15 hours ago
After Puig's full takeover, Byredo founder Ben Gorham announces departure
Ben Gorham, the founder of Swedish luxury fragrance label Byredo, is set to step down by the end of June, nearly twenty years after launching the brand in Stockholm. Known for its minimalist aesthetic and cult-favorite scents, Byredo has become one of the most prominent names in global niche perfumery.
While Gorham has maintained a low public profile, his recent LinkedIn update—marked 'Open to work'—hinted at the transition. The news comes three years after Spanish luxury group Puig acquired a majority stake in the brand. Byredo had previously been backed by British private equity firm Manzanita Capital since 2013.
Though financial details of the Puig deal were never disclosed, industry sources estimated the valuation to be close to €1 billion. Despite the change in ownership, Gorham has continued to lead the creative direction until now. Puig completed its full brand acquisition in 2023, ahead of its stock market debut, bringing Byredo into a growing portfolio that includes Charlotte Tilbury, Jean Paul Gaultier, L'Artisan Parfumeur, and Dr. Barbara Sturm.
Gorham and Puig chairman Marc Puig confirmed the founder's exit to WWD, describing it as a 'long-planned and mutual decision.' The transition is expected to be finalized by the end of the month.
A former professional basketball player with no formal training in perfumery, Gorham founded Byredo—short for 'By Redolence'—in 2006. He quickly gained recognition for pushing creative boundaries in the fragrance world, combining unconventional inspirations with sleek, Scandinavian design.
Under his leadership, Byredo evolved into a lifestyle brand encompassing fragrance, makeup, leather goods, and eyewear. Gorham's creative collaborations further boosted the label's profile, including a 2018 partnership with the late Louis Vuitton artistic director Virgil Abloh on a project titled Elevator Music and a 2019 capsule collection with Swedish outdoor label Peak Performance.
Byredo's refined yet experimental identity has made it a mainstay in premium fragrance and concept stores around the world. With Gorham's departure, Puig plans to continue scaling the brand globally while maintaining its artistic legacy.
While Gorham has not announced his next venture, his track record suggests another creative chapter may soon be underway.
