Borntostandout

All perfumes & Information

Jun Lim founded the South Korean perfume brand Borntostandout in April 2022 as an artistic expression of social disobedience, seeking to escape the strict norms of his home country.

He became interested in fragrances at a very young age. Initially, he was enthusiastic about inexpensive drugstore fragrances that were within his limited budget. Later, he immersed himself in the world of niche and indie perfumery and began collecting fragrances and bottles.

In his twenties, he led a conventional life as an investment banker in Korea and describes himself as a headstrong, creative outsider who was driven to swim against the tide.

Jun Lim soon felt the desire not only to collect and enjoy fragrances, but to create them himself. It was important to him to buck the trend and start something that would set itself apart from the many copy-and-paste brands in Seoul.

Jun Lim quit his job as a banker and spent the next few years preparing to launch and develop his brand, Borntostandout. His knowledge of the financial sector helped him to put the venture on a stable financial footing.

Borntostandout fragrances have provocative names such as Dirty Rice, Fig Porn, and Happy Nuts, and are sold in eye-catching white bottles with bright red lettering. The bottles are inspired by traditional Korean porcelain.

Jun Lim commissions international fragrance houses and renowned perfumers such as Honorine Blanc, Hamid Merati-Kashani, Anne-Sophie Behaghel, Frank Voelkl, and many other well-known noses to professionally implement his fragrance concepts.