Premium Beauty News - Where does the Granado brand stand today?
Sissi Freeman - With projected revenue of approximately BRL 1.9 billion in 2025 [1], the Granado Group has recorded 18% growth across its entire brand portfolio, which includes Granado, Phebo and Care Natural Beauty.
Granado is a heritage brand in Brazil. Founded in 1870, it offers a wide range of products, including perfumes, as well as soaps, toiletries, body care and baby products. In addition to its network of 128 stores across Brazil, Granado products are also widely available in pharmacies throughout the country, where consumers can find everyday essentials.
In international markets, our focus is primarily on perfumes. Today, we export to Europe and the United States, which are our main target markets. We have nine company-owned stores outside Brazil and are also present in department stores.
Premium Beauty News - What are your priority areas for development?
Sissi Freeman - We are staying true to our vision. We work with perfumers from around the world, using ingredients and themes that are connected to our heritage and to Brazil.
Today, there are many brands that talk about Brazil, but are not actually sold in Brazil. They are simply inspired by the country. We are different: we are truly Brazilian. I believe our priority is to offer the world an authentic Brazil.
Premium Beauty News - So, how do you express the Brazilian identity that underpins your international success?
Sissi Freeman - All our products are designed and manufactured in Brazil. We work with Brazilian artists and designers, and we draw considerable inspiration from our archive of vintage packaging.
For us, it is important that the creative process remains authentic and rooted in our Brazilian identity. For example, our perfumes always feature a key ingredient from Brazil or incorporate something that tells the story of Granado or Rio de Janeiro. This is how we preserve and express our identity.
Selling the same products in Brazil, Paris and other markets allows us to offer an authentic experience wherever we are. Unlike some brands that manufacture in different countries and adapt their formulas to the specific requirements of each market, Granado maintains the same formulas and remains committed to manufacturing in Brazil.
Premium Beauty News - How did you envision Yes, Nós Temos Banana! in collaboration with perfumer Ugo Charron (Mane)?
Sissi Freeman - During this collaboration, we felt that banana was the perfect ingredient for Granado. It is a joyful, tropical ingredient that also evokes a sense of nostalgia. The fragrance’s name is a reference to the 1920s American song Yes! We Have No Bananas.
We worked closely with Ugo because we wanted a fragrance that was both sophisticated and playful. We arrived at a formula built around iris, including Elixiris, a Mane ingredient derived from the co-extraction of iris and cedar, alongside green notes, sandalwood and fig. It is not simply a literal interpretation of banana. In Brazil, consumers love gourmand fragrances, but they do not necessarily want a scent that smells overtly like a fruit. Here, the banana gradually becomes recognizable as the fragrance develops.
Premium Beauty News - Are you planning any events or activations to accompany this launch?
Sissi Freeman - It’s a tradition at Granado! I was at ScentFest in San Francisco yesterday, where the fragrance was presented. Tomorrow, we are launching it in London at Liberty, with a spectacular installation in the atrium.
Today, in addition to our three Paris boutiques, we are sold exclusively at Printemps Haussmann. For the launch, we have created a dedicated event space there. We are also present at El Corte Inglés in Madrid and at La Rinascente in Italy. The decorations for all these installations, featuring giant bunches of bananas, come from Brazil.
In Paris, we partnered with pastry chef Copain to create an exclusive banana trompe-l’œil dessert. In the United States, we teamed up with an ice cream maker.
Premium Beauty News - Granado has apothecary roots. Are you considering moving into functional fragrances?
Sissi Freeman - No. We want to position ourselves differently from brands that make wellness claims. Our focus is first and foremost on our Brazilian identity, and we believe consumers naturally perceive our fresh and playful fragrances as having a positive effect on their mood.
Premium Beauty News - What about Phebo and Care Natural Beauty, the group’s two other brands?
Sissi Freeman - We are very excited about Phebo’s arrival in Paris next week (editor’s note: early July 2026) at La Samaritaine, where a selection of five fragrances will be showcased as part of an event dedicated to Brazilian brands. Phebo is currently undergoing a rebranding. It is a beautiful brand with a strong heritage rooted in northern Brazil, particularly Belém and the Amazon, and we want to give it the opportunity to fully express its potential.
We are also rebranding Care Natural Beauty, which we acquired more recently. We have started opening our own stores, and there are now more than a dozen in Brazil, where the brand is performing very well.
