Why Alux’s New Luxury Fragrance Line with Kilian Paris and Frederic Malle is a Must-Try

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Coupang’s luxury beauty and fashion vertical, Alux, announced on March 30 that it is adding two celebrated niche perfume houses—Kilian Paris and Editions de Parfums Frédéric Malle—to its lineup.

Alux says these additions will expand its fragrance-focused category and give its luxury beauty offerings a major upgrade.

Frédéric Malle, often described as a “perfume publisher,” is a French house that treats scent like art. It gives perfumers creative freedom—no tight deadlines or marketing constraints—so they can craft truly original collections.

Kilian Paris was founded by a descendant of the Hennessy cognac family. Founder Kilian Hennessy draws on olfactory memories and artistic inspiration to create fragrances with a distinctly personal identity.

To celebrate the new arrivals, Alux has set up a dedicated space at its experiential pop-up, “Salon de Alux,” in Seongsu-dong, Seoul, where visitors can sample and experience both brands firsthand.

This move continues last year’s “Art of Luxury” exhibition Alux staged with the Seoul Museum of Art. Back then, Alux paired artworks with scents to create a standout customer experience; this time it plans to go beyond simple sampling and communicate each brand’s artistic story.

An Alux spokesperson said, “We’re thrilled to introduce these two global perfume houses, each with a unique artistic vision,” and added that the brand will continue expanding differentiated luxury experiences that delight the senses.