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We are delighted to announce an exclusive distribution agreement in Italy with BORNTOSTANDOUT®, the pioneering Korean niche fragrance brand established in April 2022. Since its launch in the world of artistic perfumery, the brand has experienced unprecedented commercial growth.
This exciting partnership will bring BORNTOSTANDOUT®’s revolutionary philosophy to a selected number of Italian perfumeries.
With a deeply disruptive spirit and a philosophy that challenges conventions, the brand advocates rebellion against standards right from its name: “born to stand out.”
Made in South Korea, its success quickly became global, making BORNTOSTANDOUT® one of the most sought-after brands of the moment. January 2023 marks its international debut, expanding beyond Asian borders to America and Europe. And here the brand establishes itself, with an exceptional flagship store at Printemps in Paris.
Featuring disruptive juices, provocative imagery, and rebellious concepts, BORNTOSTANDOUT® is definitely a lifestyle brand. In addition to fragrances, it offers body care products, home fragrances, and notably, design objects and true works of art, created in collaboration with Korean artists and showcased in bi-monthly or quarterly exhibitions directly in-store.
BORNTOSTANDOUT® fragrances originate from the creative minds of some of the most renowned perfumers worldwide, such as Olivier Cresp, Daphne Bugey, and Nathalie Lorson.
They pay homage to Korean tradition, with elegant white bottles reflecting the delicacy and purity of the Joseon royal dynasty. In stark contrast, red details evoke a deep sense of disruption. Initially gourmand, rich, and opulent, each olfactory creation reveals itself upon closer examination to be complex, secretive, and daringly capable of capturing our deepest fantasies.
“‘Born to stand out’ is more than a slogan for BORNTOSTANDOUT®; it’s their mantra, their mission, and their promise to customers,” says Nikola Blagojevic, CMO of Beauty and Luxury. “We are excited to represent this extraordinary brand and bring BORNTOSTANDOUT®’s unique attitude to the Italian market. This collaboration reinforces our commitment to providing our customers with high-quality luxury products and innovative brands that challenge the status quo.”
Founded by visionary Korean entrepreneur Jun Lim, BORNTOSTANDOUT® stems from his profound passion for fragrances. As a collector of only two things—art and perfume—Lim merged these elements into an artistic project that challenges the traditional Korean market. “In Korea we have strong limitations and few opportunities in the fragrance sector. Especially if we compare it to the skincare business. I founded the brand purely out of authentic love for this world.” With a previous career as a financial consultant in the cosmetic field, Lim refined a daring entrepreneurial spirit. Fascinated by the intersection of rebellion, art, and olfactory mastery, BORNTOSTANDOUT® continues to redefine the boundaries of the fragrance industry, captivating fragrance enthusiasts and art connoisseurs.
