Small luxury in the niche
The "Das Parfum & Beauty" online store is anything but standard. The focus here is on exceptional brands with high quality. "Unique!" - is how the founder describes her world of niche products.
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BORNTOSTANDOUT
Why fit in when you can stand out? That's the philosophy of BORNTOSTANDOUT, a Korean niche fragrance brand that calls its scents "juices" rather than perfumes. Founded by Jun Lim, a creative free spirit, the brand brings a breath of fresh air to the world of niche fragrances and challenges us to rebel against the norm - with scents that are as bold and unconventional as their names.
The most popular BORNTOSTANDOUT products
Anything but mainstream. Discover fragrance creations that surpass any niche fragrance you've ever known and set new standards in the world of perfume.
Founder and History
April 2022, South Korea. Jun Lim, an investment banker focusing on the local cosmetics sector, discovered a gap in the international perfume market: a niche fragrance brand from South Korea.
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While Korean Skincare was already gaining worldwide recognition, there was no comparable counterpart in the fragrance industry. In addition to his passion for niche fragrances, the founder Jun Lim had another hobby: art. In order to finance the creation of BORNTOSTANDOUT, he sold almost all of his paintings and began to combine his two passions, which is reflected in the interplay of the timeless bottles and the extraordinary fragrance creations. With the exception of the technical implementation, Jun Lim is still involved in every single step of the creation of his perfumes.
All About the Juices
Jun Lim himself does not refer to his creations as scents or perfumes, but as juices, which are intended to be equally offensive, sticky and decadent. This is reflected above all in the names of his olfactory works of art: from "Dirty Rice" to "Drunk Lovers" to "Angels Powder" - his scents conjure up vivid associations in the minds of customers, which are only brought to life with the help of our own creativity.
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The fragrances are often unusual, but always wearable in an unexpected way. With unconventional accords of nail polish, basmati rice or banana bread, he rewrites the rules of the perfume world and calls for rebellion and standing out, free from the mainstream or prejudices often found in the Western world.
Tradition Meets Modernity
With an artistic signature and a clear message, BORNTOSTANDOUT doesn't just want to please - the brand wants to provoke, move and inspire. The founder combines the influences of the modern world with well-known Korean traditions - visible, for example, in the bottles, which are inspired by white porcelain from Asia.
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Each fragrance creation is a work of art in its own right, because Jun Lim wants to break away from any form of mainstream. Therefore, the creations are an invitation to a journey into one's own individuality, with the aim of expressing our very own personality with them. This is exactly what makes an exceptional niche fragrance a companion in our everyday lives.
The visual brand communication also reflects this: all product shots tell stories and stand out clearly from the mass of what we know. Founder Jun Lim does not place any value on influencer marketing or "normal" social media strategies - on the contrary: he rejects them.
