Shinsegae Duty Free launches Borntostandout, ‘Korea’s most daring fragrance’, at Myeong-dong flagship

SOUTH KOREA. Shinsegae Duty Free has expanded its premium fragrance offering with the debut of the evocatively named Korean brand Borntostandout at its Myeong-dong flagship.

The opening highlights the retailer’s strategic focus on high-end and trend-driven products that blend international appeal with K-culture influences.

The launch is highlighted by a pop-up activation, offering visitors an immersive sensory experience.

Located on the 10th floor in the Iconic Zone, the pop-up showcases the brand’s key fragrances, including the popular Drunk Lovers Eau de Parfum, characterised by its sandalwood and woody notes.

The Filthy Musk Eau de Parfum is another key signature offering from the brand, featuring a modern twist on animalic musk that leaves a bold, instinctive trail.

Other bestsellers to be showcased include Sugar Addict with its sweet, compelling notes, and the Fugazzi with its mysterious scent.

Beyond perfumes, Borntostandout offers traditional Korean incense sticks, carefully crafted to produce minimal smoke and deliver calming, distinctive scents.

To celebrate the launch, Shinsegae Duty Free is offering exclusive gifts for Borntostandout purchases. Customers spending over US$150 will receive the MTO Discovery Set, while those spending over US$250 will be rewarded with a set of Filthy Musk incense sticks. These limited gifts are available on a first-come, first-served basis, with one gift per customer.

Established in Seoul in 2022, the Korean fragrance brand has rapidly carved out a space in the niche category, resonating with Gen Z and Millennial consumers through its bold approach to storytelling, identities and scents.

The brand’s appeal is enhanced by packaging that reflects the minimalist beauty of Joseon-era white porcelain.

Since its debut, the brand has expanded rapidly into high-end distribution channels across more than 60 countries, with annual sales surging 100-fold from KRW300 million (US$212,700) in 2022 to KRW31 billion (US$21.9 million) in 2024.

Its fast-paced growth attracted major global investors, with a Series A funding from US venture capital firm Touch Capital in February last year, and Bold, L’Oréal Group’s venture fund.

In keeping with its strategy of selective distribution, the brand partners only with luxury retailers. Its collaboration with Shinsegae Duty Free is regarded as a particularly valuable one.

The pop-up space at the retailer’s Myeong-dong integrates a media façade with brand films and visuals, complemented by branded elevator wraps to elevate customer engagement and visibility.