For over 150 years, GRANADO has symbolized Brazilian excellence, evolving from its origins as an Imperial pharmacy to a global name in perfumery. SISSI FREEMAN, the brand’s Marketing Director, shares in this exclusive interview how the company honors its legacy through innovative fragrances, sustainable practices, and a vibrant embrace of Brazil’s biodiversity. Granado’s ability to balance tradition with contemporary trends has also captivated younger generations, making its fragrances a viral sensation on platforms like TikTok. Read on as Sissi takes us through Granado’s remarkable journey and what makes it a true icon in the fragrance world.
Sissi, first of all, it’s a tremendous pleasure to have Granado at the sixth edition of ScentXplore!
Granado was founded in 1870 in Rio de Janeiro and was the official pharmacy of the Imperial Family. How has the brand evolved over the past 150 years?
Granado was founded as a pharmacy and produced medicines and cosmetics using plants and herbs grown on its founder’s property in the mountains of Rio de Janeiro. Over the years, a lot has changed, especially in terms of innovation and modernization of the company. We have expanded into other markets in Brazil, such as the children’s and fragrance sectors, becoming the country’s most traditional perfume brand. But even with so many changes, what sustains the quality of our products to this day is the appreciation of natural ingredients, just as the founder did in the 19th century.
Granado underwent a major rebranding about a decade ago. How does the company stay true to its traditional values while attracting a younger audience?
The documentation of Granado’s entire history has been essential in guiding our present and future. We have a rich collection of materials, ranging from old bottles, labels, pictures and advertisements from the early 20th century. This heritage is our greatest treasure and source of inspiration.
Since we do not want to be perceived as an old brand, we are constantly seeking ways of balancing this heritage with contemporary trends trying to avoid being conventional. We are inspired by Brazilian ingredients that align with Granado’s century-old identity and tradition. It’s not uncommon to find an unexpected ingredient in our fragrances, and I believe this curiosity for the new and the different resonates strongly with younger generations. It’s no surprise that our perfumes occasionally go viral on TikTok.
Could you describe the different collections in Granado’s portfolio? Which fragrances are the most popular? Do you have a personal favorite?
Today, Granado is established as a perfumery and a cosmetics and wellness company. Our main products focus on hygiene and personal care, while our most premium line is perfumery, which is the portfolio we primarily work with in Europe and the United States. In the U.S., the fragrances that draw the most attention are Boemia, an intense amber oriental full of personality; Infusão Botânica, which offers an unexpected freshness and feels very comfortable on the skin; and Époque Tropical and Bossa two fragrances that went viral on TikTok. Époque Tropical is very interesting since combines floral notes with the exotic cashew fruit note.
I have a preference for comfortable, ‘second skin’ fragrances and my all time favorite is Nostalgia. Recently, I fell in love with Esplendor, our 2024 launch that is one of our first gourmands that mixes woods, cashmere, sophisticated natural vanilla and a salty marine note that gives it a lot of personality.
Please walk us through Granado’s creative process and how you collaborate with perfumers. Can you share one or two examples that highlight this collaboration?
We are very lucky and fortunate to be able to work with world-renowned perfumers and the best fragrance houses in the industry. They are already familiar with our creative process and our priority of valuing Brazilian biodiversity and incorporating unexpected ingredients into compositions. We tend to give loose briefs since we like to keep perfumers inspired and excited.
A great example is Bossa, one of the brand’s best-selling eaux de toilette. Cécile Zarokian was primarily inspired by the frangipani flower, which is very common in Rio de Janeiro, to create a fragrance that is both floral and fresh, evoking the city’s sunny atmosphere. She presented the idea to us, and the collaboration couldn’t have been more successful. Bossa is one of the fragrances that best represents Granado’s perfumery and has been a sales hit since its launch in all the markets where it’s been introduced, both in Brazil and abroad.
Perfumer Cécile Zarokian and Bossa
Granado places a strong emphasis on natural and eco-friendly ingredients. Could you elaborate on the company’s approach to sustainability?
Granado’s commitment to the environment has always been part of the brand’s history. Just as the founder cultivated herbs and plants on his farm and deeply respected what nature offered him, we continue to follow this path today. Granado was the first company in Brazil to use vegetable-base in soaps and a pioneer in abolishing animal testing decades ago.
Today, socio-environmental commitment remains one of the company’s core pillars, which is documented annually in our socio-environmental report. In addition to regularly revisiting our formulas and the manufacturing process of each product (this year, for example, our factory in the countryside of Rio de Janeiro received an important Zero Waste certification), we support several institutions dedicated to preserving Brazilian fauna and flora.
Could you describe what customers typically encounter when visiting Granado’s stores? What makes Granado stand out from other brands?
Our concept store is an immersion into Granado’s tropical-scented universe. We aim to make it a place where the consumer understands our history, the quality of our products, and the appreciation of Brazil’s culture and biodiversity. Our stores transport people to a sensory experience, with unique textures, colors, and scents.
Our perfumery stands out for not being conventional. All our fragrances have an unexpected side, often with an unusual or exotic ingredient. It moves away from the common approach of European/American brands and offers a whole new world of opportunities. Brazil is a country of many colors and scents, and this draws attention. While other brands lean towards minimalism, Granado brings foliage, vivid colors, and elements of Brazilian fauna and flora, showcased on product packaging, store displays, and in incredible and bold pop-up projects in traditional locations like Galeries Lafayette in Paris and Liberty in London.
Granado has been expanding internationally. What is the strategy behind the brand’s global growth, and how have international audiences responded so far?
We want to show the world the true Brazilian high perfumery! Our goal is to increasingly present our unique fragrances to an audience that is seeking something unique.
Brazil is a country of many scents, and showing how sophisticated and unique we can be at the same time is what excites me most about international markets. Brazilians already know Granado and the quality of our products, so being able to present something so unique from such a traditional brand is an amazing feeling.
What mark would Granado like to leave in history?
Brazil is one of the top fragrance markets in the world in terms of volume and value and I believe there is space in the U.S. fragrance market for a brand with such a unique story as Granado’s. We would love to be the consumers choice for when they are seeking something unique and full of personality.
In 2 or 3 words, how would you define perfume?
Olfactive Memory and Form of Expression.
Follow Granado on Instagram: @granadobrazil
Check out Granado: https://www.granado.us/
(images cortesy of Granado)
