Granado

What Granado does

Granado is Brazil's oldest traditional cosmetics and pharmaceutical company, founded in 1870 by Portuguese immigrant José Antônio Coxito Granado in Rio de Janeiro. The company operates as a vertically integrated beauty and personal care brand, producing vegan and cruelty-free perfumes, soaps, body care, baby care, men's grooming, pet care, and home fragrance products using natural Brazilian botanical ingredients (chamomile, licorice, lavender, cedar, tonka bean). Manufacturing is concentrated at a 30,000m² industrial complex in Japeri (RJ) supplemented by a Belém bar soap factory, and the company holds a trade-secret-protected proprietary Polvilho Antisséptico formula dating to 1903 that was approved by Oswaldo Cruz. The portfolio spans the flagship Granado brand plus acquired brands Phebo (incorporated 2004) and Care Natural Beauty (acquired December 2024), with dedicated sub-brands (Vintage, Terrapeutics, Pink, Glicerina) targeting premium, lifestyle, and specialty use cases.

Granado's business model is multi-channel direct-to-consumer: 90+ owned physical stores across Brazil, domestic and international e-commerce (granado.com.br, granado.us, granado.uk, granado.eu), a Le Bon Marché department store presence in Paris since 2013, and a B2B/corporate gifting channel via b2b.granado.com.br. Revenue is generated primarily through unit-priced retail sales (perfumes around R$345/75ml, colognes R$185-R$260), supported by a Granado Box subscription service (bimonthly Vintage product delivery with 20% subscriber discount), gift cards (R$100 to R$5,000), corporate gift programs, and seasonal promotional cycles including Black Friday (up to 70% discount). Since 2004 the company has been led by English president Christopher Freeman, and in 2016 Spanish luxury fragrance group Puig acquired a minority strategic stake to support international expansion. The company is privately held under a Brazilian group structure (Casa Granado, Laboratórios, Farmácias e Drogarias S.A. with related entities Jesmond Comércio Varejista Ltda. and Ponteland Distribuição S.A.) and operates under LGPD-compliant data practices.

Name

Granado

Legal name

Casa Granado, Laboratórios, Farmácias e Drogarias S.A.

Website

https://granado.com.br

Company type

Private

Founded year

1870

Operating status

Operating

Headcount range

251–500 employees

Short description

Granado, founded in 1870 in Rio de Janeiro, is Brazil's oldest traditional cosmetics company, selling natural-based perfumes, soaps, baby care, and personal care products through 90+ physical stores, e-commerce, and international channels, including acquired brands Phebo and Care Natural Beauty.

Ownership category

akta.pro rank

Product category

Personal Care & Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

akta.pro secondary industries

Bar Soap & Syndet Bars (CRABAEAA), Body Sprays & Mists (CRABADAC)

Keywords

• Traditional cosmetics
• Natural personal care
• Fragrance manufacturing
• Beauty retail
• Herbal pharmacy products

Headquarters

HQ city

Rio De Janeiro

HQ country

Brazil

HQ region

Latin America

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Retail Sales - Physical Stores: Direct retail sales through 90+ physical store locations across Brazil, including flagship stores in shopping malls and premium neighborhoods. Stores feature concept store design with original antiques, century-old packaging displays, and professional pharmacy staff for customer consultation.
2. E-commerce Sales: Online sales through granado.com.br, phebo.com.br, and international sites (granado.us, granado.uk, granado.eu). Offers 15% first purchase discount, free shipping above R$260, and installment payments up to 10x without interest.
3. Gift Cards: Gift cards sold in fixed denominations (R$100, R$150, R$250, R$350) and customizable values from R$350 to R$5,000. Corporate gift cards available with minimum R$70. Valid for 6 months.
4. Corporate Sales / B2B: Corporate sales through dedicated B2B platform (b2b.granado.com.br) and corporate gift card programs for business gifting.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Granado manufactures and retails traditional Brazilian cosmetics and personal care products including perfumes, colognes, soaps, body and bath items, baby care, men's grooming, pet care, and home fragrances. Products are formulated with natural Brazilian botanical ingredients and sold through 90+ owned physical stores across Brazil plus direct e-commerce platforms in Brazil, the US, UK, France, Portugal, and the EU.

