A luxury fragrance line headquartered in Paris is the latest venture from St. Louis businessman and Anheuser-Busch brewing dynasty heir Billy Busch.
Busch and his wife, Christi, have teamed up with lifelong beauty artist and industry expert Gabriel Reboh to launch Béatus, a line of high-end fragrances conceived in the center of the cosmetic universe – Paris, France.
Béatus, which translates to happy, lucky and blessed in Latin, is a brand seven years in the making. It will be offered in St. Louis exclusively in-store at Neiman Marcus beginning Friday, Feb. 11, and online on Monday, Feb. 14.
Six fragrances – three for women and three for men – make up Béatus’ flagship collection. Nature-inspired themes such as Gardens, Alhambra, Sylve Noire, Tropical Forest and Haute Futaie evoke a floral or forest bouquet. Each bottle retails for $180 (100 mL).
Its original founder, Reboh, created the line after spending several years in France. Born into a family of artists and beauty experts, Reboh launched his first salon in Montreal before expanding in Miami’s Bal Harbour Shops and Melrose Avenue in Los Angeles. Reboh is an experienced artistic advisor and hair stylist to the stars, with a clientele that includes Mariah Carey, Celine Dion and Jennifer Lopez.
In his role as artistic director of Béatus, Reboh joins the Busches – as co-founders – in personally developing and selecting fragrances from the world’s most premium ingredients. Béatus has partnered with world-class fragrance creator and perfumery Symrise to create the brand’s flagship collection.
Busch, who brings decades of optimum production experience through his involvement in his family’s American beer empire, considers the perfume business “similar” to the beer business.
“We always felt this is a natural extension and a thread that ties what we do together,” Busch said. “We had been offered several opportunities to do something in this space because of our TV show, but were most excited about Béatus.”
Busch and his family star in “The Busch Family Brewed,” a reality show on MTV that premiered in 2020. Busch also founded the William K. Busch Brewing Co., which has since evolved to become Busch Family Brewing & Distilling.
