Syncly Social Index
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Fragrance
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Byredo on video, September 2026
Byredo ranks fourth on the Syncly Social Index for fragrance in September 2026, with a score of 59.5. It has the second-largest share of voice and warm sentiment, but almost none of its videos break out: only 1.7% passed 100k views, the lowest in the panel. A Future Memories pop-up in Seoul made Sep 10 its busiest day.
Syncly Social Index score
A 0โ100 score built from six short-form video signals, relative to brands in the same category.
Byredo's query is its name alone, since it sells mostly fragrance. It holds 14.7% of fragrance-panel mentions, second in the panel, and its share grew 13% from August. Sentiment is a strength: 51% of non-sponsored sampled videos were positive and 1 of 65 was negative.
Reach is low: only 17 of its 1,026 September videos passed 100k views, and one passed a million. Creator breadth is also low, partly because Byredo's own accounts are among its most active posters. 30% of sampled videos mentioned Byredo without naming it in text, seventh of 10.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Byredo videos
The most-viewed videos mentioning the brand this month.
A month of Byredo videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Byredo videos are about
Sep 10 (71 videos), the busiest day by far, was the eve of the Future Memories pop-up in Seoul. Korean celebrity arrivals drove it, led by TWICE's Nayeon (316K views, watch).
Sep 15 (45): a creator reviewed Oboro, a Japan-only Byredo scent (94K, watch).
Sep 11 (42): Byredo's own walkthrough of the Seoul exhibition, open Sep 11 to 20 (87K, watch).
Bal d'Afrique is the Byredo scent named most often, in 279 September videos. Future Memories, the new launch, follows with 200, ahead of Mojave Ghost (177), Blanche (110) and Gypsy Water (52). Common terms around Byredo are fresh (138 videos), clean (117), musk (85) and woody (100). 'Niche' shows up in 66 videos. Dupe talk also appears, such as a creator who skipped Bal d'Afrique Absolu after finding a cheaper match (watch).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Bal d'Afrique | 279 | |
Future Memories | 200 | |
Mojave Ghost | 177 | |
Blanche | 110 | |
Gypsy Water | 52 | |
Mojave Ghost / Gypsy Water / Bal d'Afrique (combined) | 421 | +9.2% |
Top keywords
Top hashtags
Where and who
Instagram Reels carries the most Byredo videos (42%), ahead of TikTok (35%) and YouTube Shorts (24%). The audience is more international than most: after English, Russian (73 videos) and Korean (67) are the top languages. Paid content is minimal, 14 of 354 TikToks, and none of those passed 100k views. The official @byredo account was the most active creator with 29 videos.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
30% of sampled videos mentioned Byredo only in speech, on-screen text or the AI summary, and among the 30 most-viewed videos those untagged ones held 56% of views. The largest is a 2.9M-view Rinascente department-store clip that shows Byredo in on-screen text (watch). In a 407K-view storytime, a teen says she will 'top these off with my Byredo' without tagging it (watch).
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Brands mentioned alongside Byredo
Share of the brandโs videos that also mention each brand. These are the brands viewers see it compared with.
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.