Byredo
Byredo is a Stockholm-based luxury fragrance house offering premium perfumes, home fragrances, body care, makeup, and a lifestyle sub-brand, serving individual luxury and Gen Z consumers globally through DTC e-commerce and selective retail partnerships under parent Puig.
- Company typePrivate
- Founded2006
- HeadquartersStockholm, Sweden
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Byredo does
Byredo is a Stockholm-based luxury fragrance house founded in 2006 by Ben Gorham, operating as a wholly-owned subsidiary of Spanish conglomerate Puig following its 2022 acquisition for over €1 billion. The company designs and sells premium perfumes, home fragrances (candles, room sprays), hand and body care products, color cosmetics, and a lifestyle sub-brand called Byproduct™ that includes home textiles, leather goods, apparel, and jewelry. Byredo serves individual luxury fragrance consumers globally, with particular resonance among Gen Z and Millennial buyers engaged in "scent layering" and "wardrobing" trends driven by social media discovery on TikTok and Instagram, and holds approximately 8.5% market share in the niche perfume segment under an "Accessible Niche" positioning — premium quality at prices below ultra-luxury niche houses but above mass-market designer fragrances.
The business operates a hybrid distribution model combining direct-to-consumer e-commerce through byredo.com (localized across 13+ country sites spanning Sweden, the UK, Switzerland, Germany, France, Italy, Spain, the USA, Canada, Japan, South Korea, and Singapore) with selective third-party retail partnerships, most notably a newly launched Sephora Canada partnership announced November 2025 and distribution through luxury department stores. Revenue is generated through one-time sales of premium-priced products with packaging incorporating NFC chips and QR codes to support product transparency, consumer engagement, and sustainability messaging. The brand is differentiated through artist collaborations (notably Lauren Halsey's "Sister Dreamer" fragrance launched in 2026), limited-edition product drops such as the Vesuvio Palette (March 2026) and Summer Memories collection (2026), design-driven aesthetics, and an emphasis on sustainability through eco-friendly formulations and packaging technology.
Byredo is supported by Puig's portfolio resources, contributing to growth in the parent's prestige and niche fragrance segments — which helped drive 8% group revenue growth to €3.9 billion in the first nine months of 2025. Leadership has transitioned to scaled global management with Nicolas Cordier as global CEO, Chris Garek as Chairman, and Stephanie Wajnapel as Managing Director, while founder Ben Gorham prepares for a post-founder transition. The company competes with brands such as Diptyque, Le Labo, and Serge Lutens within the niche fragrance segment and is positioned between mass-market designer fragrances and ultra-premium niche houses.
Byredo firmographics
Firmographics- Name
- Byredo
- Legal name
- Byredo
- Website
- https://byredo.eu
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Byredo is a Stockholm-based luxury fragrance house offering premium perfumes, home fragrances, body care, makeup, and a lifestyle sub-brand, serving individual luxury and Gen Z consumers globally through DTC e-commerce and selective retail partnerships under parent Puig.
- Ownership category
- akta.pro rank
Byredo industry classification
Industry- Product category
- Luxury Fragrances
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH)
- akta.pro secondary industries
- Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Body Sprays & Mists (CRABADAC), Candles, Home Fragrance & Diffusers Retail (CRAIACAC), Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD)
Keywords
Where Byredo is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Byredo business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Personal Fragrances: Byredo generates primary revenue through luxury perfumes and fragrances including perfumes, body mists, hair perfumes, roll-on perfumed oils, and perfume extracts. The brand offers various formats from travel editions to discovery sets.
- Home Fragrance: Revenue from candles, room sprays, and home fragrance accessories. The website shows candles as a significant product category under home fragrance.
- Body Care: Hand care (washes, lotions, creams), body care (lotions, creams, washes), and rinse-free hand wash products generate revenue through the personal care category.
- Makeup: Byredo has expanded into makeup products including lipsticks, liquid lipsticks, lip care, mascaras, eyeliners, and pencils.
