Hwayang began with friendship, a shared love of BTS and the belief that small acts of care can grow into something meaningful. Inspired by the generosity BTS and ARMY have shown through giving, we wanted that spirit to be part of Hwayang too.

Through the Bloom Forward Fund, a portion of proceeds from Hwayang supports initiatives that help young people and communities learn, create and imagine new possibilities.

Our focus is on education, creativity, wellbeing and opportunity—the things that give people space and support to grow.

As partnerships are confirmed, we’ll share who we support, how contributions are calculated and what we’ve contributed, so our community can follow the story.

Every fragrance carries a story. Bloom Forward helps that story reach a little further.

As we bloom, we can help others bloom too.