Korean perfume is set to be the next big thing in the beauty industry, and Boots has got their finger on the pulse, having brought KEYTH to the UK as its first K-fragrance brand
K-beauty has already taken over our skincare routines in recent years, and now it’s coming for our fragrance collection too. K-fragrance is set to become the next big thing in the world of perfumery, and thanks to Boots, it’s become even more accessible and affordable with the arrival of fragrance brand Keyth.
The launch comes at a time when interest in Korean fragrance is skyrocketing, with searches having risen by +1,155% year on year, according to the retailer. In response, Boots’ specialist team of beauty buyers and trend experts have carefully scoured the globe to bring the emerging fragrance house to the UK, marking the first-ever K-Fragrance brand to join the Boots beauty roster.
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. 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.”
All of the scents are designed to be unisex, with 11 bottles available to shop at Boots, starting at £32 for a 50ml eau de toilette, while the more concentrated eau de parfums come in at £78. Amongst the most popular is Cowboy Wanted, launched this year in celebration of the Year of the Red Horse.
Keyth Perfumed Keyth Eau De Toilette Cowboy Wanted 50ml
Boots describes it 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.”
Speaking on the scent, Chelsey 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.”
And she’s not the only one, with the scent already racking up five-star reviews from shoppers. One 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.”
“Absolutely love this fragrance,” said a third, “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.”
Cowboy Wanted is one of three new launches from KEYTH. The other two include Pink Pepper and Talk To Me, each one distinctly different from the next.
Talk To Me is described as a modern tea scent with lime, magnolia, jasmine, musk, and patchouli, while Pink Pepper boasts notes of bergamot, pink pepper, incense, and amber, it captures that confident city mood.
But KEYTH isn’t the only brand with a Pink Pepper scent in their collection. At Marks and Spencer, this Pink Pepper Eau de Parfum 50ml costs £16, featuring notes of orange blossom and pink pepper, jasmine, patchouli, vanilla and amber musks. It’s very popular with shoppers, having earned a 4.7 star-rating.
Alternatively, Glossier’s You retails at £70 for 50ml. The soft, warm skin-scent features Iris, Ambrette and Ambrox. It’s revered for the fact it smells a little different on everyone, making it feel quite personal, too.
My personal favourite from the KEYTH range is the So Black Oud scent. It features notes of cedarwood, blended with vanilla amber and patchouli, perfect for those who like those smokier, more sultry scents. That said, 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 downside is that because K-fragrance is still emerging here, KEYTH doesn’t 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 pretty tempting to try out, having nailed the balance of luxury vs 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 point of £32.
Whether shoppers are already fans of K-beauty and fancy adding another category to become obsessed with, or are simply bored of their usual, heavy fragrances and fancy something a little lighter and on-trend, then KEYTH could be a brand worth considering.
