LENVIE

What LENVIE does

LENVIE (legal entity FRI COMERCIO DE COSMETICOS E PERFUMARIA LTDA., CNPJ 42.876.974/0002-64) is a privately held Brazilian independent perfumery company headquartered in São Paulo, operating under the consumer-facing brand Lenvie Parfums. The company creates and sells 100% authorial — meaning in-house composed rather than licensed or private-label — fragrances for both body and home, developed by two named in-house perfumers: Fanny Grau (PhD in Chemistry, perfumery specialist) and Isaac Sinclair (described as one of the youngest Master Perfumers in the world). Its catalog spans eleven or more numbered genderless Eau de Parfums (e.g., #001 São Paulo Is Burning through #011 Mango a Gogo) and twenty-plus named home fragrances grouped into collections such as Arabesc, Classic, Elementos, Urban, Essentia and Herbarium, covering seven olfactory families (Cítrico, Aromático, Floral, Amadeirado, Oriental, Fougère, Chipre). Products are formulated with organic alcohol and a mix of natural and synthetic raw materials, are 100% vegan and cruelty-free, and carry Carbono Neutro and Eu Reciclo sustainability certifications.

The core capability is its proprietary olfactory composition process — original formulas credited to specific perfumers and tied to named narratives — supported by format engineering across home fragrance (reed diffusers with 4–6 week diffusion, candles up to 35 hours, wax melts ~1 week per tablet, 200ml refills ~2 months) and a refill program that promotes reuse of glass packaging. The brand runs an active collaboration engine with culturally relevant Brazilian and international partners — PatBo (Jardim Encantado), Bacio di Latte (gelato-inspired), MASP (Vermelho/Concreto/Cristal), Água de Coco (Terra do Sol), Allumettes, and Smiley® (Energy Place) — each with a dedicated landing page on the storefront, functioning as a marketing and product extension channel.

LENVIE's business model is anchored in Brazilian direct-to-consumer e-commerce via its own Vnda-hosted storefront (lenvieparfums.com), supplemented by a wholesale ("Atacado") channel for resellers and an emerging premium boutique footprint, with industry coverage (November 2025) noting intent to expand into other Latin American countries. Pricing is disclosed in BRL, with Eau de Parfum 50ml at R$ 339 (interest-free installments), home diffusers 200–250ml from R$ 110 (refill) to R$ 179 (Tabaco & Vanilla), Discovery Sets from R$ 85 (Casa) to R$ 380 (Experiência Olfativa corpo), and gifting kits up to R$ 300. Conversion levers include a 10% welcome coupon ("BEMVINDO"), region-tiered free freight (R$ 349 Sudeste, R$ 399 Sul, R$ 499 demais regiões), a R$ 40 referral credit, WhatsApp conversational sales, and seasonal campaigns (Black Friday, Lenvie Weekend). The addressable customer base spans Brazilian consumers seeking premium/niche perfumery for personal use and home scenting, plus B2B reseller and implied hospitality/gifting channels; trust is reinforced by Reclame AQUI "Ótima" reputation rating, Yourviews Loja Confiável certification, and collaborations with respected fashion, culture and lifestyle brands.

Name

LENVIE

Legal name

FRI COMERCIO DE COSMETICOS E PERFUMARIA LTDA.

Website

https://lenvieparfums.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

LENVIE Parfums is a privately held Brazilian independent perfumery company that creates and sells 100% authorial, vegan, genderless Eau de Parfums and home fragrance products via its own e-commerce, wholesale ("Atacado"), and emerging boutique channels, with compositions developed in-house by perfumers Fanny Grau and Isaac Sinclair.

Ownership category

akta.pro rank

Product category

Niche Perfumery

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural & Clean Fragrance (CRABADAG)

akta.pro secondary industries

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Luxury Fragrance & Beauty (Designer/Luxe) (CRAKAFAH)

Keywords

• Niche perfumery
• Artisanal fragrances
• Home fragrance
• Body care products
• Scented candles

