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When Swedish fragrance brand Byredo launched Mojave Ghost in 2014, niche perfume was still truly niche. Since then, numerous fragrance brands have joined the market inspired by Byredo’s minimalist branding and escapist scents. Mojave Ghost has become Byredo’s top-selling scent in the U.S., and the Swedish brand itself has gone beyond its indie origins with a $1 billion acquisition by Puig in 2022. In 2024, 10 years after its initial debut, Byredo launched a new version of Mojave Ghost in Mojave Ghost Absolu, the first in an ongoing series of intensified versions of its most popular scents.
“The goal was to push the franchise of those icons. … Instead of just doing a flanker, the Absolu was bringing something different, unique,” said Robertet perfumer Jérôme Epinette, the perfumer behind many Byredo hits like Mojave Ghost and Bal d’Afrique. In March, Byredo continued the Absolu versions with the March launch of Blanche Absolu, a new take on the aldehydic Blanche scent originally launched in 2009.
“Of course, you keep your DNA — they are icons for a reason — but we want to push the franchise a little further. It reminds you a little bit of the original icons, but it’s a new journey, almost. So it doesn’t cannibalize the original one,” he said.
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