L’Oréal VC fund invests in K-beauty fragrance house Borntostandout

By Julia Wray | Published: 18-Feb-2025
Fragrance Finance

The series A financing round was led by US-based venture capital fund Touch Capital

L’Oréal has backed luxury Korean fragrance house Borntostandout.

The investment, via the French beauty Golliath’s BOLD corporate venture capital fund, was part of a series A financing round led by US venture capital fund Touch Capital.  

BOLD stands for ‘Business Opportunities for L'Oréal Development’.

Borntostandout was founded in 2022 by Jun Lim, a former investment banker in the cosmetics and retail sector.

It specialises in unisex perfumes with bestselling edps including Indecent Cherry, Dirty Rice, Fig Porn and Sugar Addict.  

The Seoul-headquartered company is expected to benefit from L’Oréal’s expertise in international brand development. 

And the round of financing will enable Borntostandout to accelerate physical expansion in Europe and the US. 

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