L'OREAL INVESTS IN K-BEAUTY FRAGRANCE BRAND 'BORNTOSTANDOUT'

Borntostandout has secured a Series A funding round led by US consumer venture firm, Touch Capital and BOLD (Business Opportunities for L’Oréal Development), L’Oréal’s corporate venture capital fund.

"What distinguishes Borntostandout as a unique voice in luxury fragrance, is our firm belief in taking a different path that favors creativity over convention," Jun Lim, Founder and Managing Director

Launched in 2022, Borntostandout quickly gained awareness in the niche luxury space. Its founder Jun Lim, a former banker in the cosmetics sector, brings significant industry insight and unconventional approach to creative marketing. The Seoul-based brand boasts a rebellious edge with genderless perfumes featuring provocative names such as Indecent Cherry, Fig Porn, DGAF (Don't Give A F*ck), and Sugar Addict.

With L'Oréal's international brand-building expertise, Borntostandout should be poised for global expansion. The brand is currently available online, through its Seoul flagship store, and distributed in over 50 countries. With this infusion of financing they hope to accelerate reach in Europe and the US.