EXCLUSIVE: Korean Niche Fragrance Brand Borntostandout Secures Series A Funding
Borntostandout, a Seoul-based luxury perfume label, has raised Series A capital.
The funding round was led by venture firm Touch Capital with participation from BOLD, L’Oréal’s venture capital fund. Terms of the deal were not disclosed.
More from WWD
Launched in 2022 and now distributed in more than 60 countries, the brand explores olfactory directions that are daring, provocative and unconventional. It’s most recent introduction is Extrait Extrême — a perfume collection with a 60 percent oil concentration.
Borntostandout also has body care, home fragrances and design objects developed in collaboration with South Korean artists.
“What distinguishes Borntostandout as a unique voice in luxury fragrance, is our firm belief in taking a different path that favors 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.”
The brand includes scents such as Drunk Maple and Angels’ Powder, inspired by the likes of maple syrup and gasoline, elements that are part of Lim’s everyday life.
Lim elaborated that the brand will benefit from L’Oréal’s expertise in global brand-building, while Touch Capital will provide strategic insights to strengthen the brand’s position in international markets. The funding will also enable Borntostandout to accelerate its offline expansion — particularly in Europe and the U.S. — and elevate fragrance discovery through unique retail experiences.
The U.S. currently accounts for around 10 percent of the business, with the brand available at around 15 perfumeries including Luckyscent and Ministry of Scent and 10 concept stores.
It has a flagship in Seoul and is eyeing more stand-alone stores in Seoul, as well as in Paris and New York.
Anna-Lena Kamenetzky, cofounder of Touch Capital, said: “We are excited to back Jun, a visionary entrepreneur who has created a highly distinctive luxury fragrance brand and product. Borntostandout is both quintessentially contemporary and deeply rooted in South Korean artisanal tradition, creating a fascinating tension that keeps consumers coming back.”
Last year, L’Oréal Group made a minority investment in Chinese luxury fragrance brand To Summer through Shanghai Meicifang Investment, L’Oréal China’s investment company, with support from BOLD.
In September, BOLD invested in clean makeup brand Ami Colé.
Most recently, L’Oréal became a minority shareholder in high-end fragrance house Amouage.
Best of WWD
Sign up for WWD's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
Solve the daily Crossword
