Jun’s approach to fragrance creation is deeply personal and intuitive, often drawing inspiration from his own life experiences, dreams, and desires. He collaborates closely with renowned perfumers, including Florian Gallo, Alex Lee, Anne-Sophie Behaghel, and Margaux Le Paih Guérin, to bring these stories to life. The result is a collection of fragrances that are soulful, distinctive, and unforgettable.
The journey to creating a fragrance house in Seoul was far from easy. With no prominent niche perfumeries in Korea, Jun had to navigate an industry that was primarily focused on skincare and cosmetics, with little infrastructure for perfume manufacturing. Despite these challenges, he poured everything into the brand—selling his beloved art collection and borrowing heavily to fund the project. His perseverance paid off, as BORNTOSTANDOUT quickly made a name for itself in a global industry dominated by Western brands. The daring scents and defiant ethos resonated with both local and international audiences, earning the brand a cult following.
Beyond its distinctive scents, BORNTOSTANDOUT® is also committed to offering a unique retail experience. The flagship store in Seoul is a visual representation of the brand’s identity—minimal yet luxurious, with a focus on artful presentation rather than commercial clutter. The store, like the brand, is designed to make a statement, reflecting Jun’s belief that beauty and creativity should permeate every aspect of life.
Looking ahead, BORNTOSTANDOUT® is set to continue pushing boundaries with new fragrance releases, including a high-concentration extrait line. Jun’s vision for the brand remains clear: to create perfumes that push the boundaries of perfumery while also resonating deeply with those who wear them, facilitating the expression of individuality and standing out in a world that often demands conformity.