Byredo
A basketball hopeful with no training in perfume built the template for the independent luxury brand, then sold it.
Small and new·Global·Founded 2006·Members
At a glance
- Founded
- 2006, in Stockholm, starting with one fragrance called Green.1
- Founded by
- Ben Gorham, who was raised in Sweden and Toronto by an Indian single mother, chased a basketball career, took a fine art degree in Stockholm and met the perfumer Pierre Wulff in 2004.7 He left the company in June 2025.3
- Home
- Stockholm, where the creative studio still sits.8
- Owned by
- Puig, the Barcelona family company, which took a majority stake in May 2022.2 Puig and the Estée Lauder Companies said in March 2026 that they were in merger talks, and by late April no decision had been reached.10
- What it sells
- Fragrance first, with candles, makeup, leather goods, eyewear and, since 2023, fine jewellery.18
- Size
- Sales were reported at more than $100 million when Puig bought in, and analysts said a $1 billion valuation was reasonable.2
How it got here
2006
1 of 3
Gorham starts Byredo in Stockholm, naming it from the words by redolence, and releases one fragrance, Green.1
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Price
Membership is from $12 a month on the Yearly plan, which is charged at $144 once a year. Lifetime access is $59, paid once.Membership is from ₹200 a month on the Yearly plan, which is charged at ₹2,400 + GST once a year. Lifetime access is ₹3,999 + GST, paid once.
Sources for what is above
- 1ByredoWikipedia · en.wikipedia.org
- 2Puig Acquires Majority Stake in ByredoWWD · 31 May 2022 · wwd.com
- 3Byredo founder Ben Gorham departs cult fragrance brandCosmetics Business · 19 June 2025 · cosmeticsbusiness.com
- 7Ben Gorham: 'With Byredo I wanted a more inclusive approach to luxury'The Guardian · 18 January 2020 · theguardian.com
- 8Byredo fine jewellery launchesWallpaper* · 30 November 2023 · wallpaper.com
- 10Decision Not Yet Reached in Puig-Lauder Merger TalksWWD · 28 April 2026 · wwd.com
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