Discover the Rise of Officine Universelle Buly: How Water-Based Fragrances are Transforming Lifestyle Products in 2026
Daniel Kim Views
[The Public = Reporter Jo Doo-hee] LF, which imports and distributes the French beauty brand Officine Universelle Buly (Buly), says the label is expanding beyond perfume into body and home goods, repositioning itself as a lifestyle brand.
Buly has centered its niche fragrances on water-based formulas, aiming to deliver a subtler, more skinlike scent experience.
These water-soluble perfumes sink into the skin and release fragrance naturally over time.
The brand applies the same notes to body oils, lotions and washes, inviting customers to layer scent throughout their daily routines.
Buly says consumers are increasingly buying body products that match their favorite perfumes, and that shift is showing up in sales.
From January through March, Buly reported year-over-year gains in its body-care category, with body-wash sales up 160% and average spend per customer rising about 35%.
Over the same period, its lifestyle range saw lip-balm sales jump roughly 15-fold and comb sales increase about 2.5 times.
A Buly spokesperson said the company plans to broaden consumer awareness of water-based fragrances this year and to strengthen its lifestyle assortment—starting with combs—alongside a skincare line featuring plant-derived oils.
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