Boots has introduced Keyth, the first K-fragrance brand to join its beauty roster, responding to a 1,155% year-on-year increase in searches for Korean fragrance. The range includes 11 unisex scents, starting at £32 for a 50ml eau de toilette, with eau de parfums priced at £78.
Keyth is described as the world's only KZodiac perfumery, inspired by Korea's 12 Ganji zodiac animals. Chelsey Saunders, Director of Fragrance, Skincare and Haircare at Boots, said: 'KEYTH immediately stood out because it offers something you simply can’t find anywhere else.' She added that the scents are created with master perfumers and blend craftsmanship with storytelling.
Among the most popular is Cowboy Wanted, launched for the Year of the Red Horse. Boots describes it as 'a cool, modern woody-fresh fragrance' with notes of eucalyptus, cedarwood, rose, fig, vetiver, cashmere, and amber. It has received five-star reviews, with shoppers reporting compliments and long-lasting wear.
Other new launches include Pink Pepper, with bergamot, pink pepper, incense, and amber, and Talk To Me, a modern tea scent with lime, magnolia, jasmine, musk, and patchouli. Keyth is available exclusively at Boots in the UK.
