{"id":155775,"date":"2025-02-26T10:44:45","date_gmt":"2025-02-26T10:44:45","guid":{"rendered":"https:\/\/www.parisselectbook.com\/2025\/02\/26\/loreal-invests-in-korean-brand-borntostandout\/"},"modified":"2025-02-26T10:45:03","modified_gmt":"2025-02-26T10:45:03","slug":"loreal-invests-in-korean-brand-borntostandout","status":"publish","type":"post","link":"https:\/\/www.parisselectbook.com\/en\/2025\/02\/26\/loreal-invests-in-korean-brand-borntostandout\/","title":{"rendered":"L’Or\u00e9al invests in Korean brand Borntostandout"},"content":{"rendered":"\n

The French cosmetics giant continues its expansion in the luxury sector with an investment in the South Korean brand Borntostandout (BTSO), specialized in prestige fragrances with a strong identity.<\/strong><\/p>\n\n

After investing in Jacquemus<\/em> and Amouage<\/em>, L’Or\u00e9al<\/em> continues to strengthen its perfumery portfolio. Through its venture capital fund BOLD<\/em>(Business Opportunities for L’Or\u00e9al Development<\/em>), the French group recently acquired a stake in the perfume house Borntostandout<\/em>, alongside the American fund Touch Capital<\/em>. <\/p>\n\n

Bold positioning and international ambitions<\/strong><\/h2>\n\n

Founded in 2022<\/em>, Borntostandout<\/em> (BTSO) stands out for its singular approach blending luxury and provocation. Its creations, with evocative names such as Fig Porn, Sin & Pleasure<\/em> and Dirty Heaven<\/em>, are aimed at customers seeking originality and non-conformity. <\/p>\n\n

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A publication shared by BORNTOSTANDOUT\u00ae (@borntostandout.official)<\/a><\/p><\/div><\/blockquote>\n