LOE

LOE, short for Life On Earth, is a Seoul fragrance brand run by a company based in Gasan-dong, in the city's Geumcheon district. It calls itself a lifestyle brand that shares fragrance, and its motto is that life gets better with good scents. The idea is perfume for an ordinary weekday rather than one saved for special occasions, so the names say plainly what you will smell.

The core of the range is 50 ml eau de toilette and eau de parfum: White Shirts for clean linen, Peach & Tea, Lazy Vanilla, Harsh Green for a flower shop, Sincere Wood and Moss Green, with White Tea and Green Tea added in 2026. Its best-loved scents also come as a solid perfume stick, and some as hand cream, hair mist or a room diffuser.

LOE runs five shops of its own in Seoul, all on its official store list: LOE Myeongdong at 3 Myeongdong 6-gil, open until 22:30 and the newest, opened in March 2026; LOE Seongsu at 57 Yeonmujang-gil; LOE Hannam at 58-7 Itaewon-ro 54-gil; LOE Dosan at 35 Eonju-ro 164-gil; and LOE Yeonnam at 11 Yeonhui-ro 1-gil, by Exit 3 of Hongik University Station. A 50 ml eau de toilette costs 46,000 won on its Korean site. Try White Shirts first: it sits in the bestseller list on the official site, and its soap and linen notes of lotus, lily of the valley and white musk are an easy way into the house.