The US consumer venture capital fund Touch Capital also joined L’Oréal to lead the Series A financing round. The Financial terms of the agreement have not been disclosed.
Via this investment, BORNTOSTANDOUT is now set to benefit from L’Oréal’s international brand development expertise, while Touch Capital will offer strategic insights to strengthen its global position.
The brand now plans to accelerate physical expansion, particularly in the European and US markets, while “redefining the olfactory discovery experience through innovative retail concepts,” according to the announcement.
“Provocative and non-conformist” fragrances
The Seoul-based luxury fragrance brand was founded in 2022 and currently has a flagship store in the South Korean capital.
It has rapidly established itself in this short space of time and achieved selective distribution in 60 countries in just two years.
The brand said it “explores provocative and non-conformist olfactory territories,” which is demonstrated by its most recent launch: the Extrait Extrême collection, which is formulated with a 60% concentration of fragrance oils.
‘What makes BORNTOSTANDOUT a unique voice in the world of luxury perfumery is our deep belief that creativity trumps convention,’ explained the brand’s MD and founder Jun Lim.
He continued to say that that brand is a “unique voice in the world of luxury perfumery” because of its “deep belief that creativity trumps convention.”
“The arrival of such prestigious investors goes beyond a simple contribution of capital: it is a strong validation of the idea that singularity in perfumery is one of life’s greatest luxuries,’ added Lim.
“Challenges the status quo”
Via the social media platform Linkedin, L’Oréal’s venture capital fund said it was very happy to welcome BORNTOSTANDOUT and called it “a brand that challenges the status quo through a distinctive artistic vision of fragrance.”
Meanwhile co-founder at Touch Capital Anna-Lena Kamenetzky said Lim has “created a unique and differentiating luxury fragrance brand,’ and noted that it “embodies both absolute modernity and deep roots in Korean craftsmanship, generating a fascinating tension that builds consumer loyalty.”