July 2026 – O Boticário has been recognized as Brazil’s leading fragrance brand for quality*, according to a study conducted by Worldpanel, a global leader in consumer data, insights, and consulting. The recognition reinforces nearly five decades of expertise in creating fragrances that combine innovation, technology, and a deep understanding of Brazilian consumer behavior.
To celebrate the achievement, the brand is opening a new chapter in its history with the launch of the Perfumery Club, a proprietary initiative designed to bring together industry experts, opinion leaders, and fragrance enthusiasts through immersive experiences, gatherings, and conversations exploring the art, culture, and future of perfumery.
Inspired by the traditional clubs and guilds found in the worlds of wine and gastronomy, the initiative comes at a time when consumers are showing growing interest in fragrances, seeking to learn more about ingredients, creative processes, raw materials, and the stories behind each scent. According to Mintel, nearly 45% of consumers use fragrance as a form of self-expression, while the rise of niche perfume brands has fueled demand for unconventional scent profiles, distinctive storytelling, and new fragrance discovery experiences.
The inaugural edition will take place in Grasse, in southern France, widely recognized as the birthplace of modern perfumery and one of the world’s foremost centers of olfactory expertise. For decades, the city has inspired perfumers, creators, and fragrance houses, and it now hosts the debut of a platform designed to expand conversations and create new experiences around the art of perfumery.
O Boticário’s relationship with Grasse spans decades and is rooted in a shared history of inspiration, craftsmanship, and the pursuit of excellence. More than 20 years ago, following a visit to the city, founder Miguel Krigsner created Lily, the iconic fragrance launched in 2006. Lily features a unique, exclusive pure essential oil extracted using the traditional enfleurage technique—a rare and sophisticated process that had nearly disappeared from modern perfumery. Krigsner rediscovered the method during his visit to Grasse and later reintroduced it at the brand’s manufacturing facility in Curitiba, Brazil.
That legacy continues today with O Boticário becoming the only Brazilian fragrance brand featured in the collection of the International Perfume Museum in Grasse. The museum’s dedicated exhibit highlights the company’s history, expertise, and contribution to the evolution of perfumery, showcasing Brazilian creativity and innovation at one of the industry’s most prestigious global institutions.
First Edition Connects Tradition with the Future of Floral Perfumery
Focused on bridging traditional craftsmanship with cutting-edge innovation and the future of floral perfumery, the first edition of the Perfumery Club will provide participants with exclusive access to some of the world’s leading centers of fragrance expertise. Discussions will explore the future of the category, including emerging trends expected to shape perfumery in the years ahead, such as the growing prominence of floral notes, the increasing appreciation for naturally sourced ingredients, contemporary reinterpretations of classic raw materials, and consumers’ growing appetite for more personal and narrative-driven fragrances.
The event will also feature internationally renowned industry figures, including experts from IFF, one of the world’s leading fragrance houses, as well as one of the most influential contemporary perfumers, recognized for helping shape global olfactory culture.
Future editions of the Perfumery Club will explore different themes, destinations, and experiences, bringing together diverse perspectives with a shared goal: deepening knowledge while celebrating the creative and cultural richness of perfumery.
“We chose to begin in Grasse because few places represent the richness and depth of perfumery as profoundly. Being alongside some of the world’s foremost experts and partnering with fragrance houses that set the industry’s standards allows us to expand our perspective, immerse ourselves in trends already transforming the category, and discuss the movements that will influence fragrance creation in the years ahead. The Perfumery Club was created with exactly this purpose—to establish an ongoing space for inspiration and knowledge that connects different perspectives and brings more people closer to the culture of perfumery,” says Gustavo Dieamant, Executive Director of Research & Development at Grupo Boticário.
The initiative comes as the brand continues to strengthen its leadership in the category. Over the past year, more than 280 O Boticário fragrances were sold every minute in Brazil, equivalent to more than 400,000 fragrances per day. Today, the brand is present in over 70% of Brazilian households and boasts one of the country’s most iconic fragrance portfolios, including Malbec and Lily, reflecting its ability to combine innovation with a genuine connection to consumers.
“Perfumery has always been at the heart of our story. Since the beginning, we’ve combined science, innovation, creativity, and sensitivity to create fragrances that evoke emotion and build meaningful connections with consumers. Being recognized as Brazil’s benchmark for fragrance quality is an extraordinary honor because it validates nearly five decades of consistent work and the role we’ve played in shaping the category. More than an award, this recognition inspires us to continue pushing the boundaries of perfumery and encouraging new conversations around a universe that has become part of the memories and everyday lives of millions of Brazilians,” Dieamant says.
Founded in 1977, O Boticário has played a pivotal role in the evolution of Brazilian perfumery. At a time when the market was largely dominated by international brands, the company introduced Brazilian consumers to new fragrance families, democratized access to sophisticated scents, and helped cultivate a vibrant fragrance culture across the country.
That legacy is supported by continuous investment in research, technology, and innovation. O Boticário is recognized for its advanced olfactory analysis capabilities, maintains a dedicated research center focused on developing proprietary ingredients, operates Brazil’s only Olfactory Research Center within the cosmetics industry, and became the first company in the world to launch an AI-assisted fragrance in 2019. Over the years, it has also partnered with some of the world’s most respected perfumers to create iconic fragrances that have helped redefine the Brazilian market.
“For nearly five decades, we’ve transformed fragrances into memories, emotions, and genuine connections with millions of Brazilians. Looking toward the future of perfumery means continuing to inspire that passion, sharing knowledge, and inviting more people to discover everything that goes into creating a fragrance. It’s this long-standing commitment to innovation, quality, and emotional connection that has led millions of consumers to recognize our journey and choose us today as Brazil’s most beloved fragrance brand. That is the legacy we intend to continue strengthening and sharing with future generations,” Dieamant concludes.
* Source: Worldpanel by Numerator, Panel Voice survey conducted in December 2025 among 4,823 Brazilian households. Respondents were asked: “In your opinion, which of the following brands is the leading benchmark for quality in the Perfumes and Fragrances category?” (including colognes, body splashes, Eau de Parfum, and Eau de Toilette). Brands evaluated included O Boticário, Avon, Natura, Eudora, and L’Oréal.
