The 11 Best Byredo Fragrances of 2022, Hands Down


Initially, when I started the company, it was more of a creative idea that was linked to the connection of smell and memory. It wasn’t until I decided to start a company that I started to look at the market of fragrance. I had a hard time relating to both the products and their reason for being and also the narratives. But also the way that beauty was portrayed; I had a hard time identifying with what that was. Byredo was very much of subjective point of view, to start, and it still is today. Byredo is a European luxury brand founded in Stockholm in 2006 by Ben Gorham, with an ambition to translate memories and emotions into products and experiences.

The way that the industry usually works is you create a brief and you send it out to a number of perfume houses and perfumers and people will pitch. I just had the pleasure of trying Byredo’s newest fragrance, Mixed Emotions, and I had a hunch it was going to be good, but it exceeded my already high expectations. After the initial spritz, I definitely picked up on the blackcurrant (which I’m always partial to) and tea, which balances out the floralness of the violet. As it dries down, a subtle woodsiness develops, which lingers throughout the day. Mixed Emotions is a scent that works beautifully day or night, year-round.

Byredo is targeting skin care as its next launch, but must be able to balance growth with maintaining the brand’s niche feel to retain consumers. Niche fragrance brand Byredo has almost doubled its pre-pandemic sales to €119 million ($134 million), launched cosmetics and is eyeing further growth. It’s different from other luxury fragrances with ostentatious packaging, overly commercialized campaigns and shameless celebrity endorsements. Byredo’s packaging is simple and minimalist, and it believes the product can speak for itself. Furthermore, Gorham played on the idea of exclusivity, holding a tight distribution and only entering stores that would complement its brand perception.

We know that fragrance tends to smell different depending on who’s wearing it, so to see just how wearable this new fragrance is, two self-confessed fragrance fanatics have put it to the test. Here’s everything you need to know about Byredo Mixed Emotions. With notes of maté and cassis, this is a sophisticated way to wear a woody aromatic fragrance. Those sales may be a fraction of what beauty giants like Estée Lauder generate.

I honestly couldn’t describe this scent to you if I tried, it’s so unique. There is a rich patchouli note that is overarching though, so if you like expensive-smelling patchouli, you’ll love this. Again, this one was a wee bit too masculine for me , and I’d purple roots blue hair 100% buy it for my husband and require that he wear it every day. (The glasses, NB, sourced from – where else? – IKEA!) Friends wanted them. It comes from the old English, ‘redolence’, which might even be Shakespearean, meaning ‘sweet-smelling perfume’.

Pure ‘essence of Mummy’s handbag’, with its swirl of violet and rose. Byredo collaborated with IKEA on a home fragrance expected to launch in 2019. This materialized as the OSYNLIG candle collection, released November 1, 2020. It also launched the fragrance Space Rage in partnership with the singer Travis Scott. Perfumer Jérôme Epinette has created scents for the brand. Byredo collaborated with photographers Inez and Vinoodh on its 1996 Inez & Vinoodh fragrance.