Byredo’s Mumbai Noise, a fragrance centered on childhood nostalgia

Perfume house Byredo has unveiled its new fragrance ‘Mumbai Noise’ that is inspired by founder and creative director Ben Gorham’s childhood. With the new scent, Gorham reflects on fond memories from his upbringing in Mumbai and showcases the city’s contemporary and colorful present-day reality.

From a young age, almost as soon as I was born, I would often travel to India to spend time with my grandmother in Chembur, Mumbai. I have very vivid childhood memories of my experiences there — and, after she passed, it wasn’t until my 20s that I returned. When I did, it looked extremely different — but still felt extremely familiar. With Mumbai Noise, I wanted to express that idea: to present an exploration of the city today, anchored in my memories of its past.

Ben Gorham, Byredo founder and creative director

City streets are filled with a variety of smoky incense, coffee carts and an array of vibrant musical instruments that attest to the rich cultural heritage in addition to inspiring the sensory new scent. Mumbai Woods includes notes of warm wood, amber, plummy Davana, leather and bitter coffee fused with sweet tonka beans.

To exhibit not only the new fragrance but Mumbai’s culture, Gorham collaborated with Indian creative and photographer Ashish Shah, to showcase the many identities that make up the city. Featuring dancers, models, drag performers, activists and more, Byredo’s campaign illustrates the dynamism of Mumbai’s youth culture.

“I wanted to photograph this campaign as a glimpse into the hearts and essence of young India,” said Shah. “I am interested in the lives we are living, the conversations they are having, their dreams and their realities.”

Byredo’s Mumbai Noise will be available as 100 ml Eau de Parfum at Friday, October 22 on the brand’s website. Come into the beautiful world of Byredo.

Byredo’s new limited-edition fragrance ‘Open Sky’ is an ode to travel

Inspired by the experience of travel, Swedish niche perfume house Byredo is exploring the concept of the void between departure and final destination during travel with its new limited edition scent called Open Sky. For men and women.

Byredo’s founder and creative director Ben Gorham explained that the scent is an expression of the journey of traveling, between departure and final destination. “While being stuck in one place, our memories have become particularly vivid – and what I remember most often is travel. Beyond the physicality of spaces, that idea of movement – of journeys, of being on your way somewhere – is something I truly miss. The void that exists in between places: I wanted to capture that,” said Gorham.

Through fresh notes of pomelo citrus, covered with hemp leaves, Byredo tries to portray the energy of anticipation and excitement. Woody accords of Palo Santo and vetiver form the base of the fragrance that is to evoke feelings of limitless possibilities. 

Byredo Open Sky will be available as 100 ml Eau de Parfum on May 5 on the label’s website. Come into the beautiful world of Byredo.

The New Byredo Makeup Launch Is Just As Unique As Its Perfumes

Byredo is widely known for its covetable fragrances, candles and leather goods, and it was just about time the brand ventured further into beauty with an equally wish list-worthy line of makeup products.

This is makeup that lives, moves and breathes with the wearer and does not demand sophisticated application or a permanent filter IRL.

Falling in line with Byredo’s world-view on breaking any gender and identity boundaries, the new makeup line was conceived by Ben Gorham, Byredo’s Founder and Creative Director and Isamaya Ffrench, British make-up artist. You can expect to find multi-purpose products such as the Colour Stick (apply on either your eyes, lips or cheeks and you’re good to go) and the products are crafted to see you throughout the whole day.

Ben Gorham holds the eyeshadow palette that has been described as an oyster shell dripping in liquid gold.

Two years ago, Byredo Founder and Creative Director Ben Gorham started working on what would become Byredo Makeup. “We wanted makeup – both wearing and making – to be instinctive”, Gorham states. “As I started to really look at the beauty world I found much of it conservative and conventional. I thought we can do this, and we can do it differently”. Different, but no lesser a counterpart to the personal, human elements its fragrances imbued.

After the initial run of making fragrance and how that related to people’s ideas of beauty, I started to learn how it related to being beautiful. I started to feel that there could be a very visual manifestation of beauty for Byredo; I thought our visual ideas could be as different as our approach to scent. As I started to really look at the beauty world I found much of it conservative and conventional. I thought we can do this, and we can do it differently. Ultimately, beauty is subjective – Byredo Makeup had to reflect that.

Ben Gorham

Together with renowned makeup artist Isamaya Ffrench, Gorham started with color, weaving a narrative around an idea they called the ‘open beauty system’. The idea was to take traditional makeup products and give them a multipurpose lease on life, giving the choice of self-expression back to the wearer.

