BORNTOSTANDOUT

BORNTOSTANDOUT (BTSO) was launched in South Korea in 2022. True to its name, BTSO is immediate impact – with names and scents that leave a lasting impression. Its rebellious aspect is a sideways movement against the standards and codes of perfumery, uncritically accepted and taken for granted. Why fit in? You were born to stand out.

Against market dictates and popular tastes, BTSO is a breath of fresh air, demonstrating a distinct sensibility towards cultural production. BTSO invites us to reflect over our place in the world, welcoming new cultural understandings of the invisible world of scent. “Better to fail in originality than to succeed in imitation”, they say. We are excited to see another aspect of Korean culture bloom in Australia, no less within the realm of fragrance.

BTSO’s release of Indecent Cherry is one of the best examples of a cherry fragrance on the market, but attention should also be paid to Fig Porn, Dirty Rice, DGAF, and Smokin’ Gun. The brand especially draws its attention to themes of irreverence, rebellion, life, sex, and death. All the good stuff.

• South Korean perfumer house. BTSO’s offerings are diverse, ranging a broad manner of styles and themes. They are all wearable and effortless.
• Noteworthy perfumers include Florian Gallo, Christophe Raynaud, Olivier Cresp, Hamid Merati-Kashani, Honorine Blanc, Frank Voelkl, Nathalie Lorson, Daphné Bugey and Dora Baghriche.
• Indecent Cherry capitalises on the cherry trend – punctuating its dark and luscious fruitiness with a glistening and mouthwatering syrup.
• BTSO’s bottles resemble Joseon porcelain: a dignified nod towards Korean tradition, moulded to a sensual and voluptuous curvature.
• BTSO believes that the soul cannot thrive in the absence of art.