Boutique fragrance brand Born to Stand Out expands globally

Boutique fragrance brand Born to Stand Out expands globally

최초입력 2025.06.04 11:34:32

(House by Lim)

South Korean niche fragrance brand Born to Stand Out, which was launched just two years ago, has expanded its presence to 60 countries driven by the K-beauty boom.
According to multiple industry sources on Tuesday, House by Lim, the company behind the brand, opened its second flagship store in Samcheong-dong, central Seoul, late last month.
“Most of our customers are foreigners, which is why the second store was located in one of Korea’s most popular tourist areas,” said Jun Lim, chief executive officer of House by Lim, in a recent interview with Maeil Business Newspaper.
“Samcheong-dong’s unique blend of traditional and modern elements makes it an ideal match for our brand,” he said.
Last year, 92 percent of the brand’s sales came from overseas.
Lim, a former accountant, launched Born to Stand Out in 2022 with the goal of creating unique scents that capture individual identity.
“I’ve been a fragrance enthusiast since I was young and wanted to craft true niche fragrances,” he said.
The brand uses unconventional ingredients like rice and packages its products in white ceramic bottles inspired by Joseon Dynasty porcelain.
Lim credited the brand’s rapid success to “sheer hustle.”
After identifying the brand’s core audience—fragrance enthusiasts—he focused on key platforms like Luckyscent in the U.S., eventually building momentum through word-of-mouth marketing.
The brand’s products retail at 260,000 won ($188.41) for 50ml and 360,000 won for 100ml, priced higher than competitors like Byredo and Le Labo.
Despite the premium pricing, the brand’s popularity has soared, landing it in more than 60 luxury retail chains worldwide.
Sales jumped from 300 million won in 2022 to 31 billion won in 2024—a 100-fold increase.
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Boutique fragrance brand Born to Stand Out expands globally

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