The rumor mill is churning with speculation that cosmetics conglomerate L'Oréal is poised to acquire Byredo, the cool-kid fragrance, makeup, and leather-goods brand founded by Ben Gorham in 2006.

WWD first reported on the rumors, specifying that Byredo's sales are said to exceed $100 million. On May 20, Fashion Network wrote that L'Oréal finalized its purchase of the buzzy brand, best known for its cult-favorite fragrances.

Neither Byredo, L'Oréal, nor Gorham have released statements on the reports. When contacted on May 23, a representative for Byredo said the brand was "not in a position to comment on media speculation."

Rumors regarding Byredo's potential sale closely follow the departure of Isamaya Ffrench, former creative director of the brand's makeup division. Ffrench, once a defining feature of Byredo's brand image, is replaced by industry veteran Lucia PicaChanel's former global creative makeup and color designer.

For fragrance lovers and Byredo diehards, news of L'Oréal's potential buy is cause for alarm. Among consumers and industry insiders, the multinational company has a reputation for re-formulating brands' most popular products, most notably Mugler's smash hit, Alien.

Shortly after L'Oréal acquired the French fragrance imprint, an extension of Thierry Mugler's famed fashion house, netizens began noticing changes in the scent.

"The old Alien was so intoxicating and would last until you washed it off," one Redditor wrote. "The new version smells similar but more soapy and cold and the lasting power is nothing compared to how it used to be."

"To me, this is alcohol-ed down and it's more soapy than before for some reason," fragrance YouTuber Mila Le Blanc observed in a video titled "DID THEY CHANGE ALIEN PERFUME?!?!"

Other fragrance brands that L'Oréal has acquired in recent years: Maison Margiela, Armani Privé, YSL, and Atelier Cologne (which recently exited the U.S., much to the dismay of fans).

Acquisitions are inevitable in a booming beauty industry. In fact, it would be strange if Byredo wasn't courted by now, given its popularity and sway in the fragrance sector.

If the sale goes through, it'll certainly be a boon for Gorham. As for the rest of us? We'll be stocking up on all our Byredo favorites, just in case.

What To Read Next

  • Image on Highsnobiety

    All the Details: Tiffany & Nike's $400 Air Force 1

    Sneakers
  • Image on Highsnobiety

    And Just Like That... Gucci Birkenstocks

    Sneakers
  • Image on Highsnobiety

    Even Stüssy's 8-Ball Nylon Jacket Didn't Stand a Chance

    Style
  • Image on Highsnobiety

    MRBAILEY & adidas Take a Dive with the OZMORPHIS Sneaker

    Sneakers
  • bottega veneta chinese new year great wall advertisement logo

    Kering Is Developing Bottega Veneta & Balenciaga Beauty

  • Image on Highsnobiety

    Looks Like Marc Jacobs Is Collaborating With Blumarine

    Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.