- Byproduct Collection: A lifestyle extension featuring home textiles, tea, leather goods, apparel, and jewelry under the Byproduct™ branding.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Byredo product offering
Product offeringCore offering
Byredo designs, manufactures, and sells luxury personal fragrances including eau de parfums, body mists, hair perfumes, perfume extracts, and roll-on perfumed oils, alongside home fragrance candles and room sprays, hand and body care products, color cosmetics, and a lifestyle collection of sustainable home goods, textiles, and accessories marketed under the Byproduct™ sub-brand. The brand targets premium individual consumers globally through its own e-commerce platform and luxury retail partners, offering discovery sets, travel editions, and limited-edition artist collaborations.
Product overview
Byredo is a luxury fragrance and lifestyle brand offering a diversified portfolio of personal fragrances (perfumes, body mists, hair perfumes, travel editions, perfume extracts), home fragrances (candles, room sprays), hand and body care (hand wash, lotion, cream, body wash, body lotion, body cream), and makeup (lip and eye products). The brand also operates Byproduct™, a sub-brand focused on sustainable home goods, textiles, fashion, and accessories. The core offering centers on premium perfumes and fragrance-related products, with expansion into complementary beauty and lifestyle categories.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Fragrances (Perfumes) Luxury eau de parfums and signature scents, including Absolu de Parfum concentrations, perfume extracts, hair perfumes, and roll-on perfumed oils, sold to individual consumers seeking premium niche fragrances.
- Body Mist Lightweight scented body mists for full-body application, including new launches from seasonal collections such as the Summer 2026 Alto Astral Body Mist.
- Travel Editions Compact fragrance formats designed for travel convenience, allowing consumers to carry signature Byredo scents on the go.
- Home Fragrance (Candles) Luxury scented candles designed for home ambiance, distributed globally through Byredo.com and luxury retailers; the brand is recognized as a top luxury scented candle brand in Europe and the US.
- Home Fragrance (Room Sprays) Room sprays for quick home fragrance refreshment, complementing the candle offering within Byredo's home fragrance range.
- Hand Care Products Hand care range including hand wash, hand lotion, hand cream, and rinse-free hand wash, sold to individual consumers as part of the personal care category.
- Body Care Products Body care range including body lotion, body cream, and body wash, sold to individual consumers as part of the personal care category.
- Makeup Color cosmetics range including lipsticks, liquid lipsticks, lip balm, mascara, eyeshadow, eyeliner, and pencils, including special palettes like the Vesuvio Palette.
- Byproduct™ Collection A lifestyle sub-brand collection of home goods, textiles, tea, leather goods, apparel, and jewelry, created from sustainable and upcycled materials.
- Sister Dreamer Limited-edition fragrance collaboration with artist Lauren Halsey, inspired by her sculpture park in South Central Los Angeles.
Quantifiable outcome
- Byredo drives growth within Puig's prestige and niche fragrance segments, contributing to 8% revenue increase to €3.9 billion in first nine months of 2025
Companies that use Byredo
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Byredo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Byredo partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Lauren HalseyminorArtist Lauren Halsey partnered with Byredo to launch a limited-edition scent called 'Sister Dreamer,' inspired by her sculpture park in South Central Los Angeles. The collaboration represents Byredo's strategy of artistic partnerships and cultural engagement.
- Sephora CanadacoreSephora Canada partnered with Byredo to launch fragrances and home collections, making the brand available in select retail locations and online. The partnership reflects shared commitment to delivering design-driven beauty experiences and introduces Byredo's iconic scents to a wider Canadian audience.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Byredo competitors and assessment
Company assessmentDirect peers
- Maison Margiela Replica: Maison Margiela's Replica fragrance line competes directly with Byredo in the accessible-niche perfume segment, leveraging brand storytelling and unisex positioning to attract similar Gen Z and millennial fragrance consumers in department stores and specialty retail.
- Le Labo: Le Labo is the most direct comparable niche luxury fragrance house, offering artisanal perfumes, candles, body care, and gender-neutral scents at accessible-niche pricing. It is explicitly grouped with Byredo in market positioning discussions and competes for the same Gen Z and millennial luxury fragrance consumers.
