There is a daring perfume house behind that serene and calm façade. After all, isn’t it daring for a Korean brand to find inspiration in the Sahara desert? And what about basing all its products on prickly pear oil? What’s the need?
The need is to achieve something relevant, shake up the market with products that contribute with "something", for a reason and as a response to a new world. This is a tribute to Aldous Huxley, founder of Hoon Lee’s favourite writer. This is a visionary name for a visionary brand.
Nothing interesting happens in the comfort zone, this is the main principle. Huxley finds inspiration in the edge: hot climate, mountain tops, deep seas. That is where groundbreaking ingredients are found. The idea to launch Huxley came up during a trip to the desert in Morocco, where Lee found the secret to the fabulous skin of the Berber women: oil extracted from the prickly pear, a cactus rich in vitamin E and fatty acids, the source for hydration in extreme climates. Huxley is the only Korean brand with the right to use this oil in its products.
Huxley is minimalist cosmetics in shape and background. Also, it is the brand used by Korean Air flight attendants. We are all familiar with hydration issues at 30,000 feet, aren’t we?