Birgith Roosipuu
A Korean beauty store is a haven of skincare and cosmetics with walls lined with snail mucin serums, hydrating ginseng-infused sheet masks, and cushion compacts for dewy radiance. However, one category that remains glaringly absent is deodorants. Beyond a selection of classic Nivea, global giants like Dove, Rexona, or Old Spice rarely get a place on shelves.
Considering the high temperatures of Korean summer, often reminiscent of their saunas, this absence of odor hygiene products raises a question. Why does a nation devoted to meticulous self-care show so little interest in combating body odor?
The answer lies in a complex interplay of genetics, cultural norms, and Korea’s fragrance market. Let’s find out more about it.
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The Lonely Aisle: History of Deodorants in Korea
Deodorants entered Korea as a foreign concept in the early 2000s. Back then, the country was dry of deodorants and antiperspirant brands. So, German skincare company Nivea took on the challenge of introducing their new product. It was a timely endeavor on their part as Korea was emerging from the 1997 Asian fi
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