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct-to-Consumer Product Sales (DTC): One-time online sales of body and home fragrance SKUs (Eau de Parfum 50ml, body mist 100ml, body cream 250g, hand cream 40g, liquid and bar soaps, scented waters 250ml/500ml/1L, reed diffusers 200–250ml, home sprays 100/200/250ml, concentrated oils 20ml, candles 190–250g, wax bars 40g, kits and discovery sets) at prices disclosed on the storefront. Refills (diffuser refills 200–250ml, soap refills 500ml, home-spray refills) create an attached recurring purchase pattern on the same fragrance choice.
2. Wholesale / Atacado Channel: B2B wholesale of LENVIE product assortment to resellers in Brazil via a dedicated 'Atacado' program with its own sales contacts and /p/atacado landing page, generating bulk-purchase revenue.
3. Premium / Boutique Retail Channel: Physical boutique expansion and limited-edition drops in the Brazilian premium perfumery segment, contributing retail revenue alongside the e-commerce business and aligned with industry forecasts projecting Brazil's premium fragrance market to grow 89% to 6.8 billion reais (USD 1.26 billion) by 2027.
4. Referral Program Revenue ('Indique e ganhe'): Customer referral incentive paying R$ 40 per successful referral, designed to lower customer acquisition cost and drive incremental transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

LENVIE Parfums is a Brazilian independent perfumery brand that creates and sells 100% authorial (in-house composed) fragrances across a full body line (genderless Eau de Parfums, body mists, soaps, body and hand creams, perfumed waters) and a complete home line (reed diffusers, scented candles, wax melts, home sprays, concentrated oils, scented waters) plus Discovery Sets and refill formats. Each composition is developed in-house by named perfumers Fanny Grau (PhD in Chemistry) and Isaac Sinclair (Master Perfumer), with products vegan, cruelty-free, carbon-neutral and packaged for refill reuse, sold direct-to-consumer online and through Brazilian wholesale.

Differentiator

Problem solved

Functional benefit

Products and services

• EAU DE PARFUM 50ml (Perfumaria Autoral) Genderless Eau de Parfum range in 50ml glass flacons, comprising 11 numbered authorial fragrances (#001 São Paulo Is Burning through #011 Mango a Gogo) developed in-house across woody, citrus, floral, aromatic, fougère and oriental olfactory families. For Brazilian consumers seeking premium niche perfumery for personal use and gifting.
• Difusores de Perfume (Reed Diffusers) Reed-stick ambient diffusers in 200ml, 220ml and 250ml formats with proprietary refill options (200ml refills last ~2 months). Average diffusion duration of 4 to 6 weeks per fill. For Brazilian households and individuals seeking continuous, flameless home scenting.
• Velas Perfumadas (Scented Candles) Scented candles in 190g, 210g and 250g (tin) formats with up to 35 hours of burn time, across Arabesc, Elementos, Bacio di Latte, Classic and Urban collections. For consumers seeking ambient home scenting and gifting.
• Home Sprays Room fragrance sprays in 100ml, 200ml and 250ml formats for ambient scenting, positioned as more intense than Águas Perfumadas and recommended for combining with candles and diffusers of the same collection. For consumers seeking convenient, spray-format home fragrance with refill support.
• Águas Perfumadas (Scented Waters) Spray-format scented waters designed for fabrics and ambient use, available in 250ml (Splash), 500ml and 1L formats, spanning floral, fruity, oriental, woody and citrus profiles. For consumers who want gentle, fabric-safe home and personal scenting.
