Béatus is a brand seven years in the making. The original founder, Gabriel Reboh, created the product line after spending several years in France, the world’s fragrance capital. Born into a family of artists and beauty experts, he launched his first salon in Montreal, and then expanded to Miami’s Bal Harbor Shops and LA’s Melrose Avenue. 

Gabriel Reboh

The brand was then introduced to Billy Busch, who was considering launching a fragrance brand of his own alongside his illustrious family. “The perfume business is very similar to the beer business so we always felt this is a natural extension and a thread that ties what we do together. We had been offered several opportunities to do something in this space because of our TV show, but were most excited about Béatus,”  said Busch.  

Busch brings decades of world-class production experience acquired through his involvement in the family’s American beer empire. This brand was created in accordance with the Busch families dedication to quality. “If you want to ruin a business, be respectful. Fashion is not about respect. It’s about fashion,” he continued.

Billy Busch

Fashion is not a matter of respecting established rules as Karl Lagerfeld liked to say: creativity comes first. Gabriel Reboh, Artistic Director of Béatus®, has always applied this maxim. As an experienced artistic advisor and hair stylist, celebrities like Sharon Stone, Mariah Carey, Celine Dion and Jennifer Lopez have trusted him with their look and their fashion style.​​

Together, the Busch Family and Gabriel Reboh venture into the realm of prestige fragrance. They have developed and selected six fragrances in partnership with perfumers at Symrise.

The flagship collection features six elegant fragrances that are inspired by nature, three for women and three for men. The fragrances have a rich history and are inspired by years of travel across France meeting with the world’s most reknown creators and designers.

Design is only half of the equation. Béatus relied on the expertise of top scientists and fragrance creators such as Dr. Jean-François Rumigny. As a Neurobiologist and specialist in natural health products, Dr. Rumigny has been part of the development since its inception.

Gardens: A spicy rose completed by white flowers – jasmine & heliotrope – with a touch of red fruit, raspberry & blackcurrant, contrasted by a woody patchouli bringing femininity. A sandalwood & white cedar base ensures this perfume’s lasting quality.

Tropical Forest: A fruity opening reveals a fern heart on a woody & amber base for an intense fragrance.

Sylve Noire: Intense notes of patchouli and amber, vibrating in unison with a marine booster of salty violet leaves, in a case of sandalwood and leather, for an elegant masculine fragrance.

Giverny: Notes of fruity rose and white flowers curl up in a creamy sandalwood and amber for a powerful and addictive feminine fragrance.

Alhambra: A floral fragrance opening on white flowers – orange blossom & neroli – evoking the Mediterranean gardens, with a touch of honey (Base Delaire) and a fruity note of raspberry and lychee.

Haute Futaie: A vibrant green opening contrasted by the bitterness of grapefruit enriched by woody facets of tonka bean, vetiver, oud and leather.

Béatus is officially making its U.S. debut in February 2022 on beatusparis.com – just in time for Valentine’s Day – and will be coming very soon to Neiman Marcus.

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The Givaudan Foundation strives to create a positive impact for these people and communities, through better education, healthcare and environmental protection. As their needs evolve and grow, so do the Foundation’s organization and work.

The Foundation’s newly defined purpose ‘We care for communities and nature’, articulates its core principles. Fully in line with this new purpose, 2019 saw 40 projects supported by the Foundation, distributed in 22 countries across the world and directly benefitting 40,700 people with different activities that have been rolled out. Recent developments include literacy classes for guarana farming communities in Brazil, support from Givaudan employees to provide healthier nutrition for disabled and orphaned children in the United Arab Emirates, as well as school restoration and sensory activities for visually impaired students in South Africa. In addition, a number of initiatives have been running for several years, such as the natural resources preservation project with clove leaf oil producers in Madagascar that aims to reduce the environmental pressure on local forests. This project already resulted in the plantation of 500,000 trees.

“All of our work aligns perfectly with Givaudan’s own recently declared purpose, ‘Creating for happier, healthier lives with love for nature. Let’s imagine together.’ We are proud to play a part in bringing this admirable aspiration to life” said André Hoffmann, President of the Board of Trustees of the Givaudan Foundation.

Very much aware that the COVID-19 virus presents challenges to people and organizations around the world, the Foundation will strive to continue supporting communities and to conduct its agreed program of activities in 2020 to the extent possible. The Givaudan Foundation is liaising closely with its partner organizations to respond to the challenges of the global pandemic, with the safety and wellbeing of staff and partners as top priority.

The Givaudan Foundation is a non-profit organization created by Givaudan in 2013 as a result of the Company’s desire to reinforce its commitment towards the communities in which it operates. We initiate and support projects and grant donations to make a difference within the communities where Givaudan sources natural ingredients as well as in Communities where Givaudan employees work. Our actions are nurtured by the know-how and volunteering of Givaudan people. We work closely with and rely on resources provided by Givaudan to conduct and monitor our projects. We also operate with local partners to ensure the efficient deployment of projects and their relevance for those who are intended to benefit from them.

For further details, please consult: www.givaudan-foundation.org.

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