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A new fragrance is making noise

We chose not to go the route of let’s do the best-selling shades of this. So, we chose to go another route by making everything look very pharmaceutical and very iconic and simple. In makeup, to the contrary, they were taking the love of objects out of the equation. We spent a great deal of time designing these little relics.

That’s when I started to read and formulate ideas linked to smell. I felt like perfume was a very accessible product that could reach a lot of people. My idea was to communicate my ideas to people, so I became perfumer and then I quickly understood that I was, in a commercial sense, part of the beauty industry.

A perfume decant is a small-sized bottle in which the perfumes are poured from the official perfume full-sized bottle to these decant bottles. It is not from the company nor a factory-sealed bottle. Usually decant bottles come in 2.5ml, 5ml, 10ml and 30ml. E has shops on the coolest streets of New York, Paris, London and Seoul, with two Beijing flagships having opened last year. He’s good mates with Louis Vuitton’s Virgil Abloh, Burberry’s Riccardo Tisci and Kanye West, and has Naomi Campbell and Edward Enninful RSVPing to his launch parties around the world.

He went on to seek out other renowned perfumers, including Olivia Giacobetti and Jérôme Épinette, to create the shareable fragrances themselves, the focus always on craftsmanship and quality. Ben Gorhamdoesn’t claim to be a perfumer, but his creativity – and his connections to art, and his personal style – have helped to put BYREDO on the map. Each new fragrance – perfume, Cologne, room scent, textile fragrance – is inspired by his memories of times and places. A native Swede, born to an Indian mother and a Canadian father, Ben grew up in Toronto, New York and Stockholm. He graduated from the Stockholm art school with a degree in fine arts, but a chance meeting with perfumer Pierre Wulff convinced him that he’d rather create fragrances than paintings.

That didn’t exist in the fragrance industry; it was very much copies of copies. Most of the products that had been in the market and did well were the result of numerous focus groups. Everybody was trying to find a smell that scored high in a general sense, partly because that was the model for so many years. For us, just making products of a high quality that told specific stories, and that smelled unique, that’s what people wanted.

✨ Byredo has been able to form genuine connections with its audience and offer experiences for consumers that set the brand apart from the competition. Scents like “Gypsy Water” and “Mojave Ghost” have become hits for Byredo, retailing for $276 USD for a 100ml bottle. In 2021, Byredo revealed it made $134 million USD, up 63% year-on-year. While it’s crumbs to what mammoths like Estée Lauder generate, Byredo’s perfumes have become favorites among top retailers such as Harrods and Liberty — brand equity is soaring.

I wanted to create a landscape of curated objects, so they didn’t relate in material or in shape or in format, and I think we succeeded with that. From the beginning, though I was obsessing about smell, it was quite clear in my mind that Byredo would be more than one thing one day. At the time, I may have underestimated the time and effort it took to build a stable business. It took me quite a few years until I was able to pivot, but I felt that people have the same emotional connection to makeup; it had the same level of intimacy as fragrance. I thought that could be really interesting for Byredo to explore what that can be in a new way.

What is your favorite thing about being at the helm of Byredo? It’s a great outlet for me, on a personal level, to talk about things that inspire me to tell my personal stories. It’s become an outlet for my perspective, even though how to blow dry bob it’s become much more than that. I have an incredible creative team, I have an incredible organization, but I’m still able to create the vision and the direction. Creatively, it’s that’s part of the business that I enjoy the most.

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