Beatus 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 cosmetic capital.

The brand was then introduced to Mr. Billy Busch, who was considering launching a fragrance brand of his own alongside his 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 Beatus.”

Mr. 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 family’s dedication to quality.

“If you want to ruin a business, be respectful. Fashion is not about respect. It's about fashion.”

Gabriel Reboh, Artistic Director of Béatus®, was born into a family of artists and beauty experts. He launched his first salon in Montreal, then expanded to Miami’s Bal Harbour Shops and LA’s Melrose Avenue. Celebrities like Sharon Stone, Mariah Carey, Celine Dion, and Jennifer Lopez trusted Gabriel with their look and style.

Today, the Busch Family and Gabriel venture into the universe of perfumes & high‐end fragrances. In partnership with Symrise, they personally selected six fragrances from the world’s most premium ingredients. The flagship collection features six elegant scents—three for her and three for him—each inspired by nature and France’s perfume heritage. Dr. Jean‐François Rumigny, a neurobiologist and natural‐health specialist, has guided the formulation since day one.