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 (8.22 billion US dollars) in 2027, representing cumulative growth of 42.1% since 2022. For the premium market, forecasts predict 6.8 billion reais (USD 1.26 billion), an increase of 89% over the same period.
Within Brazil’s premium segment, niche perfumery is experiencing rapid growth, marked by the proliferation of independent brands.
"There is no market research specifically dedicated to niche perfumery in Brazil. It’s a recent segment, with few players and still under construction, but its growth potential is undeniable,” explains Fábio Ottaiano, founder and CEO of Lenvie Parfums.
Founded in 2011, the brand initially focused on home fragrance products. “It was a matter of opportunity. While home fragrances were already well established in many countries, Brazil lacked major national brands in this category. Starting with home fragrances allowed us to enter the market, secure strong distribution, and build a reputation for quality — giving us the confidence to take the next step: launching personal fragrances in 2019,” explains the CEO.
Authentic creations, designed for self-expression
Founded just over a year ago, the Becquer brand took a similar path — starting with home fragrances and then introducing roll-on personal fragrances. “The reception was excellent, so the eau de parfum naturally became the next step in the brand’s evolution. Personal fragrances wer always part of our plans, and theirs launch came at the perfect moment, when the brand had developed enough sensory maturity and a clear identity to express what we truly wanted to convey through fragrance,” explains Fernando Skiarski, founding partner.
According to the entrepreneur, the 15 unisex eau de parfums launched by Becquer each have a distinct personality and make a statement. “We want our customers to fully express themselves, with our products serving as a vehicle for personal expression.” He notes a growing trend toward seeking exclusive products — not in terms of price, but through their creation and distribution. “People are increasingly valuing experiences over material goods.”
It was based on this same observation that Ana Christina Gudme founded Gávea Perfumes in 2023. “We identified an opportunity to meet the needs of sophisticated Brazilian women seeking authenticity and eager to express their individuality through perfume. With our limited-edition model, we create a true sense of exclusivity. Our exclusive collections guarantee our customers access to truly rare fragrances.”
Olfactory quality first
According to Ana Christina Gudme, Gávea’s perfumes possess a distinctive identity that sets them apart from market trends. “This gives us complete creative freedom. We craft complex olfactory compositions using carefully selected, high-quality raw materials, because in the niche market, olfactory excellence is the top priority.”
Despite its premium positioning, niche perfumery often features relatively understated packaging. “The focus is entirely on the fragrance itself. If it were possible to offer the perfume without packaging, we would. Since that isn’t feasible, we use bottles and packaging that don’t distract from the fragrance, which is the true star,” explains Fernando Skiarski.
According to him, the niche market in Brazil is poised for growth, and Becquer is ready to be part of it. The brand will open its fourth boutique in São Paulo by the end of the year, with a fifth planned for early 2026 in the same city. “We are also exploring new models to bring the Becquer experience to a wider audience.”
For his part, Fábio Ottaiano indicates that Lenvie is also expanding rapidly and plans to open its first physical store. “Our goal is to develop the brand’s presence 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, extending well beyond national borders. Brazil has strong potential for brands focusing on this segment, with unique creativity. I believe the country has the potential to create perfumes that are truly different from what already exists and to become a benchmark in the international market."
