COYSEIO

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Korean fashion-led fragrance brand with a minimal, feminine streetwear edge.

Designer Official Website Also known as: 코이세이오

About COYSEIO

COYSEIO is a South Korean fashion label that moved into fragrance under the same name, and the brand’s public-facing identity is tied to a 2024 relaunch after an earlier phase under the name smarturbanuseful. A Japanese fashion media profile identifies the brand as founded by Korean model Seo Jisoo and describes its concept as street-culture references reworked into a feminine mood.

For fragrance, the available catalog evidence shows a very small portfolio so far, with fragrance marketplace and encyclopedia listings pointing to only one scent recorded for the brand in 2026. The scent line appears to be positioned as a compact, fashion-led extension rather than a large standalone perfume house, with product listings centering on pomponné 038 in solid perfume and eau de toilette formats.

Because the brand is new and its fragrance range is limited, COYSEIO reads more like a style label testing a signature scent language than a mature perfume house. Its likely appeal is strongest for buyers who want a contemporary Korean fashion brand with an accessible, minimal fragrance offer and a distinct visual identity rooted in soft femininity and streetwear contrast.

At a Glance

The Brand

Founded 2024
Founder Seo Jisoo
Country South Korea
Category Designer

Scent Personality

Sweetness
Moderate
Freshness
Moderate
Boldness
Mild
Uniqueness
High

Worth It?

Price ££
Value
Moderate
Accessibility
High

Scent DNA

Soft floral musky fresh powdery
  • COYSEIO's fragrance identity appears tightly tied to its fashion aesthetic rather than to a long-established perfume tradition
  • Available listings suggest a restrained, wearable style with a softer, more delicate presentation than heavy statement perfumery
  • The brand stands out more for concept and styling than for depth of catalog

Top Notes

Citrus Pear Bergamot Aldehydes

Heart Notes

Peony Musk Lily Of The Valley Iris Rose

Base Notes

Musk Cedar Sandalwood Amber Vanilla

Typical Performance

Longevity
Moderate
Projection
Soft

Positioning

A designer, mid house known for soft floral compositions.

How It Compares

Who It's For

Best For

  • daily wear
  • spring and summer
  • close-contact settings
  • fashion-forward buyers
  • light signature scent use

Strengths & Weaknesses

Strengths

  • clear visual identity
  • easy-to-wear profile
  • fashion-brand appeal
  • likely broad accessibility

Weaknesses

  • very limited fragrance range
  • little long-term brand history
  • unclear distribution footprint
  • limited public formulation data

Brand Evolution

The brand began as smarturbanuseful and was rebranded under the COYSEIO name for the 2024 spring-summer season, which points to a shift from an earlier identity into a more polished fashion label. In fragrance terms, the public record suggests a very early stage of development, with only a single scent documented in 2026. If the line expands, it will likely evolve from a concept-driven accessory to a more defined signature category.

Quick Verdict

COYSEIO is best understood as a young Korean fashion brand with a fragrance offshoot, not as a mature perfume house. It has an appealing identity, but the actual fragrance portfolio is still too small to judge it as anything more than an early-stage niche-fashion player.

COYSEIO Perfumes