What Phebo does

Phebo is a Brazilian perfumery and personal care brand founded in 1930 in Belém do Pará and currently operated by Jesmond Comercio Varejista LTDA as part of the Grupo Granado conglomerate. The brand sells perfumes, colognes, eau de toilettes, bar and liquid soaps, refills, and home fragrance products (diffusers, scented candles, room sprays) organized into six named lines: Aromáticos, Ícones, Biblioteca Olfativa, Origens, Tradicional, and Águas de Phebo. Iconic signature fragrances such as Odor de Rosas and Alfazema have defined the brand across generations and anchor a heritage narrative tied to Brazilian and Amazonian raw materials.

The business operates on a direct-to-consumer model with two complementary channels: a company-owned e-commerce platform at phebo.com.br (offering home delivery, next-day express delivery, and in-store pickup) and 9 physical retail stores located in premium shopping malls across São Paulo, Rio de Janeiro, Recife, Salvador, Belém, Belo Horizonte, and Campinas. A distribution center in Seropédica supports fulfillment. The company monetizes primarily through one-time product sales across accessible-premium price points (perfumes R$58.50–R$340, home fragrances R$57.50–R$305), and has begun layering recurring revenue through the Phebo Box bimonthly subscription, which ships 5–6 products (full-size and miniatures) valued above R$300 with a 20% site discount for active subscribers. A cross-brand loyalty program (Clube Fidelidade) shared with Granado incentivizes repeat purchases, and a refill product line supports recurring consumption of soaps and diffusers.

Phebo targets Brazilian consumers seeking quality personal care, fine fragrance, and home ambiance products with national heritage, spanning from accessible bar soaps (from R$3) to premium perfumes. The company does not appear to pursue a B2B or institutional customer base, and select_customers is empty. All known operations are domestic to Brazil, with no disclosed international expansion.

Name

Phebo

Legal name

Jesmond Comercio Varejista LTDA

Website

https://phebo.com.br

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

1–10 employees

Short description

Phebo is a 94-year-old Brazilian perfumery brand selling perfumes, colognes, soaps, and home fragrances through its e-commerce platform, nine physical retail stores across Brazil, and the bimonthly Phebo Box subscription, serving individual Brazilian consumers seeking heritage-led personal care and ambient fragrance products.

Ownership category

akta.pro rank

Product category

Perfumery & Personal Care

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561)

SIC

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

akta.pro primary industry

Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD)

akta.pro secondary industries

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Natural & Clean Fragrance (CRABADAG)

Keywords

• Perfumery products
• Fragrance products
• Personal care
• Home fragrances
• Bar soaps

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices10 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Revenue generated through one-time product sales of perfumes, colognes, soaps, and home fragrances through e-commerce and retail stores.
2. Subscription Box (Phebo Box): Bimonthly subscription service delivering 5-6 products including full size and miniatures, with over R$300 in product value, plus 20% discount on all site purchases during subscription period.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Phebo is a historic Brazilian perfumery brand that manufactures and sells fragrances and personal care products including perfumes, colognes, eau de toilettes, body sprays, liquid and bar soaps, scented candles, room diffusers, and room sprays. The company operates its own e-commerce site (phebo.com.br) and nine physical retail stores across major Brazilian cities, and offers the bimonthly Phebo Box subscription service.

Product overview

Phebo is a Brazilian perfumery brand established in 1930 in Belém do Pará, offering a diversified portfolio of fragrance and personal care products. The core product offering includes Perfumes (100ml), Colônias, Eau de Toilettes, and home fragrance products (Difusores, Velas Perfumadas, Sprays). The personal care line encompasses Sabonetes Líquidos, Sabonetes em Barra, and Refils across multiple product lines. Phebo organizes its offerings into six distinct product lines: Aromáticos (herbal/fresh scents), Ícones (classic signature fragrances), Biblioteca Olfativa (contemporary olfactory library), Origens (globally-inspired ingredients), Tradicional (classic glycerin soaps), and Águas de Phebo (light water-based fragrances). Additional offerings include interactive tools like the Quiz Perfumaria, subscription service Phebo Box, and gift kits. The brand is part of the Granado Group and operates both e-commerce and physical retail locations across Brazil.

