I always set about smelling new perfumes/brands with an open mind. But, the suggestive in-your-face style provocative marketing from the new Korean brand BORNTOSTANDOUT (yes, their name is in all CAPS) rubbed me a bit the wrong way. It’s all been done before by brands such as Tom Ford and Kilian, so quite frankly, such a lascivious approach feels old hat.
Even though I’m not on Instagram anymore or an avid TikToker, these scents and this brand look likely social media generation darlings. And I’m certain, without even looking, that they already have or will have a heavy presence amongst the influencer set, peddling them as the latest masterpiece/s. The most surprising thing I observed after sampling 12 of their wares was that none of their perfumes stood out. Indeed, more fitting names for the brand would be CONFORM, FIT RIGHT IN, or even BEEN THERE DONE THAT. For part 1 of my first impressions of the brand, I’ll discuss the first 6 I tried.
Fresh, dewy rose in the opening of Burnt Roses gives way to a weird scorched salty smoke accord. However, it never fully commits to being bright or dark and sits somewhere in the middle. The aquatic ozonic, vibrant lifting aspects of salt and aldehydes eventually becomes cloaked in incense smoke—a weird marriage of disparate elements that don’t work on my skin. Cashmeran in the base closes it out in a safe manner. Though, it’s a far more intriguing proposition than their other rose, entitled NSFW (Not Safe For Work). Here the brand blends rose, patchouli, and oud, producing a familiar movie we’ve seen many times before – perfectly safe for work.
If you’re after a smouldering smoky rose, check out Rostracto from Rogue Perfumery, and as for rose, incense, and patchouli scents, check out POAL from Frederic Malle. I’m sure you have your own favourites in this space too.
The ridiculously named Fig Porn takes us down a predictable path. Sticky fruits and a swirling mix of pink flowers accompany the sweet fig. Ambery woods in the base do little to appease—cheap-smelling and generally unpleasant. However, I enjoy Hinoki Shower. Camphorous damp woods evoke a log cabin in a foggy wilderness. As it advances, a faint wisp of tobacco smoke lingers in the air. Pine trees line the trail. Well executed. However, I’d sooner choose the cheaper and superior Hinoki from Comme des Garcons over this one.
There’s nothing unholy about Unholy Oud. Indeed, it’s all very amicable. And again, the union of rose and oud is hardly novel. In truth, the friendly oud, paired with fresh rose, patchouli, and lemony woods, is far more evocative of Mary Poppins than the Exorcist. Scratchy sandalwood punctuates the dry down. And speaking of rough and scratchy, Drunk Saffron’s boozy leather union smells like a mix of Kilian and Montale. Too artificial. Saffron often becomes abrasive on my skin. I’d prefer more of a prominent darker leather accord than the saffron. My least favourite so far, and to ram home the point, plum and cognac inject too much boozy sticky goopiness for my liking. I’d much rather turn to something from Lubin or Frapin’s stable of perfumes for this scent genre.
So, nothing spectacular in part 1, and it’ll be more of the same in part 2. I had hoped to like the brand as I have yet to discover a Korean perfume house. Alas, it seems not to be. Have you tried BORNTOSTANDOUT, or can you recommend any Korean brands?
Notes: I purchased my samples, and all images other than the Hinoki Shower (Google) image are my own.