Byredo

Byredo is a European luxury brand founded in Stockholm, Sweden in 2006 by Ben Gorham. The brand is known for its minimalist aesthetic and its diverse range of fragrances, as well as its makeup, skincare, leather goods, and accessories.

History:

Ben Gorham, a former basketball player, founded Byredo after a chance encounter with a perfumer who convinced him that he could create perfumes. Gorham lacks formal training in perfumery, instead collaborating with perfumers Olivia Giacobetti and Jérôme Epinette to translate his memories and personal experiences into scents.

Products:

Byredo's core product line is its fragrances, which are known for their unconventional and evocative names and compositions. Key scents include "Gypsy Water," "Bal d'Afrique," and "Mojave Ghost." The brand has expanded beyond fragrances to include a range of luxury products:

• Fragrances: Eau de parfums, parfum solides, and hair perfumes.
• Makeup: Eye shadow palettes, lipsticks, mascaras, and other cosmetic products packaged in distinctive metal casings.
• Skincare: Cleansers, lotions, and other skincare essentials.
• Leather Goods: Handbags, wallets, and other leather accessories.
• Home Fragrance: Candles, room sprays, and incense.
• Accessories: Sunglasses and other lifestyle items.

Brand Identity:

Byredo is characterized by its minimalist and Scandinavian design aesthetic. Its packaging is typically clean and simple, featuring black and white coloring with minimal branding. The brand positions itself as a luxury product offering high-quality ingredients and unique, artistic formulations. Byredo often collaborates with artists and other creative individuals on limited-edition collections.

Distribution:

Byredo products are sold in Byredo boutiques around the world, as well as in select department stores and online retailers.

Acquisition:

In May 2022, Puig, a Spanish fashion and fragrance company, acquired a majority stake in Byredo. Ben Gorham remains the brand's Chief Creative Officer.