Fragrance rebel roars

JUN LIM: HE CHALLENGES RULES ONE BOTTLE AT A TIME

- Thami Kwazi

In a world dominated by conformity and mass production, a revolutionary fragrance house is challenging the rules – one provocative bottle at a time. The name? BORNTOSTANDOUT. And the mind behind this daring olfactory movement is Jun Lim, the Seoul-based founder, artist and self-proclaimed fragrance rebel.

"Perfume is not just about smelling nice. It's a form of expression, like fashion or art. And sometimes, it's even rebellion," says Lim, who made a leap from the structured world of finance to the sensual, boundary-pushing landscape of niche perfumery.

Lim was in South Africa for a meet about the creator's perfume event and to connect with fragrance lovers.

Before launching what is now one of the most talked-about niche perfume brands globally, Lim was an investment banker specialising in the beauty and cosmetics sector.

But behind his tailored suits and analytical acumen, he had a deep passion for two things: perfume and visual art. His personal fragrance library held over 250 bottles, and his art collection adorned every wall of his home until he sold most of it to fund his dream project.

That dream became BORNTOSTANDOUT, launched in 2022.