Ben Gorham Exits Byredo

Ben Gorham, the tattooed, former basketball-playing visionary behind Byredo, has officially stepped away from the brand he founded in 2006. Known for turning scent into storytelling (Mojave Ghost, anyone?), Gorham built Byredo from a small fragrance label into a global lifestyle empire with a fanbase that includes A-list celebs and fashion insiders.

Byredo’s rise was anything but traditional. Gorham, who had no formal training in perfumery, founded the brand based on personal memories and emotional narratives something that resonated with a new wave of beauty lovers looking for more than just pretty bottles. Over the years, the brand expanded into makeup, leather goods, and collabs with the likes of Travis Scott and IKEA.

In 2022, luxury conglomerate Puig (yes, it’s pronounced “pweeg”) acquired a majority stake in the brand reportedly valuing it at over €1 billion. Now, with Gorham’s departure, Puig is fully in control. What does that mean for Byredo? Likely more global expansion and even more product categories, but hopefully, the soul of the brand Gorham’s minimalist, deeply personal touch remains.

From niche to mainstream, Byredo changed the fragrance game. And while Ben Gorham may have moved on, his legacy smells like success.