The white moon jar, made of white porcelain, has been a symbol of Korea since the beginning of the Joseon Dynasty in 1392. Purple is the symbolic antagonist of the brand's DNA. Crimson, a colour that perhaps contrasts most strongly with white, is used to represent the brand's unorthodox and provocative identity.

BORNTOSTANDOUT has its roots in Seoul, South Korea, in one of the city's liveliest neighbourhoods – Itaewon Street. The brand is famous for the modern art it displays and sells in its flagship store (handcrafted contemporary porcelain art, prints and drawings), which is a unique selling point in itself. An olfactory fusion of different cultures and remarkable quality in every respect.

Why fit in? You are born to stand out. We unconsciously live within the confines of a predetermined, socially correct, and standardized way of life, yet we feel comfortable in it because we want to be considered "normal" in society. Living an uncritical life. The enforcement of a standardized lifestyle robs individuals of the space to explore their true inner selves and forbids them from engaging with what lies beyond the boundaries. We rebel against norms.

BORNTOSTANDOUT wants to be more than just a niche perfume brand. We stand for an alternative lifestyle, a rebellion against the status quo – following the motto "Who fuckin’ cares?" BORNTOSTANDOUT's mission is to become an iconic, alternative lifestyle brand that conveys the value of a rebellious attitude. We believe that we can change people's attitudes, mindsets, and ultimately their lives through this extraordinary intention and mission.