- Diptyque: Diptyque is a Paris-based niche fragrance house with overlapping product categories across perfumes, luxury scented candles, and home fragrance. The brand is identified alongside Byredo as a top luxury scented candle brand in Europe and the US, sharing distribution in luxury department stores and specialty retailers.
- Penhaligon's: Penhaligon's is a fellow Puig-owned niche fragrance house, explicitly listed alongside Byredo in the conglomerate's prestige and niche portfolio. Direct sister-brand relationship through shared ownership and parallel positioning in luxury British/European fragrance houses.
- Aesop: Aesop is a luxury beauty and fragrance brand with comparable premium positioning, design-led aesthetics, and post-acquisition trajectory (acquired by L'Oreal). The two brands are explicitly grouped in coverage of founder-led luxury beauty brands preparing for post-founder leadership transitions.
- Serge Lutens: Serge Lutens is an ultra-premium niche fragrance house sharing the same 'Accessible Niche' to 'Niche' tier as Byredo in market positioning matrices. Comparable artisanal positioning, gender-neutral signature scents, and cult-following among fragrance enthusiasts.
Emerging players
- D.S. & Durga: D.S. & Durga is an emerging independent niche fragrance house with comparable artisanal positioning and PerfumeTok-era cult following among Gen Z fragrance consumers. Represents the emerging-tier competitive threat to Byredo's niche market share.
Broad incumbents
- Jo Malone London: Jo Malone London is an established accessible-luxury fragrance and home scent brand owned by Estee Lauder, offering comparable product categories (cologne, candles, bath/body) at similar accessible-niche price points. It represents a scaled incumbent in the same consumer segment Byredo targets.
- Tom Ford Beauty: Tom Ford Beauty is a luxury fragrance and cosmetics brand within the Estee Lauder portfolio competing for the same premium fragrance consumer with broader category reach including color cosmetics. Comparable luxury positioning and overlap in department store distribution.
- Acqua di Parma: Acqua di Parma is an LVMH-owned Italian luxury fragrance house with overlapping home fragrance, body care, and personal perfume offerings at accessible-luxury price points. Comparable heritage-driven brand positioning and global luxury distribution footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Byredo social profiles
Digital presenceByredo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Byredo leadership team
Management profileNumber of profiles
Profiles3 records
Byredo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Byredo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Byredo
What does Byredo do?
Byredo designs, manufactures, and sells luxury personal fragrances including eau de parfums, body mists, hair perfumes, perfume extracts, and roll-on perfumed oils, alongside home fragrance candles and room sprays, hand and body care products, color cosmetics, and a lifestyle collection of sustainable home goods, textiles, and accessories marketed under the Byproduct™ sub-brand. The brand targets premium individual consumers globally through its own e-commerce platform and luxury retail partners, offering discovery sets, travel editions, and limited-edition artist collaborations.
Is Byredo a public or private company?
Byredo is a private company. It is classified as corporate owned and is currently operating.
When was Byredo founded?
Byredo was founded in 2006. It employs 501 to 1,000 people.
Where is Byredo based?
Byredo is headquartered in Stockholm, Sweden, in the Europe region.
How does Byredo make money?
Five revenue lines are on record. Personal Fragrances are the primary driver. The others are home Fragrance, body Care, makeup and byproduct Collection.
Who are Byredo's main competitors?
Direct peers on record are Maison Margiela Replica, Le Labo, Diptyque, Penhaligon's, Aesop and Serge Lutens. D.S. & Durga is listed as an emerging player. Broad incumbents are Jo Malone London, Tom Ford Beauty and Acqua di Parma.
Does Byredo have an API?
No public API is recorded for Byredo.
What industry is Byredo in?
Byredo's product category is Luxury Fragrances. Its primary akta.pro industry code is CRAKAFAH, Luxury Fragrance & Beauty (Designer/Luxe), with a secondary code of CRABADAA, Fine Fragrance (Women’s/Men’s/Unisex). Its NAICS code is 45612 and its SIC code is 2844.