Frosty landscapes and knights in shining armor adorn the ribbon-tied gift boxes of Byredo’s holiday line. These nostalgic illustrations, plucked from artist John Bauer’s oeuvre, depict the Swedish folklore founder Ben Gorham grew up with. Raised between Toronto, New York, and Stockholm—then dabbling in careers in pro basketball, business, and painting before discovering fragrance—Gorham pulls from a lifetime of disparate experiences to create his cult scents, each inspired by a single moment, or collection of memories.
Byredo's seasonal offering is an extension of that philosophy, blending a childhood sense of whimsy with the sophistication the brand is known for. Hand-carved kitchen sets, fragrance bundles, a Choco Mascarpone candle, a makeup line by Lucia Pica, and more have been devised. Here, Gorham hand-picks his favorites, and offers his advice for selecting the perfect gift and ideal signature scent.
CULTURED: How did the theme of Swedish folklore and the inclusion of John Bauer's artwork come together for the holiday collection?
Ben Gorham: John Bauer’s illustrations were a big part of my childhood and have always held a special place in my heart. His work really captures the essence of Swedish folklore and its connection to nature, which is something that has always resonated with me.
CULTURED: Are there any items from the holiday line you have your eye on for personal gifting?
Gorham: Many of my friends have already received Les Cheveux giftbox. I really like gifting small, nomadic objects that people would use every day and bring anywhere. I like it when luxury meets simplicity and everyday life, actually. We just launched a tea collection that I’m very proud of. It was again exploring a new sense, taste, combining tradition and innovation, still with this idea of bringing a powerful emotional experience.
In the same spirit, we collaborated with Swedish ceramicist Stefan Andersson to design a ceramic set of handcrafted stoneware teapots and mugs, really this idea of ultimate luxury in the simplest objects. Our latest eau de parfum, Animalique, that is inspired by our common human essence and primal instincts, is a great holiday gift too.
Growing up amidst different cultures, I realized from an early age that there is no single way to celebrate the holidays. Everyone has their own take on what it means—some traditional, others entirely made up. With Animalique, I like this idea of delving into a shared factor among all humans.
CULTURED: Where do you look for inspiration ahead of new product launches?
Gorham: All my inspirations for creating a perfume are connected to personal memories. Places from my childhood and specific moments of my life. I then work closely with the perfumer to translate my ideas into a fragrance. It's endless; I can draw inspiration from anywhere and everywhere.
I have this extremely long list in my phone notes. I am constantly writing down words, phrases, and ideas that I pick up along the way. It could be a pixel of color, a view from the top of a hike, my home city and family—absolutely everywhere. I also get a lot of inspiration from travelling to new places and experiencing new cultures. Aside from that, I'm lucky to work with some of the most creative and inspirational people and this is by far the biggest inspiration for me.
CULTURED: Can you share the moments behind any recent fragrances?
Gorham: My father lived and traveled in Africa for 15 years. I have read his diaries. The scent Bal d’Afrique was a way for me to connect with him. His journals enlivened my imagination of what it's like to arrive in Africa. Bal d'Afrique reflects that; it's an imaginary journey and at the same time a full celebration of African cultures and their influence.
CULTURED: How do you think your atypical path to the beauty space, coming from the arts and sports, impacts your work?
Gorham: Quitting basketball in my 20s has perhaps been the most pivotal moment of my journey. It was everything that I knew up until that moment, what I had worked towards and moved countries for, and the opportunity disappeared because of bureaucracy and paperwork. In the moment, it was hard for me to swallow, but it paved the way for the journey that is Byredo, that I really couldn’t have imagined. It was more of a beautiful accident than a business strategy!
I thought that I would live my life as a professional basketball player. Art school was a great time for me in terms of freedom and discovery, but as soon as I left and found the power of scent, I knew this was the creative expression and art form I wanted to pursue because it connected with me on a much more emotive level. Art was also a discovery in finding your own unique voice and aesthetic, something I took away from painting and evolved into the creative vision for Byredo.
When I founded Byredo, it was during a time when fragrances were very much seen as men’s and women’s fragrances. This was how the industry had set the conversation, which never really made sense to me. I came into the industry as an outsider, so in a way this allowed me the freedom to approach the fragrance world in a new way. It’s often about creating something I really connect with, a memory or an emotional trigger. I just hope the customer connects with it in some way.
CULTURED: Do you have any tips or tricks for giving the perfect gift?
Gorham: Simple objects, things that last forever. I remember playing with my Kapla planks when I was young; I could play with them for days and nights. I think we still have the box in the attic.
CULTURED: What are your favorite scents for the winter season?
Gorham: We just launched a new candle: Choco Mascarpone. It really offers a multifaceted olfactory experience from roasted coffee to more floral notes of Jasmine India Absolute. It reminds me of long winter nights spent at home with my family, connecting traditions and enchantment from childhood.
CULTURED: What's your advice for someone looking to find their signature scent?
Gorham: There is only one way: try as many perfumes as possible.
