Korean startup Bonzak is pushing into France's fragrance market this year, capitalizing on growing demand for niche perfumes among younger consumers.
The company is pursuing the establishment of a local subsidiary in France within this year to sell its fragrance products, according to industry sources on the 25th.
"We plan to expand beyond fragrances into body care, spatial products, and lifestyle categories to broaden our brand touchpoints," said Bae Hyung-jin, CEO of Bonzak.
Founded in 2019, Bonzak launched its perfume brand Selvatico three years later. The name derives from Latin meaning "nature untouched by human hands," reflecting the brand's philosophy of conveying authentic charm.
The company's ability to target overseas markets just four years after product launch stems from international networks established early in its operations.
A key partnership is with Robertet, a global natural fragrance specialist and the world's only company managing the entire process from cultivation to extraction and processing. Robertet operates farmland and facilities across 50 countries, producing premium ingredients. The company extracts fragrances immediately from flowers, trees, and plants harvested at dawn by positioning extraction facilities near cultivation sites.
This partnership enables Selvatico to secure fresh ingredients for product development.
Selvatico products are manufactured through companies using French techniques. The "Marseille Liquid Soap" follows 18th-century traditional recipes established under a decree by France's King Louis XIV in the 17th century. The product was developed and produced by a company certified as a Living Heritage Company (EPV) by the French government.
The niche fragrance line "Le Temps Retrouvé" draws inspiration from French novelist Marcel Proust's masterwork "In Search of Lost Time," offering a modern reinterpretation of late 19th to early 20th century French Impressionist culture, according to the company.
In Korea, Selvatico products are sold at Hyundai Department Store locations including Kintex, Jungdong, and Cheonho branches, as well as Connect Hyundai Cheongju and I'Park Mall Yongsan, targeting customers in their 30s and 40s. Products are also available through major online channels including Musinsa and KakaoTalk Gift.
Sales increased 55% year-on-year in 2024. In January of that year, the company raised 2.5 billion won in pre-Series A funding from Eugene Asset Management, Aju IB Investment, and FuturePlay.
Bonzak believes its product competitiveness and domestic customer response position it for success in France. The company plans to launch a new product line inspired by French novelist Albert Camus's "The Stranger" in the second half of this year.
The company also plans aggressive expansion into Japan and China. It will participate in a Chinese niche perfume fair in October, following its 2024 appearance.
"Our long-term goal is to evolve beyond a fragrance brand into a lifestyle brand that designs sensory experiences and culture through scent," Bae said. "Starting with perfume, we aim to establish our brand presence across daily life and consumer experiences."