KEYTH

What KEYTH does

KEYTH is a privately held South Korean beauty and lifestyle brand operated by KEYTH INTERNATIONAL Co., Ltd., founded around 2023 and headquartered in Sinsa-dong, Gangnam-gu, Seoul. The company sells a diversified portfolio of fragrance-led personal care products including 9+ signature Eau de Parfum and Eau de Toilette lines (50ml priced at KRW 108,000 and KRW 50,000 respectively), hand creams, body washes and lotions, home fragrances, color cosmetics (cushions, sun serum, tone-up primer, concealer foundation), functional mists, and select hair care and lifestyle items such as blankets and badminton sets. Product technology centers on proprietary capsule systems, including CLEAR-FENCE UV encapsulation in the PINK DESERT Sun Serum (SPF50+ PA++++) and color-change capsules in the PINK FLOWER Tone Up Primer, alongside four-variant functional mist formulations validated by clinical application tests (e.g., 706.6% skin moisture improvement for Oasis Water Mist, 9.836% pore area reduction for Angel Skin Mist).

The brand's business model is asset-light direct-to-consumer plus selective offline retail. Manufacturing is fully outsourced to Cosmax Co., Ltd. for liquid cosmetics and M. K International for home fragrance products, both in Hwaseong, Gyeonggi Province, while fulfillment runs through a dedicated Lotte Global Logistics international center in Paju. KEYTH monetizes through unit-priced transactions across its owned Cafe24-powered e-commerce site (keyth.co.kr), department store counters at Galleria, Lotte, Shinsegae, and Hyundai, and a rotating popup store program (6 confirmed locations including Shinsegae Centum City in Busan). Primary customers are style-conscious Korean women aged 20-40 seeking premium fragrance and design-forward personal care at accessible price points, with secondary segments including gift buyers and department store discovery shoppers. Marketing relies on Instagram organic content, KakaoTalk Alim Talk messaging, on-site reviews, and product sampling at popup events rather than paid digital acquisition at scale.

The strategic posture is one of measured expansion: the brand has added facial mask, hair care, and two new fragrance lines (Saint Berry, Reptile Disco) over 2024-2025 alongside continued popup rollout, but remains Korea-only, privately funded with no disclosed institutional investment, and led by CEO Choi Kyung-a (최경아). Operating geographies are limited to South Korea (KOR), and there are no disclosed revenue figures, headcount data, or M&A activity in the input.

Name

KEYTH

Legal name

주식회사 키스인터내셔날 (KEYTH INTERNATIONAL Co.,Ltd.)

Website

https://keyth.co.kr

Company type

Private

Operating status

Operating

Short description

KEYTH is a privately held South Korean beauty brand selling a signature-scent-led portfolio of perfumes, hand and body care, home fragrances, color cosmetics, and functional skincare to style-conscious Korean women aged 20-40 via its DTC e-commerce site and major department store counters.

Ownership category

akta.pro rank

Product category

K-Beauty Fragrance and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

akta.pro secondary industries

Fragrance Oils & Concentrates (Roll-ons/Attars) (CRABADAJ), Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL)

Keywords

• Korean beauty products
• Fragrance and perfumery
• Hand and body care
• Color cosmetics
• Home fragrance

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Direct E-commerce Sales: KEYTH sells its full product range directly to consumers through its owned online store (keyth.co.kr), including perfumes, body care, hand care, home fragrances, and color cosmetics. This is the primary revenue channel.
2. Offline Retail (Department Store / Popup): KEYTH generates revenue through physical retail at department store counters (Galleria, Lotte, Shinsegae) and popup stores, expanding brand awareness and driving sales through experiential retail.
3. Wholesale / B2B: Products are sold through department store wholesale arrangements and at offline retail locations, representing a secondary distribution revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

KEYTH is a South Korean beauty and lifestyle brand that designs, markets, and sells a portfolio of personal care, color cosmetics, and lifestyle products built around a unified house fragrance system. Offerings include Eau de Parfum and Eau de Toilette perfumes (50ML), hand creams, hand washes, hand balms, body washes, body lotions, home fragrance sprays (50ML and 100ML), cushions and concealer foundations, a 4-Type Mist set (Oasis Water, White Apple Brightening, Angel Skin Pore Care, Icy Pumpkin V), tone-up primer and sun serum with proprietary capsule technologies, shampoo and conditioner, hydrogel masks, and lifestyle accessories (blankets, hankies, badminton sets). Products are sold directly through the brand's owned e-commerce site (keyth.co.kr on Cafe24) and at Korean department store counters and popup stores.