• Óleos Concentrados (Concentrated Oils) 20ml dropper-bottle concentrated fragrance oils used with electric or ceramic diffusers, pot-pourri, dry leaves or porous ceramics. Sold individually or in ceramic diffuser kits. For enthusiasts who use ceramic/aroma diffusers for ambient scenting.
• Barras de Cera Perfumadas (Wax Melts) 40g plant-wax melt bars in Figo Ambarado, Magnólia Pacífica, Flor de Laranjeira, Pêssego Oriental and Sunset Rosé fragrances, used with the LENVIE ceramic electric diffuser or a rechaud. Approximately one week of diffusion per tablet, 100% vegan. For consumers who use electric or candle-heated wax diffusers.
• Sabonetes LENVIE (Soaps) Liquid and bar soaps in 200ml, 220ml, 250ml, 350ml and 120g/150g formats enriched with shea butter, formulated for hands and body. Available in Arabesc, Elementos, Urban, Classic, MASP, and PatBo editions. For daily hand and body cleansing with a scent wardrobe aligned to Eaux de Parfum.
• Body Mist 100ml (Essentia collection) 100ml body mists in the Essentia collection, including Framboesa Musk, Capuccino Mocha, Vanilla Oud, and Maracujá Muguet fragrances. For consumers seeking a lighter, spray-format personal fragrance option.
• Cremes para Mãos e Corpo (Hand Cream & Body Cream) Hand creams (40g) and body creams (250g) formulated with shea butter, grapeseed oil and vitamin E, scented with authorial fragrances. Includes LENVIE x Bacio di Latte collab editions inspired by gelato flavors. Dermatologically tested. For consumers seeking scented moisturizing body care.
• Água Perfumada Splash (PatBo collaboration) 250ml Splash-format perfumed waters for body and ambient use, released as part of the LENVIE x PatBo collaboration in three fragrances: Vanilla Bloom, Lotus Garden and Summer Pear. For customers of PatBo and fans of co-branded lifestyle perfumery.
• Experiência Olfativa / Discovery Set Corpo Sampler kit of 10 genderless Eau de Parfums (and an Experiência Olfativa set that includes a 50ml bottle of the buyer's choice). Each 1.8ml vial allows 2–3 applications and is paired with olfactory strips. For consumers who want to sample every fragrance in the Perfumaria Autoral before purchase.
• Discovery Set Casa Sampler kit of 15 to 16 home-fragrance samples in 1.8ml vials covering all Casa authorial fragrances. For consumers who want to identify the ideal ambient scent before buying a full-size diffuser, candle, spray or wax melt.
• Curated Discovery Sets (PANTONE 5-vial; 15-vial; 9-vial personal) Curated fragrance sampler kits. The PANTONE 5-vial set features Pink Peony, Green Fig, Yellow Bergamot, Blue Lotus and Red Vanilla; the 15-vial set spans Arabesc, Elementos and Classic; the 9-vial personal set covers fragrances #001 to #008 plus a choice of #010. For gifting and discovery within specific themes or fragrance families.
• Refis (Refill Program) Refills for the difusor (200ml and 250ml), home spray, and sabonete líquido (500ml). Refil Difusor de Perfume 200ml refills last approximately 2 months and ship with new rattan sticks to ensure full fragrance diffusion. Designed for reuse of the brand's glass packaging. For repeat buyers committed to a fragrance.
• Difusor Elétrico de Cerâmica (Electric Ceramic Diffuser accessory) LENVIE-branded ceramic electric diffuser accessory used to melt wax bars and disperse concentrated oils for ambient scenting. For consumers who use wax-bar or concentrated-oil formats.
• Redoma de Vidro (Tempered Glass Dome accessory) LENVIE-branded tempered glass dome accessory designed for use with candles and diffusers. For consumers seeking premium presentation and protective accessories for their home fragrance setup.
• Fósforos (Matches accessory) LENVIE-branded matches accessory intended for use with the brand's scented candles. For candle consumers seeking a coordinated accessory.

