Premium Magnificence Information – The place does the Granado model stand right now?
Sissi Freeman – With projected income of roughly BRL 1.9 billion in 2025 [1], the Granado Group has recorded 18% progress throughout its complete model portfolio, which incorporates Granado, Phebo and Care Pure Magnificence.
Granado is a heritage model in Brazil. Based in 1870, it presents a variety of merchandise, together with perfumes, in addition to soaps, toiletries, physique care and child merchandise. Along with its community of 128 shops throughout Brazil, Granado merchandise are additionally broadly accessible in pharmacies all through the nation, the place shoppers can discover on a regular basis necessities.
In worldwide markets, our focus is totally on perfumes. At present, we export to Europe and the US, that are our essential goal markets. We now have 9 company-owned shops exterior Brazil and are additionally current in shops.
Premium Magnificence Information – What are your precedence areas for improvement?
Sissi Freeman – We’re staying true to our imaginative and prescient. We work with perfumers from world wide, utilizing elements and themes which can be related to our heritage and to Brazil.
At present, there are various manufacturers that discuss Brazil, however usually are not truly offered in Brazil. They’re merely impressed by the nation. We’re totally different: we’re really Brazilian. I consider our precedence is to supply the world an genuine Brazil.
Premium Magnificence Information – So, how do you categorical the Brazilian identification that underpins your worldwide success?
Sissi Freeman – All our merchandise are designed and manufactured in Brazil. We work with Brazilian artists and designers, and we draw appreciable inspiration from our archive of classic packaging.
For us, it will be significant that the inventive course of stays genuine and rooted in our Brazilian identification. For instance, our perfumes at all times characteristic a key ingredient from Brazil or incorporate one thing that tells the story of Granado or Rio de Janeiro. That is how we protect and categorical our identification.
Promoting the identical merchandise in Brazil, Paris and different markets permits us to supply an genuine expertise wherever we’re. In contrast to some manufacturers that manufacture in numerous nations and adapt their formulation to the particular necessities of every market, Granado maintains the identical formulation and stays dedicated to manufacturing in Brazil.
Premium Magnificence Information – How did you envision Sure, Nós Temos Banana! in collaboration with perfumer Ugo Charron (Mane)?
Sissi Freeman – Throughout this collaboration, we felt that banana was the proper ingredient for Granado. It’s a joyful, tropical ingredient that additionally evokes a way of nostalgia. The perfume’s identify is a reference to the Nineteen Twenties American music Sure! We Have No Bananas.
We labored intently with Ugo as a result of we wished a perfume that was each subtle and playful. We arrived at a method constructed round iris, together with Elixiris, a Mane ingredient derived from the co-extraction of iris and cedar, alongside inexperienced notes, sandalwood and fig. It’s not merely a literal interpretation of banana. In Brazil, shoppers love gourmand fragrances, however they don’t essentially desire a scent that smells overtly like a fruit. Right here, the banana progressively turns into recognizable because the perfume develops.
Premium Magnificence Information – Are you planning any occasions or activations to accompany this launch?
Sissi Freeman – It’s a practice at Granado! I used to be at ScentFest in San Francisco yesterday, the place the perfume was offered. Tomorrow, we’re launching it in London at Liberty, with a spectacular set up within the atrium.
At present, along with our three Paris boutiques, we’re offered solely at Printemps Haussmann. For the launch, we’ve got created a devoted occasion area there. We’re additionally current at El Corte Inglés in Madrid and at La Rinascente in Italy. The decorations for all these installations, that includes large bunches of bananas, come from Brazil.
In Paris, we partnered with pastry chef Copain to create an unique banana trompe-l’œil dessert. In the US, we teamed up with an ice cream maker.
Premium Magnificence Information – Granado has apothecary roots. Are you contemplating transferring into practical fragrances?
Sissi Freeman – No. We need to place ourselves in another way from manufacturers that make wellness claims. Our focus is at the start on our Brazilian identification, and we consider shoppers naturally understand our recent and playful fragrances as having a optimistic impact on their temper.
Premium Magnificence Information – What about Phebo and Care Pure Magnificence, the group’s two different manufacturers?
Sissi Freeman – We’re very enthusiastic about Phebo’s arrival in Paris subsequent week (editor’s word: early July 2026) at La Samaritaine, the place a number of 5 fragrances will probably be showcased as a part of an occasion devoted to Brazilian manufacturers. Phebo is at present present process a rebranding. It’s a lovely model with a robust heritage rooted in northern Brazil, significantly Belém and the Amazon, and we need to give it the chance to completely categorical its potential.
We’re additionally rebranding Care Pure Magnificence, which we acquired extra just lately. We now have began opening our personal shops, and there are actually greater than a dozen in Brazil, the place the model is performing very effectively.