The ensuing Colour Stick, arriving in 16 shades, launches beside lipstick (in 7 satin and 8 matte shades), Mascara, eyeliner and lipbalm. Though the latter products aren’t multipurpose, Gorham and Ffrench would instead position subjectivity in the weight of the colors and names.

As in Byredo’s scents, it’s about translating an emotional connection, this time through colour and language; there is a nostalgic, specific, sensorial attachment through both the colours and the names.

Isamaya Ffrench, Byredo make-up artist

Imagine, without seeing, what a ‘Red and Blue’ or ‘Divorce’ red lipstick might look like. Then imagine the product in your hand – the curvilinear, anthracite metal-cased lip balm or curved red mascara container – hear the click of the lipstick’s gliding magnetic closure.

Isamaya Ffrench

Physical objects ground each product narrative, in a matter of form follows function, and wholly still representative of its own totemic quality.

The packaging itself is just as pretty as the product. Created by Gorham, the packaging presents products that scream objects of desire.

Byredo Makeup will be available on October 1 in Byredo stores in London, New York, Los Angeles, Paris, Stockholm, Singapore, Dubai, Seoul and Taiwan, and Through select partners in USA, UK, France, Sweden, Hong Kong, Korea, Middle East and Japan.

The October launch will include the Colour Stick ($30 USD), Lipstick ($42 USD), Mascara ($45 USD), Eyeliner ($40 USD) and Lip Balm ($42 USD) while the 5-Colour Eyeshadow ($70 USD) will release in November.

Keep an eye on Byredo’s website to shop the upcoming line, follow along via the brand’s Instagram, or here on Yakymour. Come into the beautiful world of Byredo.

Byredo Deep Viola

Byredo-Deep-Viola-FlaconExclusively for Harrods, Swedish niche perfume house Byredo launched a new perfume, Deep Viola. Deep Viola is an intense evening scent of violet, one of the flowers whose scent has marked many generations.

‘A violet is the youth of primary nature’, Shakespeare wrote in Hamlet, igniting an endless love for the purple flower among generations of women to come.

Aiming to capture the effervescent character of this flower in a flacon, Byredo presents Deep Viola with a layered note of violet with saffron on top and incense on the bottom to create a deep and distinctive perfume.

Byredo Deep Viola is available as 100ml Eau de Parfum, exclusively at Harrods. Come into the beautiful worlds of Harrods and Byredo.





Byredo Bibliothèque Room Spray Combines Peach and Plum With Leather Scents

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Yakymour Bibliothèque

Byredo has always been one of the most forward-thinking perfume brands – and their new Bibliothèque home fragrance shows that its charismatic owner, Ben Gorham, is still thinking ahead of the curve.

What we like about it – apart from its appealingly chunky dark-grey bottle and minimalist graphics created by M/M Paris – is the fact that it’s a room spray rather than a scented candle. That might not sound like much to get excited about, but with the scented candle market reaching saturation point, it’s refreshing to see a home fragrance in a different format.

Bibiothèque is based on one of Byredo’s most popular scented candles. Byredo wants you to reconsider lighting that scented candle and opt instead for a couple spritzes of its Bibliothèque home fragrance spray. Far from a middle-of-the-mall room spray, this scent has peach and plum base-notes, mixed with patchouli, violet and peony, and a little vanilla added for good measure.


Byredo Bibliothèque Room Spray

That might not sound – or smell – very bookish, but this otherwise rather sweet fragrance (originally created by perfumer Jérôme Epinette at fragrance house Robertet) is tempered by a leather note that harkens back to the binding of antique hardcovers for a reminiscent touch.

Along with an attractively crafted 250 mL bottle, the restrained packaging and minimal graphics help make this a true must-have for the modern home. One for the bookshelf, we’d say. Available now for approximately $90 USD at Byredo.

Welcome in the world of Byredo.


Byredo unveils new luxury skincare products


The iconic perfume house is known for its bewitching unisex fragrances – of which Fantastic Man, Gypsy Water and Rose Noir are my personal favourites.

Known for meticulously crafting beautifully scented smells, Stockholm-based Byredo presents its newest lineup consisting of a balanced bath oils and gentle hand product – which will be availaible on October 1.

The Bal d’Afrique bath time oil infuses hints of violets, jasmine petals, black amber, Moroccan cedarwood and neroli, while the ‘Blanche’ and ‘La Tulipe’ creme, give off fresh scents of peony, sandalwood, rhubarb, vetiver and cyclamen.