Product overview

KEYTH is a South Korean beauty and lifestyle brand operated by KEYTH INTERNATIONAL Co., Ltd., offering a diversified portfolio of fragrance and personal care products. The product lineup includes perfumes (EAU DE PARFUM and EAU DE TOILETTE in 50ML) across nine fragrance lines (AT HER APARTMENT, HIPNOTICFOG, DROPPEDPEARL OF DRAGON, SO BLACKOUD, EPICFLEUR, UNTIEDARROW, COWBOY WANTED, PINK PEPPER, TALK TO ME); hand care products (creams, balms, washes, and lotions); body care products (washes and lotions); home fragrances; and COLORED KEYTH makeup products including PINK DESERT Sun Serum, PINK FLOWER Tone Up Primer, CREAM TOUCH Concealer Foundation, and 4-TYPE MIST with four functional variants. The brand also offers lifestyle items such as COZY BLANKET, AIRY HANKIE, and BADMINTON SET. Most products share signature fragrance lines allowing customers to coordinate scents across categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Perfumes (Eau de Parfum and Eau de Toilette, 50ML) KEYTH's signature fragrance line offered as Eau de Parfum (KRW 108,000) and Eau de Toilette (KRW 50,000) in 50ML sizes across multiple scent profiles including At Her Apartment, Hipnotic Fog, Dropped Pearl of Dragon, So Black Oud, Epic Fleur, Untied Arrow, Cowboy Wanted, Pink Pepper, and Talk to Me, sold to consumers seeking long-lasting signature scents.
• Hand Creams Hand creams available in multiple fragrance variants (At Her Apartment, Hipnotic Fog, Dropped Pearl of Dragon, So Black Oud, Epic Fleur, Untied Arrow, Silent, Cowboy Wanted, Pink Pepper, Talk to Me, Saint Berry, Reptile Disco) containing Madonna lily flower extract and ceramide NP for skin brightening and smoothness, priced at KRW 35,000 for standard 70ML size.
• Body Lotions and Body Washes Body lotions (KRW 30,000–38,000) with dual polymer network for moisturizing and non-greasy finish, and body washes (KRW 30,000–34,000) with plant-derived ingredients creating rich foam, offered in At Her Apartment, Hipnotic Fog, and Dropped Pearl of Dragon variants for daily shower and moisturizing routines.
• Hand Washes Hand washes containing plant-derived surfactants with grape extract and glycerin for clean yet moisturized hands, offered in At Her Apartment and Hipnotic Fog variants and manufactured at the Cosmax facility in Hwaseong, Gyeonggi Province.
• Hand Balms Hand balms containing black truffle extract and ceramide NP that melt in smoothly without stickiness to nourish tired hands with moisture and nutrients, designed for consumers with dry hand skin.
• Home Fragrances (50ML and 100ML) Home fragrance sprays in 50ML (KRW 30,000) and 100ML (KRW 45,000) sizes offered in At Her Apartment, Hipnotic Fog, and Dropped Pearl of Dragon variants for room and car use, manufactured at the M. K International facility in Hwaseong, Gyeonggi Province.
• Cushions (Cushion and Cushion-Refill) Face cushion compacts including California Featherlike Cushion (KRW 32,000), Silky Fit Cover Cushion (KRW 32,000), Pink Magnet Cushion (KRW 28,000), Pink Magnet Mini Cushion (KRW 20,000), and corresponding cushion refills (KRW 17,000) for color-cosmetics consumers.
• Pink Desert Sun Serum Sun serum containing Pink Desert Oil from Atacama Desert yeast, with SPF50+ PA++++ protection using proprietary CLEAR-FENCE UV capsule technology that encapsulates UV-blocking ingredients for transparent application without white cast, providing UV blocking, whitening, and wrinkle improvement as a 3-in-1 functional cosmetic with reef-safe formulation.
• Pink Flower Tone Up Primer Tone-up primer featuring color-change capsule technology that rolls to create an even, bright skin tone as capsules spread and transform into a neutral skin tone, with SPF50+ PA+++ protection and 3-in-1 functional cosmetic benefits including UV blocking, whitening, and wrinkle improvement.
• 4-Type Mist Set Functional mist line of four variants targeting different skin concerns: Oasis Water Mist for 10-layer deep moisturizing using patented moisturizing ingredients, White Apple Brightening Mist with K-apple water and serpyllum complex, Angel Skin Pore Care Mist with avocado esters, and Icy Pumpkin V Mist with pumpkin extract and cooling herb complex for puffiness care.
• Cream Touch Concealer Foundation Concealer foundation containing peony flower extract and Triple Cica (Triple Cica complex) ingredients for soothing care while covering blemishes, troubles, and redness, available in two shades (01 Ivory Beige, 02 Light Beige) at KRW 28,000 for 15ML.
• Dropped Pearl of Dragon Shampoo and Conditioner Hair care duo in the Dropped Pearl of Dragon scent line: shampoo containing soybean germ extract (SoyAct) and arborvitae leaf extract for healthy scalp and hair loss symptom relief, and conditioner containing SoyAct, kakadu plum extract, and camellia oil for lightweight nutritional moisturizing.
• Dropped Pearl of Dragon Travel Kit Travel gift-set bundle including Dropped Pearl of Dragon body wash, body lotion, travel shampoo, and conditioner with a complimentary pouch, designed as a premium gifting product at KRW 45,000.
• Cozy Blanket Practical blanket made of 100% polyester fabric available in multiple colors (Black, Orange, Skyblue, Yellow) at w1500 x h1000mm (±30mm) size for indoor and outdoor use, offered in mini (KRW 50,000) and standard (KRW 90,000) variants.
• Airy Hankie 100% cotton handkerchief at w340 x h340mm size available in pink and skyblue colors, sold at KRW 10,000 as a small lifestyle gift item.
• Badminton Set Pink Pink-color lifestyle badminton set packaged in a bag containing 2 rackets and shuttlecocks (made in China), priced at KRW 90,000 and sold through the brand's online store and small gesture / gift offerings.
• Lucy PDRN Glow Collagen Hydrogel Facial Mask Hydrogel facial mask featuring PDRN and collagen ingredients targeting skin glow, priced at KRW 24,000 and listed in the SKIN CARE / FACIAL MASK category.
• 4-Type Pad (150ML) Pre-soaked skincare pads (150ML) used as a companion format to the 4-Type Mist line, priced at KRW 26,000 and sold under the SKIN CARE / PAD category.

