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And that’s not all, the Brazilian fragrance market is poised for Granado: A Legacy Brand
significant growth over the next decade, driven by increasing Embracing Modern Perfumery
consumer demand and evolving market dynamics. The predicted One of the standout names in Brazilian perfumery is Granado, a
market size and growth for the fragrance sector in Brazil is historic brand founded in 1870. Though primarily known for its
expected to expand at a compound annual growth rate (CAGR) pharmaceutical and personal care products, Granado ventured
of 6.05% between 2025 and 2029, reaching an estimated market into the fragrance market only five years ago. Despite its late
volume of US$10.90 billion by 2029, with a strong focus on the entry, the brand’s perfumes have gained significant market share
growth of premium fragrance. These projections underscore in retail sales in Brazil, and is rapidly expanding internationally.
a robust growth trajectory for Brazil's fragrance industry,
with a notable shift towards natural and premium products.
Factors such as rising disposable incomes, increased consumer
awareness of global beauty trends, and a growing preference for
eco-friendly and high-quality fragrances are expected to drive
this expansion. Additionally, the integration of e-commerce
and digital marketing strategies, including collaborations with
beauty influencers, is likely to further propel market growth
by enhancing accessibility and consumer engagement. Overall,
the Brazilian fragrance market is set to maintain its position as
a significant player on the global stage, with sustained growth
and diversification across various segments in the coming years.
Granado’s approach to perfumery emphasizes storytelling,
The Evolution of Brazil’s Fragrance Market utilising native Brazilian ingredients to craft unique fragrances

Historically, Brazil’s fragrance market was dominated by mass- that resonate with consumers worldwide. Its iconic creations
market products, often focusing on affordability and accessibility. such as Époque Tropical and Boemia celebrate Brazil’s cultural
The early players in the Brazilian fragrance industry catered heritage and biodiversity. Granado’s success demonstrates how
primarily to the local audience, emphasizing light, refreshing a legacy brand can reinvent itself by embracing contemporary
scents ideal for the country’s tropical climate. Over time, however, trends while staying true to its roots.
the market evolved, influenced by changing consumer preferences This reinvention is further supported by Granado’s innovative
and global trends. Today, Brazil’s fragrance sector generates marketing strategies. By leveraging partnerships with
approximately R$ 37.5 billion (USD 7.5 billion) annually, with an influencers and participating in international fragrance fairs, the
impressive 78% of the population regularly using perfumes. brand ensures its message resonates with both domestic and
This shift reflects the broader transformation of Brazil’s beauty international audiences. Notable collaborations include working
industry, which now embraces niche perfumery, sustainability, with Brazilian influencers such as Camila Coelho, a global beauty
and storytelling through scent. A shining example of this icon, and Vic Ceridono, renowned for her expertise in beauty and
transformation is Amyi, a native digital Brazilian niche perfumery fashion. These partnerships have amplified Granado’s visibility
brand founded in 2019 by Larissa Mota, Paula Penna, and Luciana and connected the brand with a diverse consumer base.
Guidi. Known for its creative freedom given to local perfumers The integration of Brazilian culture into its branding—through
and its use of noble ingredients to craft high-quality, gender- packaging, narratives, and scent compositions—offers a
free fragrances, Amyi has revolutionised the market through distinctive edge in a crowded market.
technological innovation. Its Amyi Experience, an online platform
enabling consumers to explore and personalize their olfactory The Role of Sustainability and Innovation
preferences, offers a unique sensory journey that exemplifies Sustainability has become a cornerstone of the Brazilian
the growing sophistication of Brazilian fragrance offerings. fragrance industry. Brands like Natura and Granado are
leading the way by incorporating eco-friendly practices and
natural ingredients into their products. Granado’s recent
acquisition of Care Natural Beauty underscores the growing
demand for clean and sustainable cosmetics. Care’s focus on
biotechnological ingredients and environmentally conscious
formulations aligns with global market trends, highlighting
Brazil’s commitment to innovation.Brazil’s commitment to
sustainability extends beyond ingredient sourcing.

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