Borntostandout, the provocative Korean perfume brand that rebels against the norm

"Why fit in if you were born to stand out?" is more than a slogan. It is the manifesto that defines Borntostandout. Founded in 2022 in Seoul, the brand has redefined what contemporary Asian luxury looks like.

In just three years, its growth has been explosive—from approximately €200,000 in 2022 to more than €20 million in 2024—with 95% of its sales coming from international markets.

Its footprint spans over 60 countries and includes iconic spaces such as Harrods (London), Printemps (Paris), and Dover Street Market (Ginza). No other Asian perfume brand has achieved such rapid expansion in so little time.

Why does it resonate? Departing from classic perfumery codes, Borntostandout brings a fresh perspective to luxury fragrance. With its minimalist aesthetic and intense character, each composition challenges conventions and celebrates self-expression. A proposition that especially appeals the younger generations seeking scents that mirror their identity beyond fleeting trends.

The driving force behind this revolution is Jun Lim, a former financial analyst who left the banking world to pursue his true vocation. A fragrance collector since the age of fifteen, Lim founded Borntostandout to channel his fascination with boundless creativity.

His vision rests on a simple yet powerful idea: perfume is not a superficial luxury, but a form of self-expression. Under his leadership, Borntostandout has evolved into a cultural movement that celebrates individuality and disrupts traditional perfumery paradigms.

The bottle design is an artistic statement in itself. Inspired by Joseon-era white porcelain, it blends Eastern minimalism with a provocative edge. Pure white symbolizes the refinement of Korean tradition, while crimson red brings a rebellious, sensual counterpoint.

The brand sums up its essence in two words: Dirty & Fun. Bold fragrances with powerful sillage and transgressive gourmand notes designed to provoke as much as they seduce. Each creation pushes the boundaries of olfactory comfort.

Borntostandout aims to transcend fragrance and evolve into an alternative lifestyle brand. Its mission is to build a global community of nonconformists, people who seek experiences and embrace audacity.

Its mix of aesthetic irreverence, provocative storytelling, and cultural authenticity has shaped a distinctive personality that naturally draws attention.

Part of its success lies in its ability to fuse Asian tradition with contemporary sensibility.

Borntostandout does not imitate the Western perfumery model; instead, it proposes a Korean vision of luxury: meticulous, symbolic, and emotionally charged.

Each fragrance becomes a collectible object. In doing so, the brand has attracted both Asian consumers seeking distinction and Western audiences captivated by the creative wave emerging from Korea.