Product overview

Granado is a Brazilian beauty and personal care company founded in 1870, offering a comprehensive portfolio of fragrances, soaps, and personal care products. The product ecosystem centers on core perfumery offerings (Perfumes, Colônias, Eau de Toilette) and personal care categories (Sabonetes, Corpo e Banho, Bebê, Homem, Pet, Casa). The brand operates multiple sub-brands including Linha Vintage (premium fragrances), Linha Glicerina, Linha Terrapeutics, and Linha Pink, alongside the acquired Phebo perfumery brand (2004) and recently acquired Care Natural Beauty (2024) for clean beauty expansion. Additional offerings include subscription service Granado Box (bimonthly Vintage products), gift cards, and label personalization services. Products emphasize natural Brazilian ingredients, vegan formulations, and cruelty-free testing.

Differentiator

Problem solved

Functional benefit

Products and services

• Perfumes Granado Vegan perfumes made with natural Brazilian ingredients across multiple olfactory families (citrus, woody, fruity, aromatic, oriental, spicy). Includes variants such as Framboesa Noir, Figo Confit, Madrepérola, Amazônico, Apotecário, Rosa Sublime, and others priced at R$345 for 75ml. For individual consumers seeking premium natural fragrances.
• Colônias (Eau de Cologne) Colognes with natural Brazilian ingredients available in various sizes and fragrances including Limão Taiti & Néroli, Verbena, Gardênia, Magnólia, Menta & Alecrim, and Lavanda & Cedro, priced from R$185 to R$260. For individual consumers seeking everyday natural fragrances.
• Eau de Toilette Lightweight fragrant waters available in multiple variants such as Suzette, Carioca, Bossa, Aurora, Vetiver, Íris, Sândalo, Patchouli, and Couro. For consumers seeking lighter everyday fragrance options.
• Sabonetes (Soaps) Bar and liquid soaps with variants including Barra, Líquido, Facial, Antisséptico, Glicerina, and Refil options. Predominantly plant-based with natural ingredients. For individual consumers seeking natural daily hygiene products.
• Corpo e Banho (Body & Bath) Body and bath products including Antisséptico, Cabelos (hair care), Esfoliação (exfoliation), Hidratação (moisturizing), Mãos e Unhas (hands and nails), Pés e Pernas (feet and legs), Sais de Banho (bath salts), Miniatura, and Kits. For individual consumers seeking complete body and bath care.
• Granado Bebê (Baby Care) Baby care line with products for Banho (bath), Sabonetes (soaps), Cabelos (hair), Cuidados Diários (daily care), Hidratação (moisturizing), and Perfumaria (fragrance). Features alcohol-free aqueous formulas designed for sensitive baby skin with hypoallergenic properties. For parents and caregivers of infants and young children.
• Granado Homem (Men's Care) Men's grooming line including Barbear (shaving), Cuidados (care), and Pós Barbear (after-shave) products. For male consumers seeking grooming and shaving products.
• Granado Pet Pet care products including Banho (bath), Colônia (fragrance), and Tratamento (treatment) for pets. For pet owners seeking grooming and hygiene products for their animals.
• Casa (Home Fragrances) Home fragrance products including Aromatizador de Ambientes (room diffusers), Velas (candles), and Kits for home scenting. For consumers seeking home ambience products.
• Linha Vintage Premium fragrance collection featuring signature scents like Framboesa Noir, Figo Confit, Madrepérola, Boemia, Jardim Real, Infusão Botânica, Imperial, Folia, Flora Magnífica, Fervo Intenso, Expedição, Esplendor, Époque Tropical, Nostalgia, Oásis, Tropicália, and Citrus Brasilis. For consumers seeking premium signature fragrances.
• Phebo Separate perfumery brand acquired in 2004 offering perfumes, colônias, liquid and bar soaps, refills, room diffusers, candles, room sprays, moisturizers, and kits sold via phebo.com.br. For consumers seeking the standalone Phebo brand identity.
• Granado Box Bimonthly subscription box containing 5-6 premium products from the Vintage line. Subscribers receive a 20% discount on all purchases during the subscription period and an exclusive coupon delivered via email. For consumers seeking curated discovery of Granado premium products.
• Cartão Presente (Gift Card) Digital and physical gift cards available in fixed values (R$100, R$150, R$250, R$350) or custom amounts (R$350-R$5,000), valid for 6 months. Corporate gift cards available with minimum R$70. For individual gifting occasions and corporate gifting programs.
• Personalização de Rótulo (Label Personalization) Custom label personalization service for the Granado Bebê line, allowing customers to personalize product labels for R$5 per item. For parents and gift buyers seeking customized baby care products.
• Kits de Perfumes Gift-ready perfume kits bundled and packaged with elegant branding for gifting occasions. For consumers seeking pre-packaged fragrance gift sets.

