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BORNTOSTANDOUT
Niche brand · Seoul, South Korea

BORNTOSTANDOUT

BORNTOSTANDOUT pairs Korean aesthetics with uncompromising niche perfumery and fragrances that deliberately question convention.
Seoul, South Korea · founded 2022
BORNTOSTANDOUT perfume bottles on a deep red background
Founded
2022 in Seoul, South Korea
Founder
Jun Lim, founder and creative director
Origin
Seoul, Republic of Korea
Visual language
White bottles, red accents and Korean-inspired porcelain aesthetics
Manufacturing
The brand states that its products are made and filled entirely in Korea.
Fragrance concentration
The brand states a 30 to 40 percent fragrance concentration for its Eau de Parfums.
At Parfinity
18 fragrances to sample
The story
BORNTOSTANDOUT grew out of Jun Lim’s personal relationship with fragrance and his decision to leave investment banking. The Seoul-based brand launched in April 2022 with the idea that perfume can be an unapologetic form of self-expression rather than polite conformity.
Its visual code places Korean-inspired white bottles against red typography and provocative names. That attitude meets careful craft, high concentrations and a taste for contrasting accords. Fragrances such as Dirty Rice, Indecent Cherry and Sugar Addict show different sides of the same proposition: perfume can provoke while remaining meticulously made.
01 · Founder

From banking to fragrance

Jun Lim describes leaving investment banking after years of collecting fragrance and building an art practice, turning both obsessions into the starting point for his own house. Dirty Rice and Fig Porn exemplify names that do not avoid taboos, but make them part of the story.
The founding story is deliberately personal. It explains why BORNTOSTANDOUT treats perfume as a tool for identity and expression without presenting that perspective as a universal doctrine.
Interior of the BORNTOSTANDOUT flagship store in Seoul
02 · Concept and craft

Porcelain, red type, deliberate friction

BORNTOSTANDOUT places Korean-inspired white bottles against red type and deliberately direct names. The brand describes its process as a collision between Jun Lim’s strong creative direction and the instinct of each perfumer. Black Crème by Quentin Bisch and Dirty Rice by Olivier Cresp show how differently that method can sound.
Production is part of the statement too: the brand identifies Korea as its manufacturing base and points to small batches, recycled materials and refillable pumps as practical choices.
BORNTOSTANDOUT bottles displayed in the flagship store lighting
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Choose five BTSO fragrances as 2 ml samples for your Parfinity Box. The value of your box is fully credited towards a later bottle purchase.

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18 fragrances by BORNTOSTANDOUT

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Community

What the community says about BTSO

10/10
fell in love immediately upon testing it for the first time. A very complex fragrance that lasts up to 12 hours on the skin and fills the entire room.
lucas56Purple Stain
10/10
Since I have been an absolute BTSO fan for a long time and have already tested almost all of their fragrances and own 19 bottles, I don't need to say how much I like this one. In my eyes, it's the brand's best Extrait—absolutely boozy, deep, and creamy. In my opinion, it's more of an autumn or winter scent, or a date night fragrance. It is neither too heavy nor is there anything bothersome about it. An absolutely harmonious interplay of fragrance notes to my nose. A dream, and I know of no scent that is similar to it. Unique. Extreme longevity and sillage... One of my absolute favorite perfumes in my very large collection. Since I have owned a 15 ml bottle from Korea since launch day, I won't be making a purchase for now. I had it as a sample in my package. Should my bottle be empty soon, I will 1,000% buy it again... Big, big love 🫶❤️
IsoldeBlack Creme
9/10
Extremely good sweet oud/leather fragrance. Long-lasting and one of the best leather fragrances there is.
karl90Purple Stain
8 / 10from 99 approved reviews by our community
The noses

Perfumers of BTSO

Image of Quentin Bisch

Quentin Bisch

Quentin Bisch's path to becoming one of contemporary perfumery's most celebrated creators began far from the fragrance labs of Grasse.
Discover more about Quentin Bisch
FAQ

Frequently asked questions

Where was BORNTOSTANDOUT founded?
BORNTOSTANDOUT was founded in Seoul in 2022. The official contact page lists the Itaewon flagship store and the HOUSEBYLIM office in Seoul.
Who leads the creative direction?
Jun Lim founded the house and, according to the official brand story, sets its creative direction. BORNTOSTANDOUT works with different perfumers on individual fragrances, including Olivier Cresp and Quentin Bisch.
Where are the fragrances made?
The brand states that its products are made, filled, packed and shipped entirely in Korea. Official product pages also name specific Korean manufacturers depending on the product and size.
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