LF Launches French Niche Perfume Brand 'Soradora'

Expansion of 10th Brand Lineup Through French Niche Perfume Edit Shop 'Jovoy'

LF announced on the 8th that it will launch the French niche perfume brand ‘SORA DORA’ in Korea through the French niche perfume select shop ‘JOVOY’.

With this, LF will introduce a total of 10 imported niche perfume brands in Korea through ‘JOVOY’, including JOVOY, Zeroboam, Canner Barcelona, Winne Nuit Nomade, Bastille, Jacques Patte, Parfum de Empire, Venti Quattro, Le Orchestre Parfum, and SORA DORA.

Named after Antoine Sora Dora, a Portuguese immigrant in the 1900s, SORA DORA is a French niche perfume brand that has grown into a prestigious perfume brand over four generations. Since its launch in 2021, it has been stocked at the JOVOY Paris select shop and ranked 20th among over 160 brands at JOVOY in its first year, gaining a hot response locally as a ‘rookie brand’.

Antoine Sora Dora, born in Portugal in 1902, left his homeland and family to develop luxury perfumes throughout his life in France. Fifty years after Antoine Sora Dora passed away, his grandson Quentin Sora Dora paid tribute to Antoine’s journey by launching a collection of seven perfumes in 2021. Quentin Sora Dora, who was a disciple of perfumers ‘Am?lie Bourgeois’ and ‘Anne-Sophie Behahel’, famous for creating renowned niche perfumes such as JOVOY Paris and Le Orchestre Parfum, created a perfume brand that embodies the life of Antoine Sora Dora.

The seven signature perfumes of SORA DORA evoke seven regions guided by their scents, ranging from warm islands of the Indian Ocean, wooded forests, to the mysterious Middle East. In particular, the combinations of notes such as yuzu and rum, citrus and vanilla are evaluated as fresh and distinctive compared to conventional perfumes.

An LF official said, “The domestic perfume market is expected to be increasingly led by niche perfumes in the future. Reflecting the consumption patterns of customers who focus on exploring unique scents unknown to others, we aim to introduce hot emerging brands gaining popularity in Paris to domestic perfume enthusiast customers.” He added, “As LF accelerates building a solid brand portfolio by creating and presenting diverse lifestyles, we will intensify efforts to discover and recruit distinctive emerging brands that are sufficient to create fandom.”