Fashion and cosmetics retailer Shinsegae International announced on Wednesday that the global niche perfume brand Byredo had launched a beauty store in Garosugil, an upscale shopping district in southern Seoul.

At the store, visitors have the opportunity to consult with professional consultants and try out all the available products.

Byredo, for which Shinsegae International holds the domestic sales rights, attracts a customer base primarily composed of individuals in their 20s and 30s, accounting for approximately 70 per cent of their clientele.

Garosugil has emerged as a new hub for niche perfumes, with various popular fragrance brands opening stores in the area.

Last year, Diptyque inaugurated the world’s largest flagship perfume store, while Le Labo and Aesop also established their presence in Garosugil.

This story was originally published by Yonhap, via Korea Bizwire.