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Maintaining a brand vision while expanding into new product categories is a daunting challenge for any company. Byredo—the niche fragrance house founded by Ben Gorham that has already ventured into leather goods, footwear, and an upcoming Ikea candle range—has made strategic decisions that have seen the company expand its reach whilst still maintaining a very cohesive aesthetic and identity. Their latest launch, Byredo Makeup, is a striking collaboration with trailblazing makeup artist Isamaya Ffrench.

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