The king of niche perfumes announces a new direction. Playing on everyday notes

The Swedish perfume brand surprises again by taking its iconic scent beyond the skin and creating a new direction for its business. This time, it plays on everyday notes – and does so with extraordinary elegance.

Byredo has been proving for years that perfume is not just a product, but an emotional journey. The brand, founded by Ben Gorham , gained fame for its ability to capture memories in glass bottles. Now, Blanche , one of the most recognizable scents in the brand's portfolio, is undergoing a subtle but significant metamorphosis.

Byredo Blanche/photo: press materials

In 2025, Blanche gains new life – literally and figuratively – in the form of a textile perfume for clothes, bedding and other materials . This is a limited edition, created with the closest thing in mind – everyday objects that envelop our bodies and accompany us in intimate moments. Perfumed bedding, bedspread, blanket – all of this can now smell of cleanliness, freshness and light nostalgia, which are the hallmarks of Blanche.

The novelty does not end with textile perfumes. The "Coin Laundry" candle also joins the permanent Byredo collection. It is a tribute to simple everyday rituals - such as washing - which in Byredo's hands take on an almost cinematic character.

Byredo scented candle, Coin Laundry/photo: Byredo press materials

The scent of steam, soap and washed fabrics evokes memories that each of us carries deep inside. The brand describes this composition as "almost cinematic melancholy" - and it's hard to disagree.

- In 2025, Blanche steps out of her body and into the spaces we inhabit – Byredo representatives emphasize in an official statement.

The brand's proposal is a kind of trilogy: a limited edition of the textile fragrance Blanche, a Coin Laundry candle and a new way of thinking about what perfumery can be. All the new products are already available on the brand's official website.