L’Oréal Invests in Borntostandout

Korean luxury fragrance house Borntostandout has completed a Series A funding round led by L’Oréal’s corporate venture capital fund, BOLD, and US-based Touch Capital.

Founded in 2022 by former investment banker Jun Lim, Borntostandout has gained recognition for its bold, unisex fragrances that challenge conventional luxury perfumery.

With the new investment, Borntostandout will leverage L’Oréal’s global brand-building expertise while benefiting from Touch Capital’s strategic insights to strengthen its presence in international markets.

“What distinguishes Borntostandout as a unique voice in luxury fragrance, is our firm belief in taking a different path that favours creativity over convention,” said Jun Lim, Founder and Managing Director of Borntostandout. “Receiving backing from such prominent investors is more than an infusion of capital; it’s powerful validation that fragrances infused with originality are one of life’s greatest luxuries.”

Borntostandout has established a niche in the fragrance industry with its provocative and unconventional scents. Unlike many traditional perfume houses, the Seoul-based brand does not impose budget constraints on its perfumers, allowing for maximum artistic freedom in the creation of its scents. This commitment to uncompromised creativity is reflected in hero fragrances such as Mud, an earthy gourmand blend of almond, milk accord, chocolate, plum, elemi, and vanilla, and Dirty Rice, which combines almond, bergamot, milk accord, basmati rice, vetiver, and sandalwood for a long-lasting, evocative experience.

Retailing at £150 ($185) per bottle, Borntostandout’s fragrances are available in the UK via Bloom Perfumery and in the US through Ministry of Scent. Now, with fresh investment, the brand is set to expand its physical presence across Europe and the United States.