By  on September 12, 2008

In the beauty industry, bright ideas, raw talent and some savvy business skills can result in the creation of the next ‘It’ brand, no big-name corporation required. Here, meet a new generation of indie mavericks.

Byredo Parfums
Up until three years ago, Ben Gorham didn’t think too much about fragrance. In fact, the 31-year-old Swedish hipster—he’s a self-proclaimed tattoo and tailored clothing freak—spent his formative years studying interior design and fine arts. But the fragrance novice, who grew up in the States and Canada and has no classic perfumery training, indulged his fascination in the effects of scent on memory by creating the niche fragrance brand Byredo Parfums. Working closely with noted perfumers like Olivia Giacobetti, Michael Almairac and Jerome Epinette, Gorham produced five scents—Green, Rose Noir, Gypsy Water, Pulp and Chembur—each with its own backstory that communicates his personal experiences. Available at Barneys New York here and Colette and Les Senteurs abroad, each retails for $195. “People can really relate to the subjective nature of our fragrances,” says Gorham. “Consumers are looking for personal experiences combined with true craftsmanship.”

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