As K-beauty continues to make its mark on the global beauty scene, Korean fragrance is following close behind. In Manila, three Korean fragrance brands have already made their way to Filipino consumers, bringing with them distinct takes on scent—from provocative and unconventional blends to soft botanicals and indulgent gourmands. Here, Korean fragrance proves that it’s far from having just one signature.
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BORNTOSTANDOUT
Rooted in rebellion, BORNTOSTANDOUT has found a permanent home in Glorietta 4, bringing its bold fragrances and unapologetic approach to scent to Manila. Known for unconventional combinations and equally provocative storytelling, the brand doesn’t shy away from fragrances that make a statement.
Its selection spans Eau de Parfums and Eau Intimite collections, with cult favorites like Gold Juice, Warm Air, Dirty Rice, Drunk Lovers, and more. Even the names hint at what to expect: fragrances designed to push against the expected and make scent feel a little more personal, playful, and provocative.
Hetras
With its distinctive bottles wrapped in woven covers, Hetras brings a more tactile and atmospheric approach to fragrance. Now available at Power Plant Rockwell, the Korean label draws from florals and botanicals to create scents that feel soft yet transportive.
Its fragrances evoke the feeling of moving through different spaces—from the quiet luxuryLuxuryrefers to a state of exceptional comfort, elegance, and quality, often characterized by premium craftsmanship, exclusivity, and superior experiences.Go to Luxury Glossary of a hotel room to the lush landscapes of Jeju. Rather than overpowering the senses, Hetras leans into the beauty of understated blends that invite you to linger.
Etleé
Minimalist yet sophisticated, Etleé may already be familiar to NMIXX fans, with the Korean girl group having served as brand ambassadors. Now available at SM Makati, the fragrance label is making its mark with scents that are as indulgent as they sound, including Caramel & Pistachio, Fruit Punch, and French Vanilla.
But there’s more to Etleé than its dessert-like fragrances. Its collection plays with different ways of experiencing scent, from single-note moods and more complex combinations designed for layering to luxurious multisensory experiences. It’s a reminder that fragrance can be as much about experimentation as it is about finding a signature scent.
With these Korean fragrance labels now in Manila, there’s more to explore beyond the familiar world of K-beauty. Whether you gravitate toward something bold, botanical, or sweet enough to eat, these scents offer Filipino fragrance lovers a new way to discover what’s coming out of Korea.
Featured Image and Photos: BORNTOSTANDOUT, HETRAS, ETLEÉ (via Instagram)
Frequently Asked Questions
BORNTOSTANDOUT has a permanent location at Glorietta 4 in Manila, offering bold, unconventional fragrances across its Eau de Parfum and Eau Intimite collections, including cult favorites like Gold Juice and Dirty Rice.
Hetras is now available at Power Plant Rockwell in Manila, known for its botanical, floral-driven scents housed in distinctive woven-covered bottles.
Yes. Etleé is now available at SM Makati, offering gourmand-inspired fragrances like Caramel & Pistachio, Fruit Punch, and French Vanilla, alongside more complex layering and multisensory scent collections.
Etleé counts NMIXX as brand ambassadors, with the Korean girl group’s association contributing to the label’s recognition among K-pop fans discovering the fragrance brand.
The three brands span distinct fragrance styles: BORNTOSTANDOUT is known for bold, provocative scents, Hetras focuses on soft, botanical, atmospheric blends, and Etleé specializes in indulgent, dessert-inspired gourmand fragrances.
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