L’Oréal invests in Korean brand Borntostandout
The French cosmetics giant continues its expansion in the luxury sector with an investment in the South Korean brand Borntostandout (BTSO), specialized in prestige fragrances with a strong identity.
After investing in Jacquemus and Amouage, L’Oréal continues to strengthen its perfumery portfolio. Through its venture capital fund BOLD(Business Opportunities for L’Oréal Development), the French group recently acquired a stake in the perfume house Borntostandout, alongside the American fund Touch Capital.
Bold positioning and international ambitions
Founded in 2022, Borntostandout (BTSO) stands out for its singular approach blending luxury and provocation. Its creations, with evocative names such as Fig Porn, Sin & Pleasure and Dirty Heaven, are aimed at customers seeking originality and non-conformity.
Far from the classic standards of perfumery, the South Korean brand claims a free and committed vision of beauty. Its founder, Jun Lim, expresses this philosophy: “Korea is a conservative country where success and identity are predefined. But the truth is, there is no ‘right’ way to live. Just be yourself.”
With this investment, BTSO hopes to extend its international reach, particularly in Europe and the United States, strategic markets for the beauty sector. Already present online and through its flagship store in Seoul, the brand is also distributed in some fifty countries.
The K-beauty market on the rise
This acquisition comes at a time of strong growth for K-beauty. In 2023, South Korean cosmetics exports exceeded $10 billion, up +20.6% year-on-year. A boom driven by the worldwide popularity of K-pop, K-dramas and other influential cultural content.
With bottles inspired by Joseon-era porcelain, BTSO relies on craftsmanship and responsible production, in controlled quantities. In just three years, the brand already offers some thirty fragrance references, accompanied by scented skincare lines and home fragrances.
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