Indie house · South Korea · Since 2022

BORNTOSTANDOUT

South Korea

Provocative niche perfumes from Seoul in white bottles lettered in crimson, with names like Dirty Rice, Fig Porn and Drunk Lovers.

Jun Lim, a perfume collector who had worked as an investment banker in Korea, quit in 2021 and sold most of his art collection to start BORNTOSTANDOUT, launched in Seoul in April 2022. It raised venture money in 2025.

Owned by

Founder Jun Lim's company in Seoul, led by its founder, with venture investors (Touch Capital and L'Oréal's fund BOLD) since 2025; it makes its own perfumes in Seoul. Checked October 2026.

Where this comes from

The sentence · borntostandout.com · beautymatter.comThe story · borntostandout.com · beautymatter.comOwned by · beautymatter.com · cultbeauty.comThe perfumes that made it · beautymatter.com · borntostandout.com

1 of the 38 perfumes its own site lists is here.

Here

1 perfume · A to Z

Drunk LoversEau de Parfum · Luxury $$$$Zesty citrus and juniper over brandy, pepper and ginger, drying down to sandalwood, cedar, vanilla, benzoin and cinnamon.

Its perfumers here: Hamid Merati-Kashani.