The Brazilian home fragrance market is experiencing a vibrant resurgence, attracting established players from other sectors and launching a wave of innovative product lines. Natura and Boticário, well-known names in the beauty industry, have made their mark in this burgeoning market with collections that combine their expertise in perfumery with home décor. These lines showcase an array of sophisticated scented candles, diffusers, and room perfumes, incorporating ingredients that are as luxurious as those used in their personal care products.
These new offerings are pushing the boundaries of traditional home fragrance, incorporating natural elements like the refreshing and medicinal poejo plant and the fragrant cumaru fruit, known for its sweet aroma. The overarching theme driving this trend is the desire to transform homes into sanctuaries, creating a sense of calm and well-being through carefully curated fragrances.
Tania Bulhões, a renowned brand in the home fragrance market, introduced the captivating “Floresta” line in October 2023. Inspired by the sun filtering through the forest canopy, this collection combines black pepper from India, Virginia cedar, Turkish rose, and French moss, resulting in a fragrance that harmonizes earthy notes with verdant freshness. The aroma evokes the vibrant yet serene atmosphere of a lush forest.
Another captivating addition to the market is Laceri, a new line from a national brand specializing in personal and home fragrances. Laceri’s diffuser features a fresh, floral, and green scent that blends the tart and spicy notes of rhubarb with the delicate sweetness of white flowers. The transparent glass bottle allows for a visual experience as enchanting as the fragrance itself, showcasing delicate flower branches submerged within the scented liquid.
Boticário made its debut in the home fragrance market earlier this year with three aromatic lines: Vanilla Sublime, Gardênia Imperial, and Brisa de Cedros. The line offers a range of products, from spray air fresheners to liquid soaps, diffusers, and scented candles. This expansion was accompanied by the launch of a new brand named “214,” inspired by the address of Boticário’s first store and featuring a design that pays homage to Curitiba, the city where the Boticário Group is headquartered.
Natura, another beauty giant, has also joined the home fragrance trend, launching its first line in this sector earlier this year. “Bothanica” includes scented candles and room sprays, alongside hand moisturizers, liquid soap, and body oil. All products feature fragrances inspired by nature, incorporating biodegradable, plant-based ingredients that are free of petrolatum and enriched with pure essential oils extracted from Latin American biodiversity.
L’Envie, a well-established brand in the home fragrance market, has added a new aromatic line inspired by the exotic oriental peach to its portfolio. The top notes blend the citrus freshness of mandarin and nectarine with subtle aquatic nuances of pear. The heart of the fragrance is composed of muguet petals, enhanced by the delicate sweetness of peach, accompanied by raspberry and cashew. The fragrance is completed with the sophistication of creamy woods and musk.
