Whether it’s the earthy, resinous-gummy allure of Mad Honey or the sparkly, acidic-sweet of Indecent Cherry, Bornstandout’s scents don’t just stick on your skin— but also to your mind.
As one of Seoul’s first niche perfume brands, Bornstandout has been disrupting the perfume market, its consumers, and their senses since its launch in 2022. The brand thrives on the unexpected: cutting-edge luxury fragrances, a store in Seoul that feels like a fusion of an art gallery and a techno club, and even the first-ever collaboration between two perfume brands (Borntostandout X Fugazzi).
I first stepped into their universe through their hypnotic store in Seoul. Immersed in red light, surrounded by pounding beats, and captivated by their unique scents and edgy decor items, I was instantly hooked. Intrigued by their unconventional approach to perfumery and retail, I was thrilled to see the brand popping up in Europe. At their launch party in a Hamburg club, I had the chance to meet Bornstandout’s founder, Jun Lim, and talk about the special flavour he brought into perfumery.
Jun Lim, founder of Borntostandout
Your professional background is in finance. What led you to the world of perfumery?
I worked in investment banking, specializing in cosmetics and retail, so I had some understanding of the industry from a financial perspective. But I’ve also been a perfume collector for over 20 years—I started my collection as a teenager.
What was your first perfume?
Versace Blue Jeans!
That’s funny—I think mine was Versace Pink Jeans!
I still love it. Every time I pass through an airport, I sniff it in the duty-free shop—it brings back good memories. Later, I decided I was “too cool” for such perfumes (laughs) and started exploring niche perfumery. Serge Lutens was my favorite back then—it was the early days of French niche perfumery. I even swapped samples on forums—it was a serious hobby for me!
Are you still collecting?
Yes, I’m still adding to my collection and buying new perfumes. I’m very busy now, but someone helps me take care of it.
Have you ever thought about opening a museum?
Maybe someday, when I’m older and my collection includes more vintage pieces. Give me another 30 years…
The newest Eau De Perfume: Be My Cookie
Your approach to perfume feels very distinctive. How do you come up with new concepts for your scents?
My process is very spontaneous and deeply personal. I’m always searching for my own definition of beauty. Beauty is such a subjective concept—you need to define it for yourself.
Can you give an example?
Once, I was walking down a street in New York and took a picture of a piece of bubble gum a woman had just spit out on the pavement. That could be a starting point.
Or there was this giant green trash bin with a cookie on top, and flies circling around it. These moments define beauty for me—things that often go unnoticed.
Is breaking the rules essential for finding this beauty?
I wouldn’t say it’s about breaking rules—I’m just excited to explore.
Art installation at the store in Seoul
