More than a single scent,
we think about the moments it accompanies.
The book describes the Sun in the language of direction and will, the Moon in the language of emotion and state, and the Star in the language of relationships and roles. Even within one day, what we need changes.
HYANG PRO brings this idea to the experience of choosing a scent: the morning moment when you picture the day's direction, the evening time when you come back to yourself, the times you meet others. It is a way of finding the scent that suits the scene you are in.
Five eaux de parfum,
a language of five different impressions.
In the book, OZON is linked to air, MARE to water, ROUX to fire, GROVE to earth and WOODLY to tree. This is how our brand understands scent — not a classification that fixes your personality.
Why I chose scent
I have loved drawing since I was a child. Art was always close to me, and I studied design. In middle school I fell in love with music too — I listened to classical music and sang in a choir. Choral singing is still part of my life.
Looking back, I have always been sensitive to the senses — sight, sound, smell and taste. And I believe the senses are connected. Just as seeing a picture of food lets you imagine its taste and aroma, one sense calls up another and moves the heart.
I first truly met scent through eucalyptus, after giving birth to my son. Winters were uncomfortable for me because of rhinitis, and eucalyptus felt cool in my nose while offering a strange kind of comfort. That was when I felt that scent could go beyond a pleasant smell and touch both the body's senses and the state of the mind.
That experience led me into the world of aroma. Through Italian aromas I had the chance to visit the places of origin and the companies in person. There I experienced and studied many aromas, and in 2008 I began creating fragrances. I returned every year to complete the training, and my wish to make this my life's work grew clearer.
I then opened a shop in Haeundae, Busan, and began recommending scents to many people. Back then it was called 'Kim Joo Lyun Aroma Clinic.'
I don't think life is made only of the basics of eating and sleeping. Even when daily life and health are fairly stable, we live through different emotions and conditions every day. Each time, I felt we need something that soothes the heart, lifts the mood and helps us gather ourselves again.
Recommending and adjusting scents for countless customers and spaces, I came to understand more clearly that scent is not just a matter of taste — it should be designed differently for a person's state and a space's purpose. Meeting so many people, I also learned that emotion, memory and environment all play a part in choosing a scent.
That is why I chose scent.
HYANG PRO is not simply a brand that sells fragrance products. We want to be a brand that reads people's hearts and the mood of a space, and proposes and designs the scent that fits.
Find Balance, Feel Alive.
May scent help you find balance in life and feel more alive each day.
— Kim Joo Lyun, Founder of HYANG PRO