As fragrance brands jostle for attention in a saturated market, Borntostandout – the Seoul-based label founded by former investment banker Jun Lim – is standing out.
The perfumer is now bringing his disruptive approach to scent to London, UK, launching into luxury department store Selfridges and hosting a sensory-charged pop-up in Soho.
“Fragrance should make you feel something, not just smell pleasant,” Lim tells Cosmetics Business.
“We create scents that provoke emotion, even discomfort.
“Our goal isn’t to be liked by everyone. It is to be unforgettable.”
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