Ben Gorham departs the brand he built into a global fragrance and lifestyle force, leaving Puig to steer Byredo’s next chapter with an eye on preserving its creative spirit and cultural relevance.
Ben Gorham, founder and chief creative officer of Byredo, is stepping away from the brand this month, concluding a nearly two-decade journey that redefined the codes of modern luxury. The news, confirmed by Puig, the Spanish fashion and beauty group that now fully owns Byredo, marks a significant transition for the Stockholm-based brand known for its evocative storytelling, boundary-pushing collaborations, and cultural impact across scent, style, and design.
Gorham’s departure follows the 2022 agreement that outlined his continued creative leadership through mid-2025 as part of Puig’s acquisition of the brand. The timing coincides with Puig’s public listing earlier this year, after which the group acquired the remaining shares of Byredo. Under Puig’s stewardship, the brand is poised for continued expansion across multiple luxury categories.
“I am proud of what we were able to achieve over a 20-year journey and am confident in a bright future for Byredo,” said Gorham, noting Puig’s strengths in design-driven luxury and its commitment to respecting brand heritage.
Marc Puig, chairman and CEO of Puig, praised Gorham’s vision and the partnership’s success. “Ben did a remarkable job in creating a unique and special proposition with Byredo, and we will work hard to protect its identity while unlocking its tremendous potential for the future,” he said.
Since founding Byredo in 2006, Gorham—whose background spans professional basketball, fine arts, and multicultural heritage—has positioned the brand as a disruptive force within luxury. Launched as a creative project inspired by the emotional power of scent, Byredo quickly evolved into a full-fledged label encompassing fragrance, home, color cosmetics, fine jewelry, leather goods, and more.
Key to its resonance has been Gorham’s ability to synthesize visual culture, collaboration, and product innovation. From cult fragrances like Mojave Ghost and Gypsy Water to viral collaborations with Travis Scott and Ikea, Byredo became synonymous with modern luxury’s shift toward personal storytelling and cross-disciplinary design.
In 2020, the brand entered beauty with a makeup collection created with Isamaya Ffrench, later expanded under the creative direction of Lucia Pica. In 2023, Byredo ventured into fine jewelry with the launch of Virasaat, a collection rooted in Gorham’s Indian heritage.
Byredo’s growth has mirrored its global appeal. With 76 freestanding boutiques and a loyal celebrity following—from Cher to Serena Williams—the brand has remained culturally attuned while building a scalable luxury business. Puig’s acquisition offers a pathway to broaden that reach while maintaining the spirit of innovation that Gorham instilled.
As Byredo moves into a new chapter, Puig’s challenge will be to evolve the brand without diluting its distinctive identity—one forged not just by design, but by a personal ethos that gave voice to a new generation of luxury consumers.