In episode 153 of the Glow Journal podcast, host Gemma Dimond talks to BORNTOSTANDOUT founder Jun Lim in another Australian podcast exclusive.

BORNTOSTANDOUT is unquestionably one of the most interesting, and in my opinion industry-defining, brands in not just the fragrance space, but the beauty sphere at large right now.

What’s so fascinating to me about BTSO is that it’s built on this idea of rebellion, but the brand is based in South Korea. Now you hear Korea and you think “Well, that makes sense, it’s the global capital of beauty innovation,” but as Jun puts it- “Korea is simultaneously one of the most innovative beauty markets in the world, but also the most conformist in terms of taste.” He explained to me that K Beauty is, at its core, built on the idea of perfecting a standard, not breaking one.

That in mind, I had a lot of questions for Jun about how he’s gone about launching into a relatively conservative market, given so much of the brand’s iconography is tied to sex, to excess, to gluttony- it’s super sexy, which to me feels really natural, but evidently this is a brand that was never formed with solely its local market in mind.

In this conversation, Jun shares how he’s managed to expand the brand to over 75 countries without diluting its DNA, why he believes specificity is what creates resonance, and how he keeps creating perfumes when he only has so many love stories to tell…