Jun Lim - Creative Director/Founder of BORN TO STAND OUT. A South Korean niche fragrance brand.

Man In The Mirror

This week my guest is Jun Lim, Creative Director and Founder of South Korean fragrance brand BORN TO STAND OUT. I met Jun a couple of months ago at Jovoy in London. He was introducing the brand to some of the UK media and I was struck by his singular vision and his mission to do things differently. It’s fair to say that South Korea is well known for skincare, but less so for niche fragrance brands. In just over 2 years BORN TO STAND OUT has made real waves, both in Jun’s home market and around the world.

There are over 20 fragrances in the range, all in a bold (of course!) red and white bottle. There is an emphasis on gourmand notes, musks and ‘pleasures of the flesh’. Popular perfumes include Dirty Rice, Drunk Saffron, Fig Porn and Filthy Musk. See what I mean? This is not your typical brand, both in terms of the names, the aesthetic and the juice inside.

Jun has created BORN TO STAND OUT in his own vision. The products are inspired by HIS dreams, memories and experiences. It was a real honour to spend time with him and fascinating to get a different perspective away from the prevailing (and my own!) Euro-centric views.

Some of the products Jun mentioned were:

Vaseline

https://www.boots.com/vaseline-original-petrolium-jelly-50ml-10226343

Baby S.O.S Creme

https://www.ohfeliz.co.uk/penaten-baby/little-helpers-sos-cream-with-dexpanthenol

Alpecin Shampoo

https://www.boots.com/alpecin-caffeine-shampoo-250ml-10081360

BORN TO STAND OUT Fragrances

You can find Born To Stand Out on the web at:

https://borntostandout.com/

BTSO on Instagram at:

https://www.instagram.com/borntostandout.official/

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Special thanks to Anders Sundberg for ‘Man in the Mirror’ sound mixing and production, Andy Goff @goff_andy for the artwork and Andy Gilbert (ATRX) @andygilbert_atrx for the theme music.

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