Youssoful

Youssoful is a Seoul perfume house run by Staywith Co., led by Yoo So-yeon, with its office in Sinsa-dong, Gangnam. On its brand page the name stands for Your Scent, Your Story: the scent is how you carry yourself, and the story is the memory held in it. The house says it would rather make scents that settle into the day than loud ones, and that it started with perfume before adding home fragrance, body care and hair care.

Its main line is perfume in 50 ml bottles, which retailers abroad sell as extrait de parfum, and its product pages say they are made in Korea. The shop sorts them into floral, citrus, woody and musk-spicy families and lists the notes plainly. Saint Moritz, for example, is grapefruit and fig, then peony and jasmine, then vanilla orchid and white musk.

There are five shops of its own, all on its stockist page: Youssoful Hannam at 23 Itaewon-ro 49-gil, Youssoful Apgujeong at 32 Eonju-ro 168-gil, Youssoful Yeonnam at 28 Yeonhui-ro 1-gil and Youssoful Samcheong at 15 Bukchon-ro 5ga-gil, all in Seoul, plus Youssoful Jeonpo in Busan. The Hannam shop has a tea room, takes bookings for a short tea tasting and sells Black hibiscus, a perfume found only there. In 2026 the Korea Trip Tips guide listed the Yeonnam shop as a tax refund store. A 50 ml perfume costs 63,000 won on its Korean site. Try Saint Moritz first: the house calls it its signature, the scent most people meet first and keep the longest.