Page 46 - TFWA World Exhibition and Conference 2025

INSIDER

PyD celebrates new name and new CEO, but retains the passion that has
guided it for 25 years

Madrid-based fragrance house PyD
(formerly Perfumes y Diseño) is a family
company with a global vision. In the past
25 years, the company expanded from
Spain to more than 80 countries worldwide.
Led today by the third generation, who is
strongly guided by a passionate legacy that
blends sustainability, emotion, and style,
PyD is a leading company in the creation
and distribution of its own and international
fragrances, lighting up points of sale with
some of the most joyous and colorful
activations in selective perfumery.
The company has a strong and ever
growing presence in the Americas.
“Our international growth strategy
places the Americas at the heart of our
plans,” confirms PyD CEO Pedro Trolez
Cortina, who succeeded his father Pedro
Trolez at the helm of the company two
years ago. Pedro Trolez Cortina, PyD CEO
“We’ve strengthened our footprint
through direct distribution in the U.S. via
our Miami-based subsidiary, expanded says, and the company has ambitious perfumery and cosmetics sector, something
operations in Brazil and Canada, and expansion plans. my family and I are deeply proud of,” he
established Panama as a strategic hub While the Americas are a priority, adds.
for Latin America. We’ve also deepened Trolez says that PyD is also investing in The PyD portfolio includes its own
partnerships with key operators and growth across Europe, Asia, and the Middle brands: Starck Paris, Tous Perfumes,
launched new projects along the Brazil– East. Halloween, Nightology, El Gano Perfumes
Uruguay border,” he tells TMI. “Always, we are guided by a and Scalpers. It also distributes some of
Travel retail continues to be a long-term vision and a commitment to the leading brands in the world in select
cornerstone of PyD’s global strategy, he excellence,” he insists. markets: Cartier, Versace, Perry Ellis,
Moschino, Missoni, Givenchy, Goutal and
Passionate legacy Juliette Has a Gun, among others.
As the third generation to head the Two of the most recent launches
company, Trolez reflects on what it means are KAOS by TOUS for women and MY
to be part of a company founded by his World by Halloween for men.
father, which has flourished for the past 25
years. New name for the future
“I assumed the role of CEO two In 2023 the company changed its
years ago with great honor and profound name from Perfumes y Diseño to PyD.
responsibility. It was a moment of pride, “This was a pivotal moment in our
knowing I was stepping into a leadership history,” explained Trolez. “It marked our
position within a company that has grown 25th anniversary and coincided with a
from a family vision into a benchmark in new leadership and internal reorganization
the industry,” he says. aimed at preparing the company for future
“What makes this journey so special challenges.
is that PyD has always remained faithful to “We saw the need to evolve our brand
its origins while embracing change. That identity to better reflect our global presence
ability to evolve without losing our essence and strategic vision. PyD is a more modern,
is one of our greatest strengths. agile expression of who we are today,
“Our commitment to excellence has aligned with our values and ambitions, yet
A standout launch at Penha Duty Free in Bonaire
brings the TOUS Sorbet Garden launch to life in guided us every step of the way. We’ve still rooted in the legacy that defines us.
the Caribbean. built strong alliances with leading global We introduced this new identity during a
brands, and today, PyD stands as a symbol special company trip to Croatia, where we
of quality and prestige in the luxury celebrated this new chapter together.”

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