São Paulo, August 2026 – Malbec, by O Boticário, has reached a new milestone in its history, ranking among the world’s top three best-selling men’s fragrance brands*, further consolidating Brazilian perfumery’s leading role on the global stage. The recognition comes at a strategic moment for the brand, driven by the launch of Malbec Eau de Parfum, which has become the biggest fragrance launch in O Boticário’s history.
Created in 2004, Malbec redefined woody fragrances in Brazil and pioneered a unique process in the industry by becoming the world’s first fragrance developed with wine alcohol, derived from grape fermentation and aged in French oak barrels. The process, protected by an exclusive Grupo Boticário patent and complemented by Headspace technology—which captures the olfactory signature of wine and incorporates it into the fragrance—helped shape Malbec’s identity and remains one of its key differentiators to this day.
Over more than two decades, the brand has built a successful trajectory grounded in continuous innovation, a deep understanding of and ability to adapt to evolving consumer behaviors, and the strengthening of its positioning. Today, present in more than 15 countries across four continents and recognized as the fragrance brand most loved by Brazilians**, Malbec has become one of O Boticário’s most important portfolio assets and one of the greatest success stories in Brazilian perfumery—now also on the international stage.
As the world’s second-largest fragrance market, according to Euromonitor, Brazil has become a strategic environment for innovation in the category. Grupo Boticário, Brazil’s beauty and fragrance market leader****, has pioneered this movement by continuously investing in research, development and technologies applied to fragrance creation, transforming its deep understanding of Brazilian consumers into products that also gain relevance internationally.
“Malbec was born from the genuine passion that O Boticário’s founders and leadership have for perfumery and from a desire to challenge what the market expects. Seeing that vision transform Malbec into the third best-selling men’s fragrance in the world demonstrates that authenticity, innovation and consistency are what place us at the forefront of global perfumery,” says Renata Gomide, Vice President of Consumer at Grupo Boticário.
Today, more than 14 Malbec variations are available through O Boticário’s official sales channels in Brazil and internationally. According to Gomide, Malbec’s success is the result of combining a robust portfolio, constant innovation and the brand’s ability to keep pace with evolving consumer behaviors and the preferences of Brazilian consumers.
Around 140 Fragrances Sold Per Minute: Malbec Eau de Parfum Reinforces the Brand’s Successful Trajectory
Developed in partnership with Master Perfumer Honorine Blanc and Principal Perfumer Clement Gavarry, from DSM-Firmenich, the new version is the most concentrated fragrance ever created for Malbec. The launch expands the brand’s portfolio by offering a new olfactory experience for consumers seeking greater intensity and sophistication, while preserving the woody signature that established Malbec as a benchmark in men’s perfumery.
The launch also illustrates O Boticário’s approach to innovation, combining its deep understanding of Brazilian consumers with the expertise of some of the world’s leading fragrance houses and perfumers to develop its creations.
“The challenge with Malbec Eau de Parfum was to create a new interpretation of the brand’s olfactory signature without losing what made Malbec so recognizable to consumers. We sought to preserve that identity while translating it into a sophisticated, intense and contemporary fragrance,” says Honorine Blanc, co-creator of Malbec Eau de Parfum, who attended a dinner hosted by Grupo Boticário to celebrate the fragrance’s success alongside company executives.
In its first 13 days on the market, the new fragrance recorded the strongest sales launch in the history of O Boticário’s fragrance business, reaching approximately 140 fragrances sold per minute. The launch also accounted for 38.6% of the category’s revenue during the period, underscoring its strong commercial performance.
“Malbec Eau de Parfum is the result of highly precise technical work. We used ingredients at exceptionally high concentrations to create the most concentrated fragrance in Malbec’s history, always seeking the right balance between intensity, elegance and its distinctive olfactory signature,” says Clement Gavarry, co-creator of the fragrance, who also attended the dinner hosted by Grupo Boticário to celebrate the launch.
For Renata Gomide, the results reflect a consistent long-term strategy. “Building relevance requires continuous innovation without losing your identity. Throughout its history, Malbec has kept pace with the evolution of Brazilian consumers while continuously investing in technology, research and creativity. The performance of Malbec Eau de Parfum reinforces that this strategy continues to create value for the category,” she concludes.
*Source: Euromonitor International Ltd.; Beauty and Personal Care 2026 edition, retail sales value (RSP) – 2025 data. Leading brands defined as the top three brands by sales.
**Source: Kantar Insights Brasil – National Survey (Brazil), conducted in August 2025, with 2,400 interviews per year / 600 interviews per quarter – Men aged 18–60 who purchased men’s fragrances in the previous three months.
***Source: Homescan | NielsenIQ. Based on total sales revenue in Brazil in 2025 across the fragrance, makeup, body care, bath, sun care and hair care categories.
