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Byredo

00:00

00:00 is the eau de parfum that Byredo reserves in 2026 for mainland China, Hong Kong, Macau and Taiwan, on sale since October 1. Signed by Fanny Bal, it stages the passage from day to night: rosemary and a citrus note in the top, gardenia and moss in the heart, Akigalawood, Georgywood and white musk in the base.

Brand
Byredo
Launch year
2026
Perfumer
Gender
Unisex
Olfactory family
Woody
Secondary family
Aromatic
Concentration
Eau de Parfum
00:00

Where to buy

00:00 is a Byredo eau de parfum, created by Fanny Bal for the Chinese market alone. It has been on sale since October 1, 2026 in the house’s boutiques and official channels in mainland China, Hong Kong, Macau and Taiwan.

The turn of midnight

Its name displays midnight, and the house builds the composition on the passage from day to night: a clear, aromatic opening, a floral and green heart, and a woody, musky base that holds the warmth of the skin.

A creation reserved for China

Byredo, founded in Stockholm in 2006 by Ben Gorham, reserves 00:00 for a single market. The house accompanies it with a campaign shot in Shanghai that explores the link between time, memory and the city.

Olfactory pyramid

  1. Top notesThe first minutes
  2. Heart notesThe heart of the perfume
  3. Base notesWhat lingers

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Longevity
Sillage
Season
Occasion
Resembles

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The advertising

Shanghai, by Liu Shuwei

Chinese artist and photographer Liu Shuwei shot and directed the 00:00 campaign in Shanghai, devoted to time, memory and the city.

The 00:00 campaign was shot and directed in Shanghai by Liu Shuwei, a Chinese artist and photographer. It explores the link between time, memory and the city, echoing the passage from day to night that shapes the composition.

It accompanies the October 1, 2026 release, reserved for the house’s boutiques and official channels in mainland China, Hong Kong, Macau and Taiwan.

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