspiration, stating, “I was staring at the Korean flag, and I was staring at the fragrance wheel, and I was like, ‘There’s no way this can be; it’s too perfect.'”
Ms. Park takes the lead on Elorea’s second fragrance line, “The Forgotten Words,” drawing inspiration from Korean words that were once commonly used but have gradually faded from everyday conversation. One such fragrance, “Gentle Shower,” evokes the Korean word “jambi,” which signifies a sudden rain that allows farmers to rest. The perfume incorporates perilla leaf, a minty herb reminiscent of licorice commonly used in Korean cuisine.
For Ms. Park, Elorea offers an opportunity to reconnect with the country she felt distant from during her formative years. She reflects, “Part of me was always back at home.”
For Mr. Lee, Elorea represents a journey of rediscovering his Korean pride and identity. Growing up, he faced instances of racism and felt compelled to downplay his Korean heritage in order to fit in. In a conversation with his friend, renowned chef Hooni Kim, Mr. Lee was questioned about his deep interest in sharing Korea’s story. In response, he revealed, “I personally feel like Elorea is my ask for forgiveness to my younger self, my deepest apology.”
In their quest to celebrate Korean culture, the couple consciously integrates the work of other Koreans and Korean Americans in their store, showcasing custom drinks from the beloved Korean coffee brand Gute Leute and displaying a captivating blue painting by Korean artist Son il near the entrance.
Elorea is more than just a perfume store. It serves as a dynamic and ever-evolving space that aims to highlight and honor Korean culture. Mr. Lee conveys their vision, stating, “We want to collaborate with entrepreneurs, we want to collaborate with artists because, at the end of the day, their success will be our success.”
As you step into Elorea, be prepared to embark on a sensory journey unlike any other, where fragrance, art, and culture intertwine to create an unparalleled experience.
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