29CM’s lifestyle beauty brand, 'Iguo Firstrophy (29')', is launching four new fragrances called 'Mudeul Perfume' that reflect the brand’s identity.
'Mudeul Perfume' captures the direction of Iguo Firstrophy’s fragrance line: scents that slip naturally into everyday moments to complete personal taste and sensory experience.
The collection includes four scents — Gaiac of Seongsu, Musk After Dark, Basil on the Rocks, and Patchouli for Meditation. The signature scent, Gaiac of Seongsu, reflects the atmosphere of Seongsu-dong, where old industrial factories and an artist community coexist, and is expressed as an urbane yet heavy sandalwood accord.
The design is inspired by 'mudeul,' a Jeju dialect word for a pile of stones. It modernizes the Korean tradition of stacking stones with wishes, carrying forward the visual identity of the brand’s popular 'Mudeul Diffuser' while reinforcing the product’s role as an object that brings inspiration to a space.
29CM will begin selling the line simultaneously through the 29CM app and its flagship store, 'Iguo Firstrophy Seongsu,' starting today (April 22). To mark the launch, both online and in-store customers will receive a 24% discount. The physical store will offer an exclusive, travel-friendly 14 ml size.
