Founder Story
Born just over two years ago in April 2022, BORNTOSTANDOUT® emerged from a blend of passion and expertise. Perfume and paintings were Jun Lim’s passions, with most paintings sold to finance the brand’s inception, while a room still houses a treasure trove of 250 perfumes.
With a background in investment banking, particularly in the local cosmetics and retail sector, the absence of a prominent Korean perfumery on the global stage became a challenge begging to be tackled.
The allure of creating exquisite fragrances housed in stunning flacons was irresistible, resonating with the dreams of fragrance enthusiasts worldwide. The creative process was unstructured, granting carte blanche to pursue the vision. Budget constraints were lifted to nurture perfumers‘ creativity, with storytelling serving as a guiding light. From whimsical scenes to personal experiences, the narratives woven into each fragrance evoke a sense of free-spiritedness and evoke emotions ranging from love to its absence.
The brand’s ethos revolves around standing out, ensuring each fragrance encapsulates the essence of BORNTOSTANDOUT®, leaving users feeling liberated with every spritz.
Inside look
WhitePorcelain
The perfume bottle of BORNTOSTANDOUT® is a re-interpretation of Jeoson white porcelain bottles which features spacious structure, elegant atmosphere, and dignified ethetic quality.
To dramatically depict the identity of the brand which is sensual and decadent, we replicated refined yet voluptuous curvature of white porcelain, and pure-white color as the basis onto the perfume bottle. Crimson Red, a color that may be the most dramatically contrasting color to our white, is used to represent our unorthodox and provocative identity.
Rebellious Mindset
BORNTOSTANDOUT® embraces an alternative lifestyle, a rebellion against the status quo — under the slogan of “Who fuckin’ cares?”. The brand’s mission is to become a cult alternative lifestyle brand that conveys the value of ‘rebellion’, or ‘Who fuckin’ cares?’ attitude. To convey the spirit through not only perfume and cosmetics, but also with other tangible lifestyle categories, including living, stationary, and art. BORNTOSTANDOUT® believe in changing attitudes, mindsets, and ultimately people’s lives, through this exceptional purpose and mission.