Quantifiable outcome

• Oasis Water Mist increases skin moisture up to 706.6% and strengthens skin barrier (skin hydration test by PNK Skin Clinical Research Center, 24.06.19–24.07.17, 22 subjects)
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Cosmax Co., Ltd. (코스맥스)coreOEM/ Whitelabel/ Licensing PartnerCosmax manufactures KEYTH's hand wash, body wash, and other liquid cosmetics products at their facility in Hwaseong, Gyeonggi Province. KEYTH is the responsible seller (책임판매업자) as stated on product packaging.
• Lotte Global Logistics (롯데글로벌로지스)coreTechnology or IntegrationLotte Global Logistics handles KEYTH's shipping and logistics operations. KEYTH uses Lotte Express (1588-2121) as the designated return and exchange delivery service.
• M. K InternationalcoreOEM/ Whitelabel/ Licensing PartnerM. K International manufactures KEYTH's home fragrance products at their facility in Hwaseong, Gyeonggi Province.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Espoir: Korean color cosmetics and multi-category beauty brand with department store counter presence and product lines overlapping KEYTH's cushion, primer, concealer and base makeup SKUs.
• TIRTIR (TirTir): Independent Korean beauty brand that scaled globally through cushion foundation and color cosmetics with department store and DTC channels - comparable on product mix (cushion, base makeup, skincare-makeup hybrids) and target customer.
• Granhand: Independent Korean fragrance lifestyle brand selling signature scented hand creams, perfumes, and home fragrance with a multi-category scent universe and direct-to-consumer plus department store distribution - highly comparable to KEYTH's hand/home/perfume model.
• TAMBURINS: Korean fragrance-led lifestyle beauty brand offering perfumes, hand/body care, and home scents with a strong signature-scents-across-categories concept and premium positioning at department stores - directly analogous to KEYTH's scent ecosystem and retail strategy.
• NONFICTION: South Korean niche fragrance and body care brand built around signature scents expressed across perfume, body, and home products with a design-forward aesthetic and department store presence - very close comparison on business model, customer, and category mix.
• 3CE (3 Concept Eyes): Stylenanda-owned K-beauty color cosmetics brand with cushion, primer, concealer and tone-up products distributed through department stores and DTC - comparable on color cosmetics portfolio, pricing, and target customer.

Others

• CORINGSO (Cosrx-adjacent indie beauty): Peer placeholder reserved; Korean indie beauty brands with multi-category personal care and DTC+retail omnichannel footprint represent the broader competitive set, useful as benchmark for ecommerce-first K-beauty scaling.

Broad incumbents

• LANEIGE: Flagship K-beauty skincare and color brand owned by Amorepacific; overlaps with KEYTH on hybrid skincare-color products and premium positioning at Korean department stores, though much larger in scale.
• Diptyque: Global luxury fragrance and lifestyle house whose scent-universe-across-categories model (perfume, body, hand, home) and gifting-led positioning is the archetypal reference for KEYTH's signature scent ecosystem, useful as an aspirational comp on lifetime value and pricing power.
• innisfree: Amorepacific-owned K-beauty brand spanning skincare, makeup, and fragrance-adjacent lifestyle products; comparable on multi-category CPG offering and Korean department/store channel presence but operating at far larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/keythofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KEYTH