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Beauty Industry, Mergers and Acquisitions

L’Oreal Invests in Korean Perfume Brand Borntostandout

Borntostandout will use Series A funds to expand in the U.S. and Europe.

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By: Rachel Klemovitch

Assistant Editor

Borntostandout, a Korean luxury perfume label, has completed a Series A funding round led by Bold, L’Oréal’s corporate venture capital fund, and Touch Capital, a U.S. consumer-specialized venture firm.
 
Since 2022, Borntostandout creates perfumes, body care, and room fragrances. Within the two years since its launch, the brand can be found in 60 countries. 
 
Jun Lim, Founder and Managing Director of the young brand, said, 
 
“What distinguishes Borntostandout as a unique voice in luxury fragrance, is our firm belief in taking a different path that favors creativity over convention. Receiving backing from such prominent investors is more than an infusion of capital; it’s powerful validation that fragrances infused with originality are one of life’s greatest luxuries.”
 
Borntostandout plans to use L’Oréal’s global brand-building expertise, while Touch Capital will offer strategic insights to enhance its presence in international markets. The brand hopes to expand across Europe and the U.S.

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