101 GUIDE TO BORNTOSTANDOUT

Dreamt up to appeal deeply to a few, rather than superficially to many, BORNTOSTANDOUT is the latest fragrance brand to join our Cult Family.

While many niche perfumers still play it safe, BORNTOSTANDOUT flat-out refuses to dilute its vision. Founded as a rebellion against mediocrity and commercial conventions, the brand is all about wild visuals and standing out by being true to itself. Instead of thinking outside the box, BORNTOSTANDOUT throws the box away entirely.

Intrigued? Us too. Paying homage to the creative house we caught up with BORNTOSTANDOUT’s founder Jun Lim, to get up close and personal with the brand that bottles up inquisitiveness and encourages you to stand out in your own skin.

IN THIS ARTICLE:

• Who Is BORNTOSTANDOUT
• The Meaning Behind BORNTOSTANDOUT
• BORNTOSTANDOUT’s Creative Process
• How Does BORNTOSTANDOUT Turn Scents Into Stories
• Making Fragrances: The Onggi Process
• The Best BORNTOSTANDOUT Fragrances
• What’s Next For BORNTOSTANDOUT

WHO IS BORNTOSTANDOUT

BORNTOSTANDOUT is inspired by a bold vision and a strong passion for crafting something truly one-of-a-kind. Founded by visionary Jun Lim, the brand is built on the belief that fragrance is not just a scent — it’s an expression of identity.

“The core value of my brand is rebellion. Our slogan is ‘Who F****ing’ Cares?’ Coming from an extremely conservative culture, I was sick and tired of trying to ‘fit in’ with rigid societal expectations and living life on autopilot. I wanted to create a brand that rebels against exactly that. After two decades of collecting fragrances as my secret passion, I reached a breaking point in 2021. I realised I didn’t want to just collect perfume anymore; I wanted to create it” explains Jun Lim.

For the founder, fragrance is an art and BORNTOSTANDOUT is way of expressing who one truly is - a free-spirited rebel with a deep love of beautiful scents. “Every fragrance we create doesn’t start by looking at trends or what others are doing. We create art. We do our own thing, not caring about boundaries set by the industry. Me and my perfumers hold the brush together and create something artistic, something the world hasn’t seen before. We’re not interested in making something everybody will enjoy. We’d rather create something that everybody will have a strong opinion about”.

THE MEANING BEHIND ‘BORNTOSTANDOUT’

Aptly named ‘BORNTOSTANDOUT’ is a constant reminder to rebel against the norm and liberate your individuality. “The name BORNTOSTANDOUT is our manifesto. In East Asian culture, where we originate, conformity often rules. Society urges you to contain yourself and follow a predetermined ‘correct’ path. So, I wanted a name that declared the opposite. A name that clearly showed how each of us were literally born to stand out. Embracing your authentic self without apology. The name is both an encouragement and a challenge to myself and to everyone who feels like an outsider. It encourages you to break free from those invisible prisons of expectation”.

BORNTOSTANDOUT’S CREATIVE PROCESS

Building a cult, not chasing a crowd, BORNTOSTANDOUT composes each scent with perfumers, driven purely by artistic intent and emotion. “My brief to perfumers usually starts with, ‘What is your dream scent that you could create? What does the world need? No budget constraints, and do not confine yourself to the traditional category of perfume. Be an artist, not a perfumer.’ The result? Fragrances that can be avant-garde, sometimes even downright bizarre in their note combinations, and I say that with pride”.

Renowned for its personal and deeply collaborative process, the brand paints pictures together, believing the most personal formulas are the most creative. “We want to be artists, not perfumers. We produce all our fragrances in South Korea and each of our scents are hand-crafted in Seoul with an almost obsessive level of attention. As for development? That happens all over the world, in New York, Dubai, Paris, Seoul – wherever the most creative person is. We go where the magic happens”.

HOW DOES BORNTOSTANDOUT TURN SCENTS INTO STORIES

Along with going pushing boundaries and defying convention, BORNTOSTANDOUT’s foundation also relies on storytelling. Central to all its exciting new launches, each alluring aroma begins with a narrative – long before its formula is even finalised. “These stories come from personal experiences, fantasies, or philosophies of mine or the perfumer’s. We don’t just list top, mid, base notes and toss it on a shelf. We launch each scent like you would debut a film or a piece of art. We talk and write about the inspiration behind it, the emotion it is meant to evoke and the journey that led to its creation. And as for the names of our perfumes, they’re almost like mini provocations or punchlines. They are meant to make you feel something immediately while being very easy to understand. As a consumer, I have often been frustrated by long French names or poetic English ones that are too abstract. I believe that if a consumer fails to understand your intention, you haven’t done your job properly”.

MAKING FRAGRANCES: THE ONGGI PROCESS

Now we understand the creative mindset behind each of the brand’s offerings, it’s time to take a deep dive into how they are physically made to stand out. It’s to not to secret, secret to making a memorable scent? It’s aging process (otherwise known the Onggi).

The Onggi aging process is the unique techniques BORNTOSTANDOUT uses to give its fragrances extra depth, richness and a touch of heritage. Onggi are traditional Korean earthenware vessels used to ferment food and drinks like soy sauce, soju and makgeolli. Their porous nature allows them to breathe.

“For our Extrait Extrême collection, we age the perfume concentrate in these jars for 90 days before bottling. During this period, a slow, natural maturation occurs. The porous clay allows subtle air exchange, much like a wine barrel, refining and smoothing out the fragrance over time. It’s a very patient, hands-off process, and is considered a true craftsmanship by Mother Nature. What’s more, it allows us to infuse our cultural identity into the product. Using a centuries-old Korean fermentation technique in modern perfumery marries tradition with innovation.”

THE BEST BORNTOSTANDOUT FRAGRANCES

Now we know everything BORNTOSTANDOUT, it’s time embrace the unconventional once and for all! With that in mind, we’ve rounded up the brand’s bestsellers that deserve pride of place in your fragrance wardrobe.

WHAT’S NEXT FOR BORNTOSTANDOUT

“Global expansion”. Since launching, it’s no secret that BORNTOSTANDOUT has cultivated a cult following across the US, Europe and Middle East - not through advertising, but through word of mouth and community. With that in mind the brand plans to expand in new cities. “We’re opening flagship stores in Paris, Milan, New York, and LA over the next 12 to 24 months. The journey is just beginning. And each step forward will be guided by the same mantra…Why fit in, when you were born to stand out?” concludes Jun Lim.

We can’t wait!