BYREDO founder and chief creative officer, Ben Gorham is departing his cult brand at the end of June.
Gorham founded the Swedish luxury beauty and lifestyle brand in 2006, which was acquired by Puig three years ago.
WWD reported terms of their strategic partnership were outlined in an agreement signed by both parties in 2022, part of which said that Gorham would maintain creative leadership until June 2025.
"Puig’s experience in beauty and fashion will be instrumental in the brand’s future growth and will help BYREDO unlock its potential across multiple categories," said Gorham.
"I am proud of what we were able to achieve over a 20-year journey and am confident in a bright future for BYREDO."
"The brand has a strong identity that I now fully entrust with Puig as I look to embrace new opportunities."
Puig chairman and chief executive officer, Marc Puig added it has been "a great privilege to collaborate with such a high-caliber founder."
"At Puig, we have a strong track record of inheriting the legacy of a brand’s founder and, while remaining very respectful of its roots and raison d’être, nurturing and fostering its next chapter of growth," said Puig.
"Ben did a remarkable job in creating a unique and special proposition with BYREDO, and we will work hard to protect its identity while unlocking its tremendous potential for the future."
The Spanish beauty and fashion conglomerate has invested in several brands in recent years.
In 2024, Puig snapped up a majority stake in skincare brand, Dr. Barbara Sturm, and in 2020 it acquired a majority stake in makeup brand, Charlotte Tilbury.
At the end of last year, a new deal was agreed for Puig to take full ownership of the Charlotte Tilbury brand by 2031, as reported by Cosmetics Business.
You can shop BYREDO exclusively in Australia via MECCA, here.
Image credit: BYREDO/Ben Gorham
