BORNTOSTANDOUT

BORNTOSTANDOUT is a radical force in fragrance, built on the belief that scent is a form of self-expression, not conformity. Founded by Jun Lim, whose decades-long obsession with perfume began in his teens, the brand emerged from a moment of personal upheaval and transformed into a mission to challenge industry norms. With a background in cosmetics and a collector’s eye for complexity, Lim launched the brand in 2022 to disrupt the idea of what fragrance should be — embracing boldness, individuality, and unapologetic attitude.

This Korean label channels a rebellious spirit into every bottle, crafting perfumes and body care for those who reject the ordinary. Known for its daring compositions and unexpected twists, BORNTOSTANDOUT is redefining Asian luxury perfumery with scents that are provocative, layered, and unforgettable. From the crystalline sugar rush of Sugar Addict to the deceptive sweetness of Indecent Cherry, and the intimate warmth of Dirty Rice, each creation is designed to evoke emotion, spark curiosity, and leave a lasting impression. These are fragrances that refuse to play it safe, blending indulgence with depth and avant-garde notes that other brands shy away from.

The visual identity is just as bold. Inspired by Joseon Dynasty porcelain, the bottles reinterpret tradition with sculptural curves and a stark white palette punctuated by Crimson Red branding—a nod to the brand’s unorthodox ethos. Beyond scent, BORNTOSTANDOUT is building a cult lifestyle universe that spans body care, room fragrance, stationery, and contemporary art, with flagship stores that double as galleries showcasing handmade porcelain and modern Korean craftsmanship.

Every element of the brand is rooted in defiance, artistry, and the freedom to be unapologetically yourself. Find your scent today at END.