BORNTOSTANDOUT

The fragrance house was founded by Jun Lim, a former investment banker, in 2020 as the first Korean luxury niche brand in Seoul. Through his portfolio, he wants to give people the opportunity to discover their true identity and live it out olfactorily. The premium fragrances are packaged in traditional moon jars – the white porcelain of which has been the symbol of Korea since the beginning of the Joseon Dynasty in 1392. The contrast with the red lettering represents the unorthodox and provocative identity of the brand. A rebellion against norms as a liberation of desires. You are born to stand out.