In the stillness of her evening ritual, NONFICTION Founder Haeyoung Cha finds a moment to pause. The bubbles of her brand’s Gaiac Flower body wash swirl in her bath, the notes of wild rose, guaiac and amber linger in the air, and the quiet embrace of her favourite sleepwear signals the end of another day. For Cha, these moments are more than a routine—they are an act of self-reconnection, a time to reflect and recharge. It was in this sacred space that the idea of NONFICTION was born.
Growing up, Cha had always been drawn to beautifully scented products, often going to bed excitedly anticipating using them the next day. These small joys inspired her to create a brand that celebrates authenticity and introspection, where scent becomes a vehicle for storytelling and self-discovery.
NONFICTION, founded in 2019, has quickly become synonymous with unique fragrance narratives and thoughtful design. Now, the brand is embarking on its next chapter, opening its first global signature store in Hong Kong. Perched atop Hollywood Road – a vibrant cultural hub steeped in history – the store represents the culmination of Cha’s vision: a space that feels like a sanctuary, inviting visitors to pause and reconnect with themselves through the art of fragrance in the heart of the bustling city.
From Seoul To Hong Kong
For Cha, choosing Hong Kong as the location for NONFICTION’s first global signature store was a natural decision. “Hong Kong has always captivated me as a city,” she shares. “It’s a place where carefully planned modern buildings stand alongside preserved traditions, creating a unique blend of old and new. The city’s fast-paced lifestyle resonates perfectly with NONFICTION’s story, and I believe Hong Kong’s consumers share our values and vision.” This harmony of contrasts – between tradition and innovation – mirrors NONFICTION’s ethos: an embrace of simplicity, authenticity, and natural beauty.
Designed in collaboration with Hong Kong-based architectural studio MLKK, the Hollywood Road store boasts large windows that flood the space with soft, warm daylight, translucent materials that play with light, and minimalist tones, encapsulating calm and warmth. “Everything – from the lighting to the textures to the flow of movement through the space – works in perfect harmony,” Cha adds. The design also honours Hong Kong’s heritage. The flooring, inspired by the granite steps of nearby Pottinger Street, reimagines one of the city’s most iconic landmarks in a contemporary way. “Our hope is that visitors feel like they’ve been invited to an art gallery, where they can fully experience our products and fragrances through thoughtful hospitality,” Cha explains.
A Vision Rooted in Authenticity
NONFICTION is more than a fragrance brand; it is a storyteller through scent. Every fragrance is crafted with the same guiding principle: the scent comes first. “Within NONFICTION’s core philosophy of creating natural and unaffected fragrances, we develop and release scents that align with the NONFICTION persona in a thoughtful sequence,” Cha explains. “The fragrance comes first, then we layer the story through the perfumer’s inspiration, the composition notes, and initial impressions when first encountering the scent.” By starting with the fragrance itself, NONFICTION ensures that each creation feels authentic and deeply personal.
The creative process is collaborative and introspective, rooted in dialogue between the brand and its perfumers. “This year, we had the opportunity to collaborate with the Venice Biennale,” Cha shares. “While this was a special collaboration, it followed our core approach — starting with intimate conversations between the artist and the perfumer. The process of gathering different perspectives and translating them into fragrance is always fascinating and fresh.”
Among NONFICTION’s creations, Gentle Night holds a special place for Cha. “It’s a comforting, gender-neutral scent that balances the calming notes of cedarwood, fig, and musk,” she says. “I think it suits me well because I tend to prefer subtlety over standing out, and I’m drawn to things that are comfortable and practical.” Like her evening rituals, Gentle Night reflects NONFICTION’s essence: understated yet deeply resonant.
Building a Global Brand
Opening the Hollywood Road store marks the beginning of a new chapter for NONFICTION as it steps onto the global stage. “NONFICTION has set a new goal of establishing itself as a global brand,” Cha says. “While competing in Korea with quality products wasn’t a huge challenge for me as someone based in Seoul, our Hong Kong store marked the first step toward building brand recognition and connecting with consumers in a country I didn’t grow up in.”
The brand is already looking ahead, with plans to open a flagship store in Japan next year and explore opportunities in the U.S. Reflecting on her journey, Cha acknowledges the challenges she has faced. “If I could speak to my 2019 self, I’d say: ‘A battle is about to begin—are you ready to step into the battlefield?’” she says. Having spent her 20s in fashion and her 30s in the art scene, entering the beauty industry brought new and unexpected hurdles. “The beauty sector proves to be challenging on another level, every single day. Ironically, since starting NONFICTION, my life has become more like fiction,” Cha shares candidly.
NONFICTION’s ability to create authentic connections with its customers has been one of the most rewarding aspects of Cha’s journey. “The most rewarding moments come from receiving photos from friends with discerning taste who continue to use NONFICTION,” she says. “Recently, I received numerous messages saying they’re exclusively giving NONFICTION as gifts this winter because the products are perfect for gifting, or that they’re using only NONFICTION fragrances daily. One friend who frequently travels to tropical destinations reached out to thank us for creating the body mist, saying it’s been incredibly helpful.”
For Cha, these moments of loyalty and resonance are a reminder of the brand’s impact. “I hope our products create moments where people can find themselves—a pause in their day that inspires them to look inward,” she says.
As NONFICTION continues to grow, Cha remains grounded in the principles that gave birth to the brand. “It’s about living more authentically and taking better care of my inner self—which actually reflects the meaning behind NONFICTION’s name,” she says. In the tranquil space of the Hollywood Road store, that meaning comes to life, one scent and one story at a time.
Editor
Kaitlyn Lai
