BORNTOSTANDOUT
Seoul's rebel perfume house. Why fit in when you were born to stand out
About BORNTOSTANDOUT
BORNTOSTANDOUT was launched in Seoul in April 2022 by Jun Lim, a former investment banker who had quietly collected some two thousand bottles of perfume while analysing the cosmetics industry for a living. He sold his art collection to fund the brand, and built it around one conviction: a fragrance should be polarising rather than pleasing. The names are deliberately provocative, the stores are gallery-red, and every scent is commissioned from a world-class perfumer — Olivier Cresp for Dirty Rice, Anne-Sophie Behaghel for Sugar Addict and Angels' Powder, Hamid Merati-Kashani for Drunk Lovers.
The bottles reinterpret Joseon white porcelain in white and crimson, the juice is made in Korea in small batches at a 30–40% concentration, and the house uses no animal-derived ingredients and is cruelty-free. In four years it has gone from a single Seoul boutique to Kith, Mecca, Harrods, Selfridges and Sephora, with investment from L'Oréal's venture fund.
At Skin101 the BORNTOSTANDOUT chapter opens with the Eau de Parfum classics: the rice-and-milk skin scent Dirty Rice, the dessert-with-a-kick Sugar Addict, the boozy bestseller Drunk Lovers, the cotton-candy Angels' Powder, and the 50 ml trio Indecent Cherry, Fig Porn and Dirty Heaven. It is Korean through and through — just not skincare. That is our "& More".
BORNTOSTANDOUT Products (7)
Frequently Asked Questions
Why is a Korean perfume house suddenly everywhere?+
BORNTOSTANDOUT grew from one Seoul boutique in 2022 to more than sixty countries in four years, with sales that climbed from a few hundred thousand dollars to tens of millions and a 2025 investment round joined by L'Oréal's venture fund. The reason is simple: provocative names, world-class perfumers and a 30–40% concentration that lasts all day, at a time when Korean beauty is the most trusted word in the category.
Which BORNTOSTANDOUT perfume should I start with?+
Dirty Rice is the signature — a warm basmati-rice-and-milk skin scent by Olivier Cresp that smells like you, only better. Drunk Lovers is the bestseller: a boozy brandy-and-spice evening scent. If you love sweet, go Sugar Addict (cocoa, rum, vanilla) or Angels' Powder (cotton candy and raspberry). Indecent Cherry, Fig Porn and Dirty Heaven are the fruity and white-floral options in the 50 ml bottle.
Are these perfumes for women or for men?+
Every BORNTOSTANDOUT fragrance is unisex by design; the house does not divide its scents by gender. In practice the gourmand and fruity ones — Sugar Addict, Angels' Powder, Indecent Cherry, Fig Porn — are favourites with women, while Dirty Rice, Drunk Lovers and Dirty Heaven are worn equally by both. They are strong: one or two sprays is a full day.
Is BORNTOSTANDOUT cruelty-free and vegan?+
The house states that it does not harm animals, uses no animal-derived ingredients and is cruelty-free, and that every fragrance is made in Korea in small batches. It deliberately does not print the word "vegan" on its bottles — a matter of principle rather than formula. Caps are recycled PETG and the pumps are refillable.
Are the BORNTOSTANDOUT perfumes at Skin101 original?+
Yes. We buy through the brand's official importer in Israel, so every bottle is the authentic Korean-made Eau de Parfum, sealed in its box, with the importer's stamp and official instructions on the packaging — which is what separates it from the fakes that fill the online market. Delivered across Israel within 4 working days.
Why order from SKIN101?
Fast local delivery
Ships locally within Israel — up to 4 business days, usually 1–2. No overseas shipping waits, no customs risk.
Final prices, no surprises
International sites add 18% VAT plus clearance fees at the border on orders above ~₪250. Our prices already include everything — what you see is what you pay.
Originals from the official importer
Every product comes through the official importer and carries the Health Ministry approval sticker — unlike the many fakes and gray-market parallels sold without it.
Sales, coupons & gifts
Sales and coupon deals run all the time, and most orders include free gifts and testers that you pick yourself at checkout. Every order also earns 5–7% Skin101 Credit toward your next one.