O Boticário introduces Perfumery Club to unite fragrance experts and enthusiasts
The company has also worked with some of the world’s most respected perfumers to create iconic fragrances that helped redefine the Brazilian market.
FRANCE – O Boticário, a Brazilian cosmetics company, has launched the Perfumery Club as a proprietary initiative to gather fragrance experts, opinion leaders, and enthusiasts after being recognized as Brazil’s benchmark for fragrance quality.
The new platform is meant to open up broader conversations about perfumery, covering its craftsmanship, creative process, ingredients, cultural meaning, and future direction.
The company says the initiative reflects a growing consumer appetite for deeper fragrance knowledge, including the stories behind scents, the materials used to create them, and the evolving ways people experience perfume.
Inspired by the exclusive communities found in wine and gastronomy, the Perfumery Club is designed to create immersive encounters that connect industry expertise with fragrance culture.
The inaugural edition will be held in Grasse, in southern France, a city widely regarded as the birthplace of modern perfumery and one of the world’s most respected centres of fragrance expertise.
The setting is especially meaningful for O Boticário because Grasse has influenced the brand’s own fragrance history for decades.
That connection dates back to founder Miguel Krigsner’s visit to the city more than 20 years ago, when he drew inspiration for Lily, the iconic fragrance launched in 2006.
The scent features a unique pure essential oil extracted through the traditional enfleurage technique, a rare and refined method that Krigsner later revived at the company’s manufacturing facility in Curitiba, Brazil.
O Boticário’s ties to Grasse extend beyond inspiration. The brand is the only Brazilian fragrance company included in the collection of the International Perfume Museum in Grasse, where its exhibit highlights the company’s heritage, expertise, and contribution to the evolution of perfumery.
The first Perfumery Club event will focus on the future of floral perfumery, bringing together discussions on trends, innovation, and the changing expectations of fragrance consumers.
Topics are expected to include the rising popularity of floral notes, growing demand for naturally sourced ingredients, reinterpretations of classic raw materials, and the shift toward more personal, narrative-driven fragrances.
The event will also feature respected names from the global fragrance industry, including experts from IFF and a leading contemporary perfumer whose work has helped shape modern olfactory culture.
Future editions are expected to explore different themes and destinations, keeping the format flexible while maintaining the same purpose of expanding knowledge and celebrating perfumery.
According to Gustavo Dieamant, Executive Director of Research & Development at Grupo Boticário, Grasse was chosen because few places represent the richness of perfumery so clearly.
He said the club is intended to create a permanent space for inspiration, learning, and exchange among different perspectives, while bringing more people closer to fragrance culture.
The launch also comes as O Boticário strengthens its position in the Brazilian fragrance market. Over the past year, more than 280 fragrances were sold every minute in Brazil, amounting to more than 400,000 units a day.
The brand is now present in more than 70% of Brazilian households and remains one of the country’s most recognizable names in perfumery, with signature lines such as Malbec and Lily.
Dieamant said the recognition as Brazil’s leading fragrance brand for quality is especially meaningful because it validates nearly five decades of work in blending science, innovation, creativity, and emotional connection.
Since its founding in 1977, O Boticário has played a major role in shaping Brazil’s fragrance culture by introducing new scent families, expanding access to sophisticated perfumes, and helping build a stronger local appreciation for perfumery.
That progress has been supported by consistent investment in research and technology.
O Boticário is known for advanced olfactory analysis, operates a dedicated research center for proprietary ingredients, runs Brazil’s only Olfactory Research Center in the cosmetics industry, and became the first company in the world to launch an AI-assisted fragrance in 2019.
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