Korean perfume brand BORNTOSTANDOUT, which received Series A funding from L’Oréal, announced its launch into Selfridges stores in the United Kingdom.
The fragrance brand specializes in gourmand fragrances and is known for its home scents, perfumes and body care products.
Phoenix Beauty is the exclusive UK distribution partner for BORNTOSTANDOUT. The other brands under Phoenix Beauty’s portfolio include Elie Saab, Billie Eilish Fragrances and BDK.
“We are thrilled to welcome BORNTOSTANDOUT to our expanding portfolio,” said Amy Buckley, marketing director and 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 with 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.”
