L’Oréal invests in Korean fragrance brand Borntostandout

Recently, L’Oréal announced third-quarter 2024 profits of €10.28 billion, confirming that the fragrance sector remains a key driver, with sales increasing by 8% during the quarter. Following its exclusive partnership with Jacquemus, the company—owner of brands such as Maybelline and Lancôme—acquired a stake in BornToStandOut through its corporate venture capital arm, Bold, with the support of Touch Capital, a U.S.-based venture capital fund specializing in consumer brands.

BornToStandOut's unique approach: self-expression and luxury fragrances

BornToStandOut was founded by Jun Lim in 2022 in South Korea. Launched to break conventions by inviting everyone to explore and embrace their uniqueness, it conveys the beauty of freedom and self-expression through fragrances. Beyond its unorthodox, luxurious, and contemporary approach, the brand stands out for its unique formulas. Its perfumes, body care products, and home fragrances feature distinctive combinations inspired by elements of nature, art, and everyday life, incorporating unusual ingredients such as maple syrup, rice, coffee beans, banana bread, gasoline, or alcohol-soaked cherries.

BornToStandOut expands globally with L’Oréal investment and Touch Capital support

Currently, BornToStandOut is distributed in over 60 countries. However, with L’Oréal’s investment and expertise, the brand will strengthen its global and offline presence, facilitating expansion into physical stores with a particular focus on Europe and the United States. Additionally, Touch Capital will support the consolidation of its position in international markets through targeted strategies. "What sets BornToStandOut apart as a unique voice in the world of luxury fragrances is our firm belief in taking a different path—one that prioritizes creativity over convention" said Jun Lim, founder and CEO of BornToStandOut. He added: "Receiving support from such important investors is more than just a capital infusion; it is a powerful confirmation that fragrances infused with originality are among life’s greatest luxuries." Anna-Lena Kamenetzky, co-founder of Touch Capital, also expressed enthusiasm for the partnership with the South Korean brand, stating: "We are excited to support Jun, a visionary entrepreneur who has created a highly distinctive luxury fragrance brand and product. BornToStandOut is both quintessentially contemporary and deeply rooted in South Korean artisanal tradition, creating a fascinating contrast that keeps consumers coming back."