L'Oréal-backed Korean fragrance brand bolsters UK presence with Selfridges
Korean perfume brand BORNTOSTANDOUT, which recently received Series A funding from L'Oréal, is significantly expanding it presence in the UK, launching at Selfridges.
The fragrance brand, which specialises in powerhouse gourmands with tongue-in-cheek stories, is known for its home scents, perfumes and body care as well as its playful scent names such as Purple Stain and Filthy Musk.
BORNTOSTANDOUT, whose motto is "Why fit in? You were born to stand out", is Phoenix Beauty’s latest acquisition. Phoenix Beauty, also home to Elie Saab, Billie Eilish Fragrances, BDK, Goldfield & Banks and more, has recently made waves in the industry with the successful UK launches of Your Turn by Billie Eilish and XO, the debut fragrance from Khloé Kardashian.
By teaming up with Selfridges, Pheonix Beauty is bringing BORNTOSTAND OUT to UK shoppers, offering customers the opportunity to experience its "unapologetic artistry" firsthand.
"We are thrilled to welcome BORNTOSTANDOUT to our expanding portfolio," said Amy Buckley, Marketing Director at Phoenix Beauty. "Their disruptive, boundary-pushing fragrances align perfectly with our commitment to bringing innovative and exciting brands to the UK market. We look forward to growing BORNTOSTANDOUT’s presence and ensuring its success within the region."
Jun Lim, Creative Director and founder of BORNTOSTANDOUT, added: "We’re thrilled to partner with Phoenix Beauty to bring BORNTOSTANDOUT to the UK. The UK is a perfect home for our bold, rebellious artistry, and we see huge potential for growth.
"We believe Phoenix Beauty is the ideal partner to amplify our vision and connect us with those who dare to be different. We can’t wait for the UK to experience BORNTOSTANDOUT."
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