So now, for part 2 of my overview of the new Korean brand BORNTOSTANDOUT (BTSO). Unfortunately, the second set of six falls into the same category as the first – largely forgettable compositions that don’t rise to any great heights.
Smokin’ Gun is BTSO’s answer to Tobacco Vanille, albeit with less emphasis on tobacco. Piney juniper and forest notes bring a fresher aspect. Not a bad effort, but the forest notes disappear too fast, leaving behind a sweet trail. Shades of Amouage Boundless in its woody/tobacco vibes. But both the Amouage and Tom Ford are better than this offering. Sex and Cognac is unpleasant, mixing animalic leathers / with sweet syrupy boozy elements in the opening. The dry down becomes more palatable with drier, woodier notes coming through. Certainly, not my type of leather fragrance.
Indecent Cherry surprisingly doesn’t smell like Tom Ford’s Lost Cherry. Instead, it recalls fruity chapstick mixed with bubblegum – an indecent assault on my nose. Dirty Rice is steamy and milky but ultimately too subtle to make a lasting impression. Diptyque’s latest Leau Papier explores similar themes and is ultimately superior.
According to the promo material, Mud is meant to evoke wet grass and dirt:
“The pouring rain cools off the ground. Water fiercely falls from the edge of the roof, raindrops splashes between the grass, and the ground turns to mud.“
“The subtle scent of the water, the wet grass, and the muddy ground. The mixed scent of the air reminisced me of a break-up with her.”
It doesn’t. Rather it’s milky mud cake. Notes of chocolate, almond, milk, and vanilla send us so far from the inspiration it’s confusing. The combined effects of these gourmand notes with ambery woods in the base create a weirdly synthetic plastic-like impact. There’s an empty, unsatisfying hollowness to it all. Not Vanilla is a vanilla-centric perfume blended with spices and fresh juniper. It reminds me a little of Gentle Fluidity Gold from MFK. But again, the base notes smell unnatural and contrived.
I wanted to give the brand a chance for a couple of reasons. Firstly the perfumers behind the brand all, for the most part, have excellent records. Here’s a rundown:
- Burnt Roses – Florian Gallo.
- Dirty Rice – Olivier Cresp.
- Drunk Saffron – Honorine Blanc.
- Fig Porn – Florian Gallo.
- Hinoki Shower – Frank Voelkl.
- Indecent Cherry – Florian Gallo.
- Mud – Nathalie Lorson.
- Not Vanilla – Florian Gallo & Frank Voelkl.
- NSFW – Florian Gallo.
- Sex & Cognac – Hamid Merati-Kashani.
- Smokin’ Gun – Florian Gallo.
- Unholy Oud – Dora Baghriche.
Secondly, the brand’s stockist in Australia is Mensbiz. And they usually do a good job of vetting fragrance houses before bringing them into their store. For example, they stock houses such as Heeley, Tauer, and Santa Maria Novella. BTSO seems a contradictory selection against such quality houses. Bloom is one of their stockists in the UK, and Luckyscent holds their perfumes in the United States.
So overall pretty disappointing. Born to Stand Out now have 16 perfumes in its portfolio (the ones I haven’t tried are DGAF, Drunk Lovers, Naked Neroli, and Zest Z&T), and they’ve only been around since 2022 – talk about trying to cover all the bases and tick all the boxes. I honestly didn’t find one that I’d consider full bottle worthy. But then again, I’m probably not their target demographic. My picks are Hinoki Shower and Unholy Oud. To conclude, I guess I’d have to borrow a term from the TikTok generation and call their offerings decidedly…..mid.
If you’ve tried any of these, let me know. What’s the most disappointing brand you’ve tried recently?
I’ll sign off here with a few more rose photos and one of my petunia flowers. Indecent Cherry is pink like these flowers but nowhere near as pleasant smelling.
Your pictures are always a standout! Lovely to read your thoughts and how you decribe those you dislike in a humorous way: “an indecent assault on my nose”. Interesting that they have a steamed rice one, it seems to be a trend now, I wonder. I’ve been wearing my L’Eau Papier obsessively. Oh well, the good side of not liking a perfume is not wishing to buy anything! Have a great weekend!
Thanks so much, Tetê! Haha, yes the Indecent Cherry was not a good one at all. The Dirty Rice from BTSO actually predated the Diptyque, but I think the execution on the Diptyque is superior. Hope you have a good weekend too.
Glad I read your discussion. I had seen them on the Bloom website & was oohing & arring whether to test. You’ve saved me wasting my time & money
Yes, not worth paying for samples I would say. If you’re in Bloom perhaps give them a try. But, for me the originality and quality just isn’t there. Too many gimmicks and not enough emphasis on the juice.
I’m always happy to give you an excuse to post rose photos!
Somehow any perfumes with those kinds of ridiculous names generate eye rolls and instantly lowered expectations from me, so it might actually be harder to be disappointed. You gave them a chance; no FOMO!
Thanks so much, that’s very kind of you! Yes, the names are certainly a warning sign. I won’t be rushing out to try any of the new ones, that’s for sure.
Excellent run through of this brand Daniel, thanks for that. With so many releases in such a short time period, it sets alarm bells ringing in my bs detector:). But perhaps I’ll give them a quick whiff if I visit Bloom some time. I’ve noticed that actually places such as Bloom have been expanding their brand offerings in the past couple years, and I’m guessing it’s due to a downturn in business post-pandemic, kind of being less discerning so as to attract as many customers as possible. Makes business sense, but not all that great for fragrance lovers just trying to separate the sheep from the goats. 😉
Thanks for reading and commenting, Marcus. Yes, I’d be interested to know your thoughts on them. That’s interesting information about Bloom. I’d say this brand will probably sell quite well as they seem to hit a few of the current trends. For mine though, there are so many better options out there. It takes a fair bit of sampling to find the gems, though.
OH DEAR, PART 2. Would still love to try it. Love the pics of your fragrances and flowers, dear Daniel.
Oh dear indeed, Rich. Haha. Thanks very much for your kind comment.
Gorgeous photos as always. Sorry you were disappointed in your sampling. I haven’t tried too many sample sets these days for the same reason.
Thanks so much, Brigitte. Yes, unfortunately the quality of this sample set wasn’t overly great.