Fragrance house

Bibbi

BIBBI Parfum was founded in 2023 by Swedish-born creative designer Stina “Bibbi” Seger and her husband, Jan Vilhelm Ahlgren. After four years of development, the brand launched in October 2023 with six fragrances at Liberty London. Its creative identity draws on Seger’s meditative and subconscious experiences, translating them into unisex fragrance narratives shaped by an intense blue visual world. Her earlier creative-director experience also informed the bottle design and stylised imagery, while perfumer Jérôme Epinette collaborated on BIBBI’s fragrances from the launch period. On 25 July 2024, BIBBI secured investment from Fable Investments, Natura & Co’s corporate venture arm, and JamJar Investments to support global growth, product innovation and team development. A later interview described the investment as minority and said Seger retained full creative control. Ghost of Tom is identified as BIBBI’s bestseller; by September 2025, Swimming Pool and Boy of June were also named among its current bestsellers.