Jun Lim is the founder of BORNTOSTANDOUT®, a global luxury fragrance house built on two simple convictions. Rebellion against the standard. Originality over familiarity. Before perfume became his work, it was his lifelong obsession. Jun has collected fragrance for over twenty years, buying at least one bottle every week. He fell in love with scent not as an accessory, but as a medium of self expression. Scent was his language long before it became his business. Alongside perfume, there was art. Painting is one of the ways he releases tension and resets his mind. Weekends were spent in galleries, asking the same questions again and again. What feels alive. What feels fake. Why some things hit before you understand them. That tension shaped everything that came next. By day, Jun spent nearly a decade in global investment banking as a consumer sector analyst. Finance was never the identity. It was training. Discipline. Pattern recognition. Understanding how brands rise, stall, and disappear. In 2022, he launched BORNTOSTANDOUT® to challenge a fragrance industry that had grown too safe. He honors craft, slow maceration, and perfumers treated as artists. But he rejects predictability, market testing, and politeness.
Celine Herbette is an exciting rising talent in perfumery, known for her refined creativity and distinctive sensory approach. After beginning to lose her hearing at the age of four, Celine developed a heightened sensitivity to smell, which became the foundation of her perfumery journey. Encouraged by her father, who worked in perfume packaging, she went on to study at the École Supérieure du Parfum in Paris, followed by international internships before joining CPL Aromas UK in 2020. [PARA] Training under Kamila Lelakova and Kevin Mathys, Celine progressed rapidly to Perfumer and has already contributed to a number of successful briefs and commercial fragrance wins with renowned brands. Her work is often inspired by everyday experiences, from the brightness of a cocktail to the warmth of a nearby bakery, She also captures travel experiences through small accords, building a personal library of olfactory memories that later evolve. [PARA] Recognised for her use of materials such as osmanthus, cedarwood and Muscenone, Celine places sustainability at the heart of her work and believes it will define the future of fragrance. Thoughtful and ambitious, she represents a new generation of perfumers shaping the industry with purpose and emotion.
FILTHY navigates the complexities of global sales, works with a carefully selected distribution network and direct-to-retail partnerships. Ensuring brands receive the attention and placement they deserve, maximising their potential in key markets. [PARA] Filthy tailors strategies to suit the nuances of each brand and regional market. All this while maintaining a cohesive global brand identity. [PARA] (Current portfolio includes: Fugazzi, Histoires De Parfums, Commodity, Tsu Lange Yor and more)
Mabelle's approach to perfumery is instinctive, conceptual, and deliberately unconventional. Her bestselling fragrance Lunar Dust challenges traditional perfume structures by opening with an intentional absence of scent gradually developing on skin, mirroring the moment of stillness when one first gazes at an empty night sky before the stars slowly reveal themselves. [PARA] For Phoenix Flame, Mabelle went beyond sourcing materials, developing her own sumac tincture and certifying it for safe use to capture a deeply personal connection to her Lebanese heritage. This process also introduced a new material to the perfumer's palette. [PARA] Beyond fragrance, Mabelle has pioneered a new way of engaging with olfaction as a form of art. With her olfactive art pieces, she integrates scent into physical artworks, creating immersive pieces that can be hung on the wall while simultaneously diffusing scent into the surrounding space. [PARA] Through originality and emotional depth, Mabelle O'Rama is actively shaping new ways of experiencing scent and composing distinctive olfactive stories.
Alina Rosu is a London-based perfumer and founder of NEUNÉRE, building a brand at the intersection of neuroscience, philosophy, and slow perfumery. She defines her practice as that of a Research Artist, fueled by an intrinsic curiosity to uncover hidden patterns and deeper explanations of perception. Anchored by a deep analytical framework derived from her background in AI and a PhD in Machine Learning, she applies this logic to interrogate the olfactory medium and its impact on human emotion. Following foundational training at the Grasse Institute of Perfumery and a Master’s in Fragrance Formulation, Alina treats perfumery as an inquiry into human nature. Her approach is both philosophical and scientific, as she deconstructs the cognitive paradoxes and neural mechanisms that dictate how we feel, translating them into olfactory spaces of tension and dialogue. This duality is expressed through her fragrances and her highly technical contributions to publications such as Perfumer & Flavorist. Her unique vision was recognised by the NewGen Program, where her work was noted for its considerate and deeply introspective character. This establishes a new, research-led paradigm for the future of intellectual fragrance.
NYITA’s Rebecca Jaquest is a trailblazer redefining modern perfumery through an unconventional vision. Rejecting top, middle & base note structures, creating enchantingly unexpected organic fragrances. Equally radical is her commitment to only 100% organic ingredients. Her rigorous sustainable sourcing includes organically grown botanicals, essential oils never extracted using petrochemical solvents like hexane, & protection of irreplicable topsoil by never destroying whole plants or trees, all set her apart as an inimitable perfumer. Reshaping expectations of luxury in fragrance. Her creativity has been recognised by the Fragrance Foundation as one of the UK’s foremost “Scent Disruptors”, further validated by multiple awards. Rebecca recalibrated standards of excellence whilst helping support over 200 organic farmers in genocide-stricken communities of Rwanda, 150 Himalayan holdings, a village farm on a remote Japanese island and a community in the Andes, which suffered from guerrilla violence. Working directly with artisan essential oil producers, ensuring full ingredients transparency & exceptional purity. Rebecca’s innovation spans product lines, from patent-pending cleaner-burning candle to the ‘impossible’ creation of 100% organic exquisite perfumes, with longevity & projection. In doing so, Rebecca established herself as authentic originator of modern luxury fragrance, proving artistry & innovation can have purposeful impact beyond brand & business.
Founded by Bella Khair Hadid, ‘Ôrəbella is redefining fragrance as a skin-loving ritual. Alcohol-free, vegan, and cruelty-free, the brand’s bi-phase skin parfums are powered by the proprietary ‘Ôrəlixir™ base, combining nourishing botanicals, hydrating snow mushroom, and high-grade essential oils. Each shake-and-spray experience invites you to “reveal your alchemy,” merging scent, skin, and self-expression into one transformative ritual.
