Cult fragrance brand Byredo makes its debut

Cult fragrance brand Byredo makes its debut

Scandinavian scent-sation

Text: Renée Batchelor

This ultra-modern perfume line screams discreet luxury — from the super sleek packaging to the gorgeous, almost eccentric scents

It's not often you find a perfume that smells like overripe fruit — that would be the strangely alluring Pulp — or one called Gypsy Water. These high-appeal, niche scents occupy that plum position between so-hip-it-hurts and I-must-have-it-now.

Housed in simple glass bottles with black, dome-shaped caps — they're magnetic and kind of snazzy — with a clean white label, the flaçon design is an exercise in tasteful restraint. In keeping with the brand's modern vein, all the scents are unisex though its likely different ones might appeal more to certain genders.

Byredo was created in 2006, yet its minimalist aesthetic is stunningly fresh nine years later. Adding to the allure of the brand is its international cache. Creator Ben Gorham — who has an Indian mother and Canadian father — is Swedish-born. But the fragrances are made in France. The brand also has collaborations with famous creatives like photography duo Inez & Vinoodh, and the magazine Fantastic Man, and Gorham is a bit of a style icon himself. 

Says Gorham "Asia has always been a fascinating playground for me and choosing to launch my label in Singapore was a natural choice because of the city's dynamic mix of consumers. Singaporeans are a well-travelled group and have a discerning taste towards fragrances. For me, every fragrance is based upon a memory, a colour, shape or even an emotion, and I am hoping that consumers will be able to find a fragrance that speaks to them." 

Ben Gorham

At the fragrance launch we got to sniff the selection of scents and our favourites included La Tulipe — a gorgeously-balanced rhubarb, tulip and green scent — and Blanche — a soft, delicate ode to the colour white.

The beauty of the brand is that there is something for everyone. The more woody-spicy scents like Black Saffron are decadently delicious, while others like Inflorescence are crowd pleasers. Besides Eau de Parfums, Byredo also has colognes, candles, hand creams and bath products. A whole Byredo lifestyle that is achingly stylish? Yes, please!

Available at Escentials in November