Granado organizes fair as perfume sales grow
Sissi Freeman
Leo Pinheiro/Valor
The Brazilian perfume market reached R$50.4 billion in retail sales in 2025, a 10.3% increase over the previous year, according to data from Euromonitor. The country ranks as the world’s second-largest market for the category in terms of value, with sales equivalent to $9 billion, trailing only the United States. Between 2025 and 2028, the consultancy projects a cumulative growth of 29.2% for the Brazilian market, which would bring the sector to R$65.2 billion by the end of the period if the projection is confirmed.
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Fragrances represent 27% of Brazilian consumption of beauty and personal care products, making it the category with the largest share of the national market, according to data compiled by the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (Abihpec).
Against this backdrop, Granado, a Rio de Janeiro-based brand founded in 1870, decided to create Brazil’s first exclusive perfumery fair. Granado Perfume Week is scheduled for October 21 and 22 at EXC Jockey Club in Rio, a venue within the Jockey Club Brasileiro. The event will bring together 22 brands confirmed so far, as well as fragrance houses, perfumers, and national and international experts for panels and workshops.
Sissi Freeman, marketing and sales director at Granado, says the idea for the fair emerged from the brand’s participation in international events. In recent years, the company has attended fairs in cities such as New York, Paris, San Francisco, and Milan, and decided to create a meeting in Brazil following the same model. “We began to see that Brazil is the second-largest perfumery market in the world and [a fair] had never been done,” she said.
The Brazilian fair follows other markets. The Paris Perfume Week in April gathered more than 160 perfume brands, featuring lectures, workshops, and sensory experiences.
For Lígia Simões, a perfumery specialist, the sector’s advancement in Brazil is linked to a consumer more interested in niche perfumery, driven by a search for original and exclusive products, as well as curiosity about ingredients and the history behind the creations.
According to Freeman, consumers have also begun to own more than one fragrance, choosing specific perfumes for different occasions. “Perfume has become almost a status symbol, a form of expression, much like fashion and makeup,” she says.
Simões also sees room for greater appreciation of Brazilian raw materials, especially from Amazonian biodiversity. “We have an olfactory wealth spread across the entire country, mainly in the Amazon,” she saID. In Simões’s assessment, Brazil can better explore these ingredients and build its own identity in perfumery.
Granado initially considered focusing the fair on its own brands but decided to open the event to other companies in the sector. The first edition will feature fragrance houses such as the Swiss firm DSM-Firmenich, the French companies Mane and Givaudan, and Brazilian brands Amyi, Lenvie, ByNomads, Becquer, and Scentinela.
The event will host both Brazilian and foreign perfumers. International names include Jacques Huclier and David Apel, senior perfumers from Givaudan and Symrise, respectively, as well as Arnaud Guggenbuhl, marketing director at Givaudan.
One of the highlights will be the participation of Osmothèque, an international perfume conservatory founded in Versailles, which will bring an exhibition of more than 25 historical fragrances. These include Kyphi, dating back to approximately 2,000 B.C., Napoleon’s cologne, and the original 1921 version of Chanel No. 5.
According to Abihpec, events that bring together fragrance houses and industrial players are important for stimulating innovation and strengthening the production chain. According to the entity, these gatherings facilitate contact with technologies, ingredients, and trends, while bridging different segments of the market.
Natura and O Boticário, identified by Euromonitor as the most significant companies in the Brazilian perfume market, will not participate in the fair.
