Byredo Revives Night Veils: A Bold Return to High-Concentration Fragrance
On Thursday, the luxury Swedish fragrance house Byredo is set to reintroduce its acclaimed “extrait de parfum” collection, Night Veils. This collection, which originally debuted in 2018, is making a comeback with updated packaging and a new addition, promising to captivate fragrance enthusiasts once again.
A Deep Dive into Night Veils
The Night Veils collection features five distinct fragrances, each crafted by the renowned perfumer Jérôme Epinette. Priced at $400 for a 70 mL bottle, these high-concentration scents are available at Byredo boutiques, its online store, and select high-end retailers such as Harrods and Bloomingdale’s. Epinette, who has been with Byredo for years, expressed his creative ambition in an interview with The Business of Beauty, stating, “I was going in deeper, finding and highlighting some new ingredients, pushing the limit a bit.” This ethos of risk-taking is central to Byredo’s identity, and Night Veils exemplifies this commitment to innovation.
The Fragrance Lineup
The collection includes four original fragrances: Rouge Chaotique, Cuir Sellier, Vanille Antique, and Casablanca Lily. The standout addition is Bois Obscura, a complex scent characterized by layered notes of saffron, dark oud, and sandalwood. Each fragrance is classified as an extrait de parfum, representing the highest concentration of fragrance oils available commercially. This level of concentration not only enhances the longevity of the scent but also allows for a more profound olfactory experience.
Aesthetic Evolution
The new packaging for Night Veils is intentionally distinct from Byredo’s core line. The bottles feature taller flacons and gold-plated caps, reflecting a luxurious aesthetic that aligns with the collection’s high-end positioning. This design evolution is part of Byredo’s broader strategy to differentiate its offerings in a competitive market.
Byredo’s Strategic Shift
Byredo has expanded its portfolio beyond fragrances to include color cosmetics, leather goods, and jewelry. In 2022, the brand was acquired by the Spanish group Puig for a staggering $1.15 billion, marking a significant shift in its operational landscape. Following this acquisition, founder Ben Gorham announced his departure from the brand in June 2025, as Puig took full ownership. This transition raises questions about the future direction of Byredo, especially as Puig aims to strengthen its foothold in the high-end fragrance market.
Market Trends and Consumer Preferences
The fragrance market has seen a cooling trend in recent years, yet intense fragrances like those in the Night Veils collection continue to gain traction. Epinette noted, “Night Veils is as intense as Byredo gets. It’s a little bit more expensive, a little bit more concentrated.” This focus on intensity and boldness is a strategic response to evolving consumer preferences, where individuals seek unique and memorable scents that make a statement.
The Legacy of Byredo
Founded in 2006 by Ben Gorham, Byredo has carved out a niche in the luxury fragrance market, known for its minimalist aesthetic and high-quality ingredients. The brand’s commitment to craftsmanship and innovation has garnered a loyal following, making it a significant player in the global fragrance landscape. The reintroduction of Night Veils not only pays homage to its roots but also signals Byredo’s intent to push boundaries and explore new olfactory territories.
Conclusion
The revival of Byredo’s Night Veils collection is more than just a product launch; it represents a bold statement in the luxury fragrance market. With its high-concentration formulas and distinctive packaging, Night Veils is poised to attract both loyal customers and new fragrance aficionados. As Byredo navigates its new chapter under Puig’s ownership, the brand’s commitment to innovation and quality remains unwavering, ensuring that it continues to make waves in the world of luxury fragrances.