Quantifiable outcome

• Store network expanded from first store in 1917 to 90+ locations across Brazil
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Care Natural BeautycoreStrategic or Co-development Partner · 12 December 2024Granado acquired Care Natural Beauty, a Brazilian clean beauty brand, to expand presence in the clean beauty market, diversify portfolio, reach younger consumers, and foster global growth with plans to open numerous stores by 2028.
• Le Bon MarchéminorChannel Partner/ Reseller/ DistributorPremier Paris department store where Granado established its first international presence in 2013, marking the beginning of the company's international expansion.
• PhebocoreStrategic or Co-development PartnerPerfumaria Phebo was incorporated into Granado in 2004 under the leadership of English president Christopher Freeman. Phebo's product lines were integrated, expanding the portfolio to include exclusive perfumery and hundreds of products for home, body, and bath care.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• O Boticário: Major Brazilian beauty company with extensive retail network, competing directly with Granado in perfumery, body care, and gift-giving categories. Operates similar mall-based retail model and fragrance portfolio.
• Roger & Gallet: Heritage French perfumery brand (founded 1862) owned by L'Oréal, with similar positioning around natural ingredients, traditional formulations, and apothecary heritage. Direct comparable in perfumery and soap categories.
• The Body Shop: Natural-ingredient, cruelty-free beauty brand with similar ethical positioning (vegan, cruelty-free). Owned by Natura &Co, with comparable global retail footprint and product mix across body care and fragrances.
• Natura &Co: Brazil's largest beauty and personal care company, owning Natura, Avon, The Body Shop, and Aesop. Direct competitor across fragrances, body care, and soaps in the Brazilian market, with broader scale and significant international operations.
• L'Occitane en Provence: French natural-ingredient beauty brand with similar positioning around botanicals, heritage, and physical retail. Comparable in terms of premium positioning, global store presence, and product categories (soaps, fragrances, body care).

Broad incumbents

• Bath & Body Works: Major specialty retailer in body care, home fragrance (candles), and gift sets. Comparable retail model with heavy seasonal promotional cadence and broad product portfolio in similar categories.
• Puig: Spanish luxury fragrance and fashion group that owns Carolina Herrera, Paco Rabanne, and Jean Paul Gaultier. Holds a minority stake in Granado, making it both investor and a peer in the global fragrance market with comparable perfumery expertise.

Emerging players

• Lush Cosmetics: Natural and fresh-handmade cosmetics brand with strong ethical positioning around vegan, cruelty-free products. Comparable in ingredient philosophy and direct-to-consumer retail model, though with different product format focus.

Others

• Bvlgari (LVMH): Luxury Italian brand with a significant fragrance and body care line distributed through premium retail. Comparable in terms of premium fragrance pricing strategy and natural ingredient positioning, though at a much higher price tier.

Regional players

• Eudora: Brazilian direct-selling beauty company owned by Grupo Boticário, competing in fragrances, body care, and cosmetics with a digital-first distribution model that contrasts with Granado's physical retail focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/granado_oficial
• Facebookfacebook.com/GranadoPharmacias1870
• LinkedInlinkedin.com/company/granado-phebo
• Instagraminstagram.com/granadopharmacias
• TikToktiktok.com/@granadopharmacias
• YouTubeyoutube.com/channel/UCqL7AM6v1r1xS5u5XtoyMgw

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Granado