Ben Gorham leaves Byredo And entrusts the fragrance brand he founded to Puig to focus on new personal projects
After nearly twenty years at the creative helm of the brand that revolutionized the concept of fragrance and lifestyle, Ben Gorham bids farewell to Byredo, the maison he founded in 2006. His departure, outlined in the terms of the 2022 agreement with Puig, marks the official conclusion of a handover that began two years ago. The Spanish group, which now owns 100% of the company, fully takes over the leadership of the Swedish luxury fragrance and contemporary lifestyle brand.
Byredo: From Indie Brand to Global Icon
Gorham is not just the creator of a fragrance line; he was the architect of an aesthetic. A former basketball player with an artistic background, an outsider who built a contemporary luxury empire from the ground up, making Scandinavian minimalism not only desirable but iconic. Thanks to a strong design-driven vision and a distinctly recognizable aesthetic language, his Byredo, founded in 2006, quickly became one of the most relevant brands in the niche fragrance and luxury lifestyle segments. Gorham led the brand with a personal and direct style, transforming a small independent project into a global brand, capable of creating value through fragrances, cosmetics, leather goods, and accessories. Over recent years, Byredo has consistently expanded its offering: in addition to perfumes, it launched a make-up line in 2020 in collaboration with makeup artist Isamaya Ffrench, later overseen by Lucia Pica. The brand also ventured into new categories such as jewelry, eyewear, pajamas, and leather goods, solidifying its position as a full-fledged lifestyle brand.
The Puig Deal and Brand Valuation
Gorham’s farewell serves as the final act of a transition that began two years ago when Puig acquired 100% of Byredo, valuing it at over one billion euros. A strategic move in preparation for the Catalan giant’s stock market listing, now culminating with the founder’s exit from the creative scene. At the time, Gorham had agreed to stay on until mid-2025 to ensure creative continuity and support the integration phase. Today, with the founder’s definitive departure, Puig assumes control of a brand already well-positioned in the high-end beauty market, ready to enter a new phase of expansion. Meanwhile, Puig continues to strengthen its growth strategy in premium segments, positioning itself as one of the leading global players in luxury fragrance and contemporary cosmetics. Its portfolio includes brands such as the recently acquired Charlotte Tilbury, Rabanne, Dries Van Noten, Jean Paul Gaultier and Carolina Herrera. The synergy with Byredo is clear: both entities share a strong focus on design, visual identity, and the ability to tell a product story through cultural rather than purely commercial language.
Statements from Gorham and Puig
"I am proud of what we’ve built over nearly twenty years" Gorham stated. "The brand now has a strong identity that I fully entrust to Puig as I prepare to embrace new opportunities." He gave no hints about future projects, but it’s widely believed that Gorham will continue to operate in the creative world with the same independent spirit that has always defined him. Puig inherits not only a brand but a precise product culture. “Ben has done an extraordinary job" said Marc Puig, CEO of the group. "Our task now will be to preserve his vision while unlocking the full potential of Byredo for the future."
The Future of Byredo
A new chapter begins for Byredo under Puig, and according to the Spanish CEO, it’s one of structured continuity and international growth. The brand founded by Gorham now enters a more corporate phase, but with a solid foundation to build upon. Will Puig be able to keep the brand’s identity intact, as promised, while expanding it with discipline and strategic vision into new categories and markets?