Ben Gorham is an atypical beauty entrepreneur, having launched fragrance — the keystone of his blockbuster Byredo brand — only after a chance meeting with a perfumer.
, a name that is short for “by redolence,” Old English for “sweet-smelling perfume” and reminiscent of redolence or redolent. Storytelling was integrated into the brand from the get-go.“I began translating very specific memories into scents with the help of a perfumer, and that became the basis for Byredo,” he said.
“I realized from the beginning that it was going to be a long-term dedication and project,” he continued, of Byredo. To him, brand- and product-building has quality at its core and is engineered with a rhythm and cadence. So Byredo launched with fragrance, and has since expanded into leather goods, eyewear and makeup.
“I always imagined there would be more categories,” Gorham said. “It took me a few years to start realizing them.”“I was able to disrupt people’s perceptions of what a brand could be,” he said. The Byredo makeup line was released in October 2020 and cracked the traditional codes of color cosmetics. It includes unconventional hues evocative of emotions, clean formulas, plus iconoclastic packaging, product selection and imagery.
His mind is always whirring. Two days prior, he envisaged designing a Formula 1 car. It’s all part and parcel of a busy creative stretching his imagination in all directions.But — back to fragrance: He finds it a beautiful medium, as it can be formulated in endless combinations to evoke countless emotions.His curiosity is boundless. Gorham gleans inspiration from travel and also explores ideas, then figures out their commercial applications — in other words, products.
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