Yesterday, according to report, Ben Gorham, the visionary founder of Byredo, is bidding farewell to the Swedish luxury beauty and lifestyle brand this month. Founded in 2006, Byredo quickly became a symbol of unconventional luxury under Gorham’s leadership. His departure marks the end of an era characterized by innovative fragrances and bold forays into various product categories.
Terms of their strategic partnership were outlined in an agreement signed by both parties in 2022, part of which said that Gorham would maintain creative leadership until this June, according to the Spanish beauty and fashion company.
The transition follows Puig’s acquisition of Byredo in 2022, a move aimed at leveraging the brand’s creative potential across fragrances, cosmetics, and beyond. Puig’s recent IPO in 2024 solidified its ownership of Byredo, signaling a new chapter for the brand under Puig’s seasoned guidance in beauty and fashion.
Reflecting on his journey, Gorham expressed pride in Byredo’s achievements over two decades, emphasizing the brand’s strong identity and its potential for future growth. He leaves Byredo in the capable hands of Puig, confident in their ability to uphold its ethos while exploring new opportunities.
Marc Puig, chairman and CEO of Puig, praised Gorham’s stewardship and highlighted Puig’s commitment to preserving Byredo’s legacy while nurturing its evolution. Known for its integration of design and storytelling, Byredo flourished under Gorham’s direction, expanding from fragrances to include makeup, jewelry, and home accessories.
With 76 stores worldwide and a reputation for captivating collaborations with artists like Travis Scott and Isamaya Ffrench, Byredo remains a beacon of creativity in the luxury market. Gorham’s departure marks a transition that Puig aims to navigate with respect for Byredo’s origins and a vision for continued innovation in luxury beauty.
