L’Oréal on the cusp of acquiring Byredo

By Becky Bargh 20-May-2022

The world’s largest beauty company is said to be on the verge of onboarding the luxury fragrance and cosmetics brand for €1bn

Byredo store

L’Oréal’s takeover of luxury fragrance and colour brand Byredo is said to be imminent.

The world’s largest beauty company is said to have been in talks with Ben Gorham’s Swedish business since September last year, and a deal is nearing, according to WWD.

Goldman Sachs was hired to navigate the talks last year.

Gorham’s traditional fragrance brand has been backed by the luxury beauty investor Manzanita Capital since 2016, which counts Susanne Kaufmann, Eve Lom and Diptyque among its portfolio.

Other companies, however, are expected to be interested in acquiring the €1bn valued business.

L’Oréal rivals Estée Lauder Companies and Puig – a beauty company with an extensive fragrance portfolio – are thought to be interested also.

Cosmetics Business has reached out to L’Oréal and Byredo for comment.

Byredo's colour collection

2022 saw the exit of Isamaya Ffrench, the British make-up artist who helped curate and launch Byredo’s colour cosmetics line.

Famed for her extravagant and original beauty looks, she has since joined the beauty team at Burberry as its Global Beauty Director.

Now, Lucia Pica, formerly a MUA for Chanel, has the top job.

Byredo’s skus are available across a number of beauty retailers and outlets, with boutiques in its home market of Sweden, China, South Korea and France, among others.

Sign up for your free email newsletter

Annual turnover for the brand is estimated at €180m.

Companies