K-beauty has already revolutionised skincare routines, and now Korean fragrance is poised to become the next major trend in perfumery. Boots has responded to this growing demand by introducing KEYTH, the first K-fragrance brand available in the UK, marking a significant milestone for the retailer.
The Rise of K-Fragrance
Interest in Korean perfume has skyrocketed, with searches increasing by an astonishing 1,155% year on year, according to Boots. In response, the retailer's specialist team of beauty buyers and trend experts scoured the globe to bring this emerging fragrance house to British consumers. KEYTH is the first K-fragrance brand to join the Boots beauty roster, offering something truly unique.
Chelsey Saunders, Director of Fragrance, Skincare and Haircare at Boots, commented: "KEYTH immediately stood out because it offers something you simply can’t find anywhere else. It’s the world’s only KZodiac perfumery, inspired by Korea’s 12 Ganji zodiac animals and the idea of cyclical time."
She added: "The scents are created with Master Perfumers with decades of experience, but what makes KEYTH special is how it blends craftsmanship with storytelling. You’re not just choosing a scent; you’re choosing a story that reflects who you are. For Boots, it was a chance to bring something truly original to the UK, fragrance that blends culture, art, philosophy, and emotion in a way that feels fresh and exciting."
Product Range and Pricing
All KEYTH fragrances are designed to be unisex, with 11 bottles available at Boots. Prices start at £32 for a 50ml eau de toilette, while the more concentrated eau de parfums are priced at £78. Among the most popular scents is Cowboy Wanted, launched this year to celebrate the Year of the Red Horse.
Boots describes Cowboy Wanted as "a cool, modern woody-fresh fragrance that arrives with refreshing clarity—like a breeze sweeping across wide open fields—capturing the free-spirited mood of a refined cowboy." Chelsey Saunders added: "My favourite has to be Cowboy Wanted. It has this cool, airy freshness that hits you right away, thanks to the eucalyptus. Then the cedarwood, rose, and fig add this soft depth that feels really wearable. The vetiver, cashmere, and amber in the base give it a smooth, grounded finish."
Customer Reviews
The scent has already garnered five-star reviews from shoppers. One customer said: "I love this scent so much. So cool on my body and I get compliments all the time." Another added: "I heard a lot about it and decided to purchase. It’s definitely a good buy for me and would recommend it to my friends. It smells sooo nice and lasts so long. I got a lot of compliments on the first trial."
A third reviewer wrote: "Absolutely love this fragrance. The scent is fresh, woody, and slightly warm with a very clean luxurious feel. The eucalyptus opening smells refreshing, while the woody and amber notes give it a soft cozy finish. It’s perfect for everyday wear and not too overpowering. The packaging also feels premium and elegant. Lasts around 4–6 hours on my skin, which is great for an EDT. Definitely a unique and classy fragrance that gets compliments."
Other New Launches
Cowboy Wanted is one of three new launches from KEYTH. The other two include Pink Pepper and Talk To Me, each distinctly different. Talk To Me is described as a modern tea scent with lime, magnolia, jasmine, musk, and patchouli. Pink Pepper boasts notes of bergamot, pink pepper, incense, and amber, capturing a confident city mood.
However, KEYTH is not the only brand offering a Pink Pepper scent. Marks and Spencer has a Pink Pepper Eau de Parfum 50ml for £16, featuring notes of orange blossom, pink pepper, jasmine, patchouli, vanilla, and amber musks, earning a 4.7-star rating. Alternatively, Glossier’s You retails at £70 for 50ml, offering a soft, warm skin scent with Iris, Ambrette, and Ambrox, which smells different on each wearer.
Personal Favourite and Considerations
My personal favourite from the KEYTH range is the So Black Oud scent, featuring notes of cedarwood, blended with vanilla amber and patchouli, ideal for those who prefer smokier, more sultry scents. However, due to the nature of K-fragrances, those who prefer ultra-strong, long-lasting perfumes may find KEYTH’s softer, skin-like scent style a little too subtle.
Another consideration is that because K-fragrance is still emerging in the UK, KEYTH does not yet have the same reputation or backing of strong customer reviews as established designer or niche perfume houses. Some shoppers may hesitate to blind-buy for that reason.
That said, the price point makes it tempting to try, striking a balance between luxury and accessibility. It feels like a premium brand, smells like a luxury brand, and has all the hallmarks of a much more expensive perfume house, all at a purse-friendly price of £32.
Whether shoppers are already fans of K-beauty and want to explore a new category, or are simply bored with heavy fragrances and desire something lighter and on-trend, KEYTH could be a brand worth considering.
