Brazil is one of the world’s leading perfume markets, ranking third in value and second in volume. According to Euromonitor International, the mass market is expected to reach a turnover of 44.3 billion reais (7.13 billion euros) in 2027, representing a cumulative growth of 42.1% since 2022. For the premium market, forecasts are for 6.8 billion reais (1.09 million euros), an increase of 89% over the same period.
Within the premium segment, Brazilian niche perfumery is booming, with the emergence of numerous independent brands.
« There is no market study specifically dedicated to niche perfumery in Brazil. It is a recent segment, with few players and which is still under construction, but its development potential is undeniable. “, explain Fábio Ottaiano, founder and CEO of Lviens Parfums.
The brand created in 2011 first offered a range of home products. “ It was a question of opportunity. In many countries, home fragrances were already well established, and in Brazil there were no major national brands specializing in this area. Starting with home fragrances allowed us to penetrate the market, establish good distribution and build a reputation for quality, which gave us the confidence to take the next step, launching personal fragrances in 2019 », Explains the manager.
Original creations, vectors of personal expression
The brand Becquerfounded a little over a year ago, followed a similar approach. First home products, then personal perfumes in roll-on. « The reception was excellent, so much so that the eau de parfum became a natural part of the brand’s evolution. Personal perfumery has always been part of our projects and arrived at the right time, when the brand had already acquired sufficient sensory maturity and identity to express what we really wanted to convey through a perfume. “, tell Fernando Skiarski, founding partner.
According to the entrepreneur, the 15 unisex eau de parfum launched by Becquer have a strong personality and do not go unnoticed. “ We want our customers to fully express themselves and for our products to be a vector of personal expression. “. He notes a growing trend to consume exclusive products. “ Not in terms of price, but rather in terms of the creation and distribution process. People seek experiences more than material goods ».
It is on the basis of the same observation thatAna Christina Gudme founded Gávea Perfumes in 2023. « We identified an opportunity to meet the needs of sophisticated Brazilian women seeking authenticity and wanting to express their individuality through fragrance. With our limited edition model, we create a real feeling of exclusivity. Our exclusive collections guarantee our customers access to truly rare fragrances ».
Priority to olfactory quality
According to Ana Christina Gudme, the perfumes created by Gávea have their own identity, which does not follow market trends. “ This gives us complete creative freedom. We work with complex olfactory compositions and selected noble raw materials, because in the niche market, the priority investment is olfactory quality ».
Despite its premium positioning, niche perfumery often offers relatively sober packaging. « The focus is 100% on the scent. If we could offer the perfume without packaging, that would be ideal. Since this is impossible, we use bottles and packaging that do not distract from the fragrance, the real star », explains Fernando Skiarski.
According to him, the niche market should develop in Brazil, and Becquer is preparing to support this development. The brand will open its fourth store in São Paulo by the end of the year, and a fifth is planned for early 2026 in the same city. “ We are studying other models to bring the Becquer experience to a wider audience ».
For his part, Fábio Ottaiano indicates that Lviens is also expanding and with plans to open a first physical store. “ Our goal is to develop the presence of the brand in the national market, but we are already present in some Latin American countries, such as Mexico, Uruguay and Chile. I am convinced that Brazilian niche perfumery will become an important and respected sector, well beyond national borders. Brazil has strong potential for brands in this segment, with unique creativity. I believe that the country has the potential to create perfumes that are truly different from what already exists and to become a reference in the international market. ».
