Today, Puig has acquired a majority stake in Byredo—the niche luxury fragrance brand known for its minimalist look and gender-neutral scents. Byredo debuted its color cosmetics line two years ago—and some of its packaging resembles a work of art. 

WWD, and others, had reported less than two weeks ago that L’Oreal would soon close a deal to acquire Byredo—but that has changed. 

Puig states that the acquisition will strengthen its premium fragrance portfolio and reinforce its high-end positioning as Byredo joins its “House of Love” brands. The company also said that Byredo is redefining luxury with its direct-to-consumer approach.

Marc Puig (above right), chairman, and chief executive officer of Puig, comments:

“We are thrilled to welcome Byredo, as it perfectly reinforces our purpose of empowering self-expression. Puig will contribute it expertise and resources to continue developing this unique brand, which represents modern luxury with a strong consumer connection.”

Manuel Puig, vice chairman, and chief sustainable officer of Puig, adds:

“We are very proud and enthusiastic to partner with Ben Gorham. Byredo has built a culture and a tribe that people want to belong to.”

Byredo is a Swedish luxury brand founded in Stockholm in 2006 and has a full range of beauty, home, leather goods, and accessories sold in 55 countries. Gorham and Manzanita Capital will both remain with the company as shareholders. Gorham will continue his creative leadership as chief creative officer, and Manzanita will remain committed to the long-term growth and vision of Byredo.

Ben Gorham (above left), founder, and chief creative officer of Byredo, comments:

“Since 2006, I have been fortunate to work with people who believed in a brand that could redefine a luxury and beauty culture, one that was aspirational yet inclusive. The brand has experienced steady and significant growth over the last 15 years—and each phase has presented new challenges and opportunities. I believe that Puig’s experience with founder-led brands in beauty and fashion will help us realize our full potential…Puig has demonstrated a competitive and disruptive approach to building business –something that truly resonates with the culture that is Byredo.”

Puig’s brands include three divisions—

• Beauty and Fashion—with owned brands Carolina Herrera, Nina Ricci, Paco Rabanne, Jean Paul Gaultier, Dries Van Noten, Penhaligon’s and L’Artisan Parfumeur. The licenses of Christian Louboutin and Comme des Garçons perfumes. And Lifestyle fragrances, with Adolfo Dominguez, Antonio  Banderasand, and Benetton. 


• Charlotte Tilbury division—Puig acquired Charlotte Tilbury makeup in 2020.


• Derma division—Apivita, Uriage, and Isdin, a joint venture 

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