Byredo – 'Unnamed'

Created in 2016 to celebrate the 10th anniversary of Swedish fragrance house Byredo, the limited edition ‘Unnamed’ perfume is back. Enjoy it while you can…


The paradigms of perfume are shifting. It’s less cool to buy into a campaign image. It’s cooler to buy into niche. It’s extra cool to buy into a perfume when you don’t even know its smell. Or at least you do, but you have to identify it for yourself.

Always ahead of the curve, Swedish cult brand Byredo has relaunched its limited edition fragrance ‘Unnamed’. Back by popular demand, the perfume is literally unnamed – the point being to create olfactory associations of your own. Scent is subjective, after all, so this allows for your own thoughtful interpretations to flex their might. Minus ingredient cues, minus advertising, simply how does it make you feel?

Clever to the core, Byredo founder and creative director Ben Gorham has left the white label of ‘Unnamed’ blank, so you can call it whatever you like. The scent comes with a set of chic black transfers, including the letters of the alphabet, numbers, punctuation marks, symbols and signs, so you can add your own monogrammed title or just handwrite a name in the space. This is hyper-personalisation, courageous, creative and open to ideas. 

‘The names of the Byredo fragrances often describe the origin of an idea, a thought that leads to a brief presented to the perfumer,’ explains Gorham. ‘With fragrance being completely subjective these names spark the imagination of the perfumer and finally the customer. They each experience the fragrance even before they smell the ingredients in the bottle. We still find it fascinating that people interpret our fragrances in so many ways.’

Gorham continues: ‘To celebrate Byredo’s 10-year anniversary we created an unnamed fragrance that allows our customers to choose a name meaningful to them, and customise the label of their bottle. This is our way of celebrating the notion and uniqueness of smell and an opportunity to thank our partners, retailers and staff as well as the loyal customers who have supported and grown Byredo to what it is today.’

For people interested in the different messages it is possible to get across through perfume, and the effect it has on how we live and think, this concept is for you. For me, this fragrance is all violets and soft suede. I just need to work on the name…

‘Unnamed’ eau de parfum re-edition, £160 for 100ml, is available now from select retailers and

Byredo Summer Scents

Get set for summer with a trio of new scents from Sweden's Byredo


Not one, but three treats from Swedish scent powerhouse Byredo this summer, for yourself and your home – all with typically sleek, monochrome bottles and graphic design. First up is 'Toile', a clean-smelling linen spray intended to evoke the smell of freshly washed, sun-warmed cotton. Spray on sheets, into linen cupboards or even on yourself, if you find the pristine aroma irresistible.

Next up is 'Heliotropia', an addictive white floral perfume with a curious twist. Its wild gardenia and jasmine sambac notes are predictably Byredo in 'pretty floral' mode, but the addition of powdery, hothouse heliotrope and Somalian incense turn up the heat and create an altogether more exotic, otherworldly feel.

Later this summer the brand will release 'Cuir Obscur', which pitches feminine against masculine in a graceful tug of war. Punchy amaretto, nutmeg, patchouli and black leather on one side are set against ylang-ylang and Arabian rose on the other, creating a scent that constantly shifts from smokiness to sweetness. It's not the obvious choice for a summer scent, but we like it no less for that.

'Toile', £42; 'Heliotropia', £135 for 100ml (exclusive to Liberty in the UK); 'Cuir Obscur', £135 for 100ml, available from 15 July 2016 (exclusive to Harrods in the UK)


Night Veils x Byredo

Byredo's latest collection of smart scents is aimed at night owls with a penchant for intense floral fragrances


We thought that Swedish brand Byredo couldn’t get any more luxurious, but its latest creative concept proves us wrong. The ‘Night Veils’ collection is a decadent trio of perfumes inspired by three night-blooming flowers: jasmine, lily and rose. The super-concentrated scents are intended to be worn after dark, and are presented in beautiful Art Deco-style midnight-purple glass flacons to adorn your bedside table. ‘Reine de Nuit’ combines midnight rose with blackcurrant, incense and patchouli; ‘Casablanca Lily’ mimics this exotic flower with notes of wild gardenia, Indian tuberose and palisander wood; and our favourite, ‘Midnight Candy’, is a tribute to jasmine, blended with black violet, iris and vanilla. Florals don’t get more grown-up than this.

ABOVE FROM LEFT: 'Midnight Candy', 'Casablanca Lily', 'Reine De Nuit', £325 each for 30ml at Harrods, Liberty and Selfridges

Byredo - Rose of No Man's Land

If you thought rose-scented fragrances were too girly for you then say hello to 'Rose of No Man's Land', Byredo's newest eau de parfum


Cult Swedish brand Byredo’s latest perfume is a very modern take on rose. 'Rose of No Man’s Land' borrows its name from the nurses who fought to save lives on the front lines during WW1. It opens with a bright, cool note of pink peppercorn before developing into a fabulous burst of Turkish rose, freshened with raspberry. Finally, white amber and papyrus wood create a sophisticated drydown. Swedish design agency Acne Art Department's signature packaging is simple and elegant as ever in graphic black and white. We're loving that deconstructed B...

'Rose of No Man's Land' from £88 for 50ml, available exclusively from
Main picture: Jason Yates

Byredo – Burning Rose

UK -Byredo Burning Rose candle-2.jpg

Modern Swedish perfume house Byredo has turned the fragrance of roses into a sultry summer scent


A new scented candle from cult Swedish brand Byredo? We’re all over it. ‘Burning Rose’ is a supremely sexy blend of rose absolute with violet, leather and precious smoky woods – a floral scent for grown-ups. Handmade in France and set in mouthblown glass, its signature black wax is deeply seductive too.

'Burning Rose' scented candle, £23.95 for 70gm, £50 for 240gm