Written by Kristina Kybartaite-Damule

At Pitti Fragranze this September, many new brands were introduced, seeking partnerships and recognition not only in Italy but across Europe. Among them was Organ Tale, a brand-new perfume house from South Korea.

Shim Ilhwa, the founder of Organ Tale, shared that at the time of the fair, the brand was only three months old. Despite its young age, the collection—featuring three perfumes, Devenir, Fleur de Bonbon, and Printemps—was created by renowned perfumers Quentin Bisch and Bertrand Duchaufour. Shim Ilhwa expressed how fortunate he feels to work with such respected professionals whom he has long admired.

The founder believes that Organ Tale has many stories to tell, and you can see his passion in the way his eyes light up when he speaks about it. This level of energy and enthusiasm is not something you meet that often in an exclusive and sometimes snobbish world of perfumery. Shim Ilhwa could talk for hours about the inspiration behind his brand and the emotional power of fragrance, often delving into deeply personal stories related to scent.

In an interview with PlezuroMag, he gave readers a glimpse behind the doors of this fresh but ambitious brand.

How did you get into fragrances?

When I was young, my mother worked at a French company called ALSTOM. As a result, she often received the best French gifts of the time, including perfume. My mother loved perfume, so she would spray it on herself every day before work, and after work, she would hug my sister and me tightly. I could smell her perfume as soon as I opened the front door, and the scent I associate with my mother is a mix of her perfume and her natural body odor. I believe this had a deep subconscious impact on me. Since we always had a lot of perfume at home, I grew up surrounded by various fragrances, learning about brands my friends didn’t even know existed.

Later, I had the opportunity to help my close relative with his business. He had been a perfume distributor in the past, and he suggested I try distributing perfume as well. One day, I made a big mistake with a woman I liked at the time. Thinking it might be the last time I’d see her, I told my brother the whole story and mentioned that I was going to leave work early to see her. He sprayed me with his favorite perfume and encouraged me to go. As I waited for her in the car, I noticed her expression was quite negative as she approached, and I struggled to find the right words. But as soon as she got into the car, everything changed. “Wow! It smells so good. What is that scent?” she asked. The atmosphere immediately improved, and I was able to see her again after that.

That experience made me realize the power of perfume, and I decided it might be my destiny. That’s when I made the decision to start working as a distributor.

Why did you decide to make your own brand?

Don't many people live in pursuit of their own dreams?

I wandered for a long time in search of mine. I held various jobs, and while working as a distributor, I had the opportunity to meet many brands and perfumers, collaborating with major companies like Givaudan. Through this, I learned how to create a perfume brand and identified which scents worked best for me. I thought if I could create a brand based solely on the fragrances I loved, it would be my dream perfume brand, and I was eager to make it a reality. During this journey, I realized how much I enjoyed working in the perfume industry—it’s a job that brings happiness to everyone, from our employees to our customers, and to me. For me, ORGAN TALE is that dream.

Tell our readers more about the brand’s concept. What message do you want to convey through your perfumes?

I see perfume as a luxurious form of art. Historically, only those of high status could afford to wear it. I believe art becomes more enjoyable when you understand the background, theories, history, and stories behind it. With fragrances like Fleur de Bonbon and Devenir, I wanted to share Bertrand Duchaufour’s philosophy on perfume. I was thrilled to see that when people experienced these scents, their reactions were just as I had anticipated. There are so many stories I want to tell through fragrance, and I think some will resonate deeply with people, while others may help them express feelings they otherwise find hard to share, such as when giving perfume as a gift.

Take an example: during Christmas or other special occasions, there are times when it’s hard to express certain sentiments. Personally, I find it difficult to openly express gratitude to my family, close friends, and employees due to a sense of embarrassment. Expressing love to my parents has always been particularly challenging. The brand’s story about my childhood serves as a metaphor for all the things I couldn’t say to my family, including the love I felt for my parents and younger sister.

Even after sharing this, I’m still unsure if I’ll show this interview to my family. When you want to convey these emotions, I believe that sharing a story along with the scent makes the gift more meaningful for both the giver and the receiver. That’s why storytelling is so important to me. There are so many ideas I want to express, far more than I can share in one interview. What’s clear is that I’ll keep approaching my audience with captivating narratives. I hope being a part of our brand makes you even happier.

How do you think your brand stands out in such a competitive market?

Our prices vary based on the cost of the ingredients in the fragrance concentrate. Some people say this isn’t ideal for a new brand, but I believe it’s most fair to price perfumes according to the cost of raw materials and fragrance content. Every year, articles predict the latest perfume trends. However, ORGAN TALE will focus on creating meaningful stories that we want to share with our customers, rather than following trends. I believe TALE is most significant because it is something everyone can contribute to.

Let me share one story. I’ve followed Quentin Bisch since I saw him in a BBC documentary and was deeply moved by his journey to becoming a perfumer. I wanted to tell people about his dedication through Printemps. Many associate spring with hope, and when Quentin created a fragrance with a spring theme, I wanted to capture that inspirational story. At Pitti Fragranze, an ISIPCA student visited our booth, inspired by the story behind Printemps. He shared two scents he had created, one of which recreated the smell of his grandmother’s room—a heartfelt tribute to his memories of her. I was moved by his story and his scent. This is the power of storytelling. If this student becomes a renowned perfumer in the future, another beautiful TALE will be born. ORGAN TALE is not just a product—it can be a dream for someone and a symbol of love for someone else.

You’ve already worked with star perfumers. What was that experience like? And is there anyone you hope to collaborate with in the future?

Imagine receiving a scent crafted by one of the world’s top perfumers. How would you feel? Now imagine, as a perfume lover, that a perfumer you admire creates a fragrance especially for your brand. I imagine it feels much like a film director working with the best actors—it’s a blessing. Yet, not all scents are chosen. Only the very best make the final cut. It’s like making a great movie but having to edit out parts of it. There’s no more joyful yet bittersweet challenge. I’m incredibly fortunate to work with the perfumers I admire. In fact, another star perfumer has created a scent for us that will be released next year. So, please keep us on your radar!

What’s your goal for the brand in the coming year?

We plan to introduce new fragrances created by top perfumers, accompanied by compelling TALEs. Although we only launched four months ago, we will begin sales this month in several stores, including Laromious, one of Saudi Arabia’s leading perfume boutiques. We’re also preparing to enter the Chinese market. I’m thrilled that we’ve received more attention and love than we expected, even before setting new goals. There are some incredible perfumes in the pipeline, and you have a lot to look forward to.

Can we already find you in Europe?

ORGAN TALE was launched at the end of May 2024 and has received far more attention than we anticipated. While we’re not quite ready yet, we have already started discussions with European distributors. I expect we’ll be in Europe by early next year! We’re currently working out logistics, including renting a warehouse in Europe to ensure quick delivery to retailers.

Thank you for your time.