Quantifiable outcome

• Brazil's premium fragrance market projected to grow 89% to R$ 6.8 billion (USD 1.26 billion) by 2027, with niche perfumery growing rapidly
• +4 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered flagship collaboration, core collaboration, minor collaboration, core trust partner, core infrastructure partner and minor partner.

• PatBoflagship collaborationStrategic or Co-development PartnerLENVIE co-developed the 'Jardim Encantado' collection with Brazilian fashion label PatBo, comprising Água Perfumada Splash 250ml (Vanilla Bloom, Lotus Garden, Summer Pear), sabonete em barra 150g and refil difusor 200ml editions. The line features PatBO-specific olfactory profiles (e.g., Lotus Garden — floral, frutal, musk; Vanilla Bloom — woody, ambery, vanilla; Summer Pear — frutado, verde, floral freesia) and is sold via dedicated PatBo landing pages on lenvieparfums.com.
• Bacio di Latteflagship collaborationStrategic or Co-development PartnerLENVIE partnered with Italian gelato-inspired chain Bacio di Latte to produce a co-branded line including Bacio di Latte, Limoncello, Fragola and Pistacchio-scented hand creams, candles (70g and 210g formats) and bath/body products. The collection is highlighted in a dedicated /collabs/bacio-di-latte page and is credited with capturing the 'joy of an Italian afternoon'.
• MASP (Museu de Arte de São Paulo)core collaborationGTM or Marketing PartnerLENVIE offers a MASP co-branded line of sabonetes em barra 120g (Vermelho, Concreto, Cristal) and refil difusor 200ml products, sold through a /collabs/masp landing page, indicating a museum-cultural collaboration.
• Água de Cococore collaborationStrategic or Co-development PartnerLENVIE created a 'Terra do Sol' co-branded product line with Brazilian beachwear brand Água de Coco, including difusor 200ml, sabonete em barra kit, refil difusor and Kit Água de Coco - Terra do Sol bundled kits, available via /agua-de-coco landing page.
• Allumettesminor collaborationStrategic or Co-development PartnerLENVIE lists an 'Allumettes' co-branded collection under /collabs/allumettes, integrated into the colecoes/collabs menu on the storefront.
• Smiley®core collaborationStrategic or Co-development PartnerLENVIE created a co-branded Eau de Parfum 'Energy Place' with the Smiley® brand, with notes 'dançam com a mesma vibração e alegria' of Smiley's visual identity; the fragrance is referenced as part of the authorial body line.
• Reclame AQUIcore trust partnerGTM or Marketing PartnerLENVIE displays and links to its Reclame AQUI 'Ótimo' reputation page (lenvie-parfums) from the storefront footer, using the platform as a third-party trust signal for Brazilian consumers; this functions as a marketing/credibility partnership rather than a commercial channel.
• Yourviews (Loja Confiável)core trust partnerGTM or Marketing PartnerLENVIE integrates Yourviews for verified customer reviews and carries the 'Loja Confiável' certification badge in the storefront footer (service.yourviews.com.br/Image/.../Footer.jpg), linking out to lojaconfiavel.com/lenvieparfums.
• Vnda (e-commerce platform)core infrastructure partnerTechnology or IntegrationLENVIE's storefront at lenvieparfums.com is built on the Vnda e-commerce platform, as indicated by the CDN assets at cdn.vnda.com.br/lenvieparfums and the footer credit 'Vnda - Tecnologia em E-commerce'.
• Wedigiminor partnerImplementation/ SI/ Consulting PartnerWedigi is credited in the storefront footer (wedigi.com.br), suggesting an implementation/digital-services partner supporting the LENVIE storefront.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Natura &Co: Brazilian cosmetics and fragrance conglomerate with portfolio brands (Natura, Avon, The Body Shop, Aesop) selling into the same Brazilian consumer base. Competes with Lenvie for premium/niche shelf space and gifting occasions, but at vastly greater scale and distribution reach.
• O Boticário: Brazil's largest domestic fragrance and cosmetics company, with extensive retail and direct-sales distribution. Comparable as a Brazilian fragrance incumbent competing for the same personal-care gifting and home-fragrance occasions that Lenvie targets through DTC and Atacado.
• Granado Pharmácias: Historic Brazilian pharmacy-turned-perfumery brand offering authorial and heritage fragrances, soaps and home scents across DTC, retail and hotel channels. Comparable as a Brazilian-made, broad-portfolio fragrance house competing for the same premium-Brazilian consumer wallet.

Direct peers

• Gávea Perfumes: Brazilian niche perfumery brand co-named with Lenvie in trade coverage of Brazil's growing niche segment. Operates in the same premium, authorial, made-in-Brazil lane with overlapping target consumer (Brazilian premium/niche buyers) and similar boutique-led distribution model.
• Diptyque: French heritage house built on candles, home fragrances and body care with an expanding Eau de Parfum line. Comparable to Lenvie's Casa category (diffusers, candles, scented waters, wax bars) and overlapping premium gifting positioning.
• Le Labo: Cult niche perfumery brand known for hand-blended, numbered Eau de Parfums and a strong home-fragrance/candle line. Direct analogue to Lenvie's numbered Perfumaria Autoral and Casa ranges, with comparable storytelling around in-house perfumers and refillable formats.
• D.S. & Durga: Independent New York niche perfumery house creating authorial, narrative-driven fragrances plus candles and home scents. Comparable to Lenvie on small-batch authorial perfumery with a strong home category and editorial/collider-brand collaborations.
• Byredo: Global niche perfumery house built on a small, authorial catalog of named fragrances plus candles and body care. Closely comparable to Lenvie on authorial positioning, genderless sensibility, candle/body extensions, and premium pricing.
• Becquer: Brazilian niche perfumery brand explicitly cited in industry coverage alongside Lenvie Parfums and Gávea Perfumes as part of the same wave of independent Brazilian perfumers driving niche growth in Brazil. Directly comparable on authorial positioning, Brazilian origin, and DTC-led distribution.

Emerging players

• Aesop: Premium body, skin and home-fragrance house with a strong in-house perfumery narrative and refill-friendly formats. Comparable to Lenvie on the premium, authorial, design-led tier and on gifting in the body/home fragrance intersection.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about LENVIE