#324,551 Most Popular
About
Swedish-Canadian entrepreneur and the founder of the luxury fragrance and lifestyle brand Byredo, and for his Instagram account where he shares lifestyle and personal content with his followers.
Before Fame
His initial passion was basketball, and he played for his high school in New York and later pursued the sport at the collegiate level in Canada. He was able to continue his professional basketball aspirations in Europe. He worked in construction for a period before enrolling in the Stockholm Art School, where he studied fine arts, including painting, sculpture, history, and photography. He met perfumer Pierre Wulff in 2004 after he completed his art studies and who introduced him to the world of scent creation. He collaborated with Wulff to develop Byredo's first scent, "Green," which was launched in 2006.
Trivia
He has partnered with various artists and designers, including Virgil Abloh, Inez and Vinoodh, and IKEA, to create unique products that blend art, design, and fragrance. He has no formal training in perfumery. His background in fine arts and his ability to translate emotions and memories into scents have been key to Byredo's unique approach to fragrance creation. He enjoys surfing and being active.
Family Life
He was born in Sweden and raised in Toronto, Canada, by his Indian mother and French-Canadian father, which led him to develop a deep appreciation for cultural diversity. He has two daughters.
Associated With
He partnered with Lucia Pica to develop a makeup line in 2022.
