Byredo is a Swedish luxury fragrance and lifestyle brand founded in 2006 by Ben Gorham in Stockholm. Gorham, of Swedish and Indian heritage, originally studied fine art and basketball before turning to perfumery, creating fragrances that translate personal memories and abstract concepts into scent. Byredo is majority-owned by Puig, the Spanish beauty and fashion conglomerate, which acquired a majority stake in 2022.
The brand's fragrance portfolio includes eau de parfums, eau de toilettes, hair perfumes, body care, and home fragrances such as candles and room sprays. Notable fragrances include Gypsy Water, Bal d'Afrique, Mojave Ghost, and Blanche. Byredo's approach to perfumery favors unexpected ingredient combinations and conceptual storytelling, with each scent developed around a narrative or emotional theme rather than a conventional fragrance brief. The brand collaborates with several established perfumers including Jerome Epinette and Olivia Giacobetti. Beyond fragrance, Byredo has expanded into leather goods, eyewear, makeup, and accessories, positioning itself as a broader luxury lifestyle brand.
Byredo operates flagship stores in cities including Stockholm, London, Paris, New York, Los Angeles, and Seoul, alongside its e-commerce platform and distribution through select luxury retailers. The brand occupies the premium niche fragrance tier, with standard eau de parfums typically priced between $190 and $300. Byredo's visual identity emphasizes minimalist Scandinavian design, with simple black-and-white packaging that has become a recognizable element of the brand.