Byredo 00:00 arrives in just four regions — what we know about the new fragrance

When a new fragrance has a name that resembles a mark on a clock face, it is tempting to look for nocturnal drama. With Byredo 00:00, the idea is more subtle: the house links the composition to the brief transition between the end of a day and its new beginning.

The fragrance was created by perfumer Fanny Bal. Bergamot and rosemary are listed in the opening, followed by gardenia and moss. The base brings together white musk, Akigalawood and Georgywood — materials that typically create a dry, woody-spicy outline. Judging by the published note pyramid, 00:00 appears to be a fresh green floral that gradually settles into woody warmth.

More important than the note pyramid, however, is the way it is being released. From 1 October 2026, 00:00 has been available only in mainland China, Hong Kong, Macau and Taiwan. This is not the brand’s usual global launch with staggered dates: it is presented as a regional exclusive. For collectors outside these markets, that means the fragrance should not be expected to appear routinely in local boutiques or on Byredo’s international websites.

The decision makes 00:00 an intriguing example of how a fragrance launch can speak to a particular cultural and urban setting. The visual campaign was shot in Shanghai by Chinese artist and photographer Liu Shuwei. Its connection between time, city and personal memory extends the idea behind the name without turning the fragrance into a geographically themed souvenir.

Those living in the launch regions should look for 00:00 through the brand’s official channels. Everyone else can only watch to see whether Byredo changes the fragrance’s exclusive status later: at the time of publication, there is no confirmed information about a wider release.