"Fig Porn", "Sin & Pleasure", "Dirty Heaven"... With their provocative names and unisex formulations, the perfumes of the South Korean cosmetics brand could soon strengthen their international presence.

Following its recent investments in Jacquemus and Amouage , L'Oréal continues to explore new opportunities in beauty, particularly perfumery. Following a Series A fundraising round conducted a few days ago, BOLD (Business Opportunities for L'Oréal Development), the group's venture capital fund, has announced a stake in the perfume brand Borntostandout alongside the American fund Touch Capital.

While the amount of this investment has not been specified, it should allow the brand to strengthen its expansion on international markets, particularly in Europe and the United States, two heavyweights in the beauty industry . In addition to its website and its flagship in Seoul, the brand has a network of resellers in around fifty countries.