Byredo

There's something kind of fascinating about a brand that started with IKEA candle glasses and turned into a billion-dollar luxury empire. Byredo-which basically means "by sweet smell" if you trace it back to old English-launched in Stockholm back in 2006 when Ben Gorham, a 6'5" tattooed former basketball player with an art degree, met a French perfumer and decided scent could transport you places the way music does.

And honestly? He wasn't wrong.

Byredo is a Swedish company that produces luxury fragrances, leather goods, and accessories, founded in Stockholm in 2006 by Ben Gorham. What makes the brand stand out isn't just the minimalist Scandinavian packaging (though those magnetic caps are pretty satisfying). It's the whole approach. Born from a desire to translate memories and emotions into objects and experiences, Byredo takes a sensorial-led approach to creativity. With a multidisciplinary vision spanning fragrance, makeup, home, and crafted accessories, the brand builds a living library of collective memories and cultural references.

The fragrances themselves-with names like Gypsy Water, Mojave Ghost, and Bal d'Afrique-read more like short stories than product labels. Most are unisex, which feels refreshingly modern. Gorham keeps the formulas simple and avoids too many notes that may clash. Preferring fragrances with fewer notes, Gorham believes their existence is justified. It's this restraint that makes them memorable rather than overwhelming.

But Byredo's grown way beyond just perfume. Its first collection of handbags and other accessories debuted at the 2017 Paris Fashion Week. In November 2023, Byredo launched fine jewelry as a new permanent category for the brand. They've collaborated with everyone from IKEA to Travis Scott, which tells you something about their range. In May 2022, Puig acquired a majority stake in Byredo. The acquisition valued the brand at around €1 billion, though Gorham stayed on as creative director.

Today, you'll find Byredo in over 40 countries, sold through their own boutiques and high-end retailers like Liberty in London and Nordstrom in the US. Byredo speaks to a global community across more than 40 countries, through an exclusive network of immersive flagship spaces and high-end retailers. The brand's aesthetic-clean, minimal, almost austere-has become instantly recognizable in the crowded luxury beauty space.

What's interesting is how they've managed to stay niche while going global. The prices aren't cheap (we're talking $200+ for a 100ml bottle), but the brand has cultivated this devoted following among fragrance enthusiasts who appreciate the artistry. Notice how Byredo doesn't really do hard sells on social media? Their Instagram feels more like a digital art journal than a shopping catalog, which somehow makes you want the products even more.

The whole thing feels very intentional, very curated-from the way they package orders with complimentary samples to how their stores are designed. It's luxury, but with a Scandinavian sensibility that values craft and quality over flashiness. Whether that's worth the premium is up to you, but there's no denying they've carved out their own distinct space in the beauty world.