Founder And Creative Director Ben Gorham Is Leaving Byredo

PlezuroMag

Ben Gorham, the founder of Byredo, will step down from the brand at the end of June, concluding nearly two decades at the helm of the cult Swedish fragrance house. His departure marks the final step in Puig’s full integration of Byredo, following the Spanish group’s complete acquisition of the brand in 2022.

The exit was anticipated—Gorham had agreed to stay on as creative director through mid-2025 as part of the acquisition terms, ensuring continuity during the transition.

Founded in 2006, Byredo quickly became a benchmark in contemporary luxury. Under Gorham’s leadership, the brand expanded beyond fragrance into makeup, jewellery and homeware, with standout collaborations including makeup artist Isamaya Ffrench and, later, Lucia Pica. By the time Puig acquired the company, it was valued at over €1 billion and sold in more than 40 countries.

Puig, whose portfolio includes Rabanne, Charlotte Tilbury, and Dries Van Noten, has been steadily positioning itself as a dominant force in high-end beauty. The group has emphasized its intent to honour Byredo’s creative roots while accelerating its global growth.

In a parting statement, Gorham said, “I am proud of what we were able to achieve over a 20-year journey and am confident in a bright future for Byredo. The brand has a strong identity that I now fully entrust with Puig as I look to embrace new opportunities.”