£68.00
Made by BORNTOSTANDOUT (Seoul, South Korea)
Perfumer: Florian Gallo
Wild side to an innocent one.
Notes—
Top: Sweet Cherry, Almond, Saffron
Heart: Bulgarian Rose, Sour Cherry, Strawberry, Mimosa
Base: Vanilla, Amber, Indonesian Patchouil, Musk, Benzoin
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Cherries with an attitude. Indecent Cherry opens with a sugar rush of cherry and a playful hint of almond, the perfect flirty facade. But then, the scent reveals its true colours: tart sour cherry and sassy strawberry add a delicious bite, while rose and mimosa lend an air of “Who, me?” sophistication. Just when you think you’ve got it figured out, the base hits: musk, patchouli, and benzoin twist the sweetness into something decidedly grown-up. Think of it as the fragrance version of slipping a nip of bourbon into your cherry milkshake.
Inspiration
Good girl gone bad (in the best way). Indecent Cherry is the fragrance for those who’ve perfected the innocent smile with a devilish glow in their eye. It starts off deceptively sweet, a burst of cherry so juicy you’ll want to lick your wrists. But be warned: this isn’t your childhood candy. There’s a hidden depth, a mischievous hint of something stronger than juice in the mix.
BORNTOSTANDOUT
BORNTOSTANDOUT is an electrifying niche fragrance brand that emerged from Seoul, South Korea, driven by the vision and passion of its founder and creative director, Jun Lim. Launched in April 2022 as an audacious response to the conformist pressures of Korean society, the brand quickly gained international acclaim for its distinctive, boundary-pushing unisex fragrances and the bold, raw aesthetics that accompany them.
A self-described bohemian and fragrance aficionado, Jun spent years working in the fast-paced world of investment banking, where his creative nature was frequently stifled by the high-stress, numbers-driven environment. Despite a successful career, he felt like a misfit in a world that valued perfection and conformity over individuality and self-expression. This inner conflict fueled his decision to leave finance behind and channel his passion into creating something extraordinary – a fragrance brand that would challenge societal norms and celebrate the beauty of individuality.
The brand’s ethos, “rebel against standards,” is a call to break free from the rigid expectations of society, particularly those deeply ingrained in Korean culture. This defiant spirit manifests not only in the fragrances themselves but also in the brand’s bold visuals. The minimal yet striking flacons are inspired by traditional Korean white porcelain, juxtaposed with deep crimson red accents—a stark contrast reflecting the brand’s unorthodox identity. The names and themes of the fragrances further echo this rebellious stance, with titles like Indecent Cherry and Dirty Rice designed to provoke.
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.
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