Luxury South Korean fragrance house Borntostandout is marking its UK retail debut with an immersive pop-up experience in the heart of Soho, London.
Known for its provocative scents and rebellious brand spirit, the cult label will host the one-day event on 24 April at 15 Bateman Street, coinciding with its arrival in UK retailer Selfridges.
Founded by former investment banker Jun Lim in 2022, Borntostandout has gained global attention for its “unapologetically bold” perfumes, with names like Naked Laundry, Sugar Addict and Fig Porn.
The brand’s edgy ethos and gender-neutral approach to perfumery has helped it quickly build a loyal following worldwide.
The pop-up will offer free sampling, digital graffiti stations, a photo-ready Drunk Lovers boudoir, and take-home treats including tester vials and BTSO-branded candy.
Attendees will also have the opportunity to book into an intimate ‘Meet the founder’ session, where Lim will share insights into his creative process.
The £15 ticket fee for the session is redeemable against any fragrance purchase made on the day.
In addition, a press-exclusive preview event will be held on the evening of 23 April, offering an early look at the space with drinks, bites and an introduction to Borntostandout’s scent collection.
The pop-up comes as Borntostandout begins a major phase of international growth, fuelled by a recent Series A investment round led by Touch Capital.
This was supported by L’Oréal’s BOLD (Business Opportunities for L’Oréal Development) venture fund.
The backing from L’Oréal is set to support the brand’s physical expansion into key markets across Europe and the US.
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