Differentiator

Problem solved

Functional benefit

Brands

• Biblioteca Olfativa: A fragrance collection line with contemporary, authentic, and sensory identity
• Águas de Phebo
• Origens
• Tradicional
• Aromáticos
• Ícones
• Phebo Box
• Clube Fidelidade

Products and services

• Perfume Premium perfumes in various fragrance families including woody, floral, and aromatic notes, typically available in 100ml bottles, for individual consumers seeking personal fragrances.
• Colônia Cologne products including traditional colognes, Deo Colônia, and mini roll-on colognes in various sizes for everyday personal fragrance use.
• Eau de Toilette Eau de Toilette fragrances from the Aromáticos line, available in 200ml bottles with herbal and fresh scent profiles.
• Difusor de Ambientes Room diffusers in various sizes (235ml, 250ml, 450ml) and fragrance options for home ambiance.
• Vela Perfumada Scented candles in various sizes (250g, 400g) including ceramic and traditional formats for home fragrance.
• Spray de Ambientes Room spray products for instant ambient fragrance in 150ml, 240ml, and 450ml sizes.
• Sabonete Líquido Liquid hand and body soaps in various fragrance options and sizes (320ml, 450ml, 500ml) across multiple product lines.
• Sabonete em Barra Bar soaps including glycerin bars and traditional bar formats in various sizes and fragrances.
• Refil Refill products for liquid soaps and diffusers, promoting sustainable consumption.
• Kits Gift sets and product bundles combining multiple products across various fragrance lines at promotional prices.
• Phebo Box Bimonthly subscription service delivering 5-6 products including full size items and collectible miniatures, with over R$300 in product value, plus 20% discount on all site purchases during subscription period.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Grupo GranadocoreStrategic or Co-development PartnerPhebo operates as part of Grupo Granado, sharing the same e-commerce infrastructure, customer accounts, and loyalty program. Both brands are managed under the same corporate entity (Jesmond Comercio Varejista LTDA). The companies share distribution centers, customer service operations, and operate under the same privacy policy and terms of service.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• O Boticário: Direct peer — one of Brazil's largest fragrance and personal care brands with a deep multi-category portfolio (perfumes, body care, home fragrance) and a massive franchise retail network. Competes head-to-head with Phebo across perfumery and soaps.
• Quem Disse, Berenice?: Direct peer — Grupo Boticário-owned Brazilian color cosmetics and fragrance brand targeting younger consumers with playful positioning. Overlaps with Phebo on affordable Brazilian fragrance and competes for the same entry-level perfume buyer.
• Jequiti: Direct peer — Brazilian fragrance and personal care brand owned by Grupo Silvio Santos, distributed primarily through direct sales and TV offers. Overlaps with Phebo on accessible perfume and cologne SKUs targeted at mass-market Brazilian consumers.
• Granado: Direct peer — Brazilian heritage pharmacy/perfumery brand founded in 1870, sharing the same Grupo Granado parent, e-commerce infrastructure, customer accounts, distribution centers, and loyalty program. Operates nearly identical product categories (perfumes, soaps, home fragrance) in the same Brazilian market.
• Eudora: Direct peer — Brazilian beauty brand under Grupo Natura operating in perfumery, body care, and makeup via direct sales and e-commerce. Competes with Phebo on accessible Brazilian fragrance and personal care positioning.
• Natura: Direct peer — Brazilian cosmetics and fragrance leader with broad portfolio spanning perfumery, body care, and home ambience. Competes with Phebo across personal fragrance and soaps, with materially larger scale and direct-sales reach.

Emerging players

• Diptyque: Emerging player in adjacent category — French luxury home fragrance and personal care brand (candles, diffusers, scented body care). Comparable to Phebo's Casa line (Difusor, Vela, Spray) on premium home fragrance positioning and lifestyle storytelling.

Broad incumbents

• Jo Malone London: Broad incumbent — global premium fragrance and home ambience brand with overlapping product mix (colognes, bath, candles, diffusers). Comparable to Phebo on premium fragrance storytelling and cross-category personal/home scent portfolio.
• Avon (Natura &Co): Broad incumbent — global mass-market beauty and fragrance brand now part of Natura &Co, with deep Brazilian distribution via direct sales. Overlaps with Phebo on accessible perfume, body spray, and soap SKUs.
• L'Occitane au Brésil: Broad incumbent — French heritage naturals brand with a strong Brazilian retail footprint and similar ingredient-led storytelling (herbs, florals). Competes with Phebo in premium natural fragrance, soaps, and home ambience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCXK6DvGJ77qY6VUGFxkPXtg
• Facebookfacebook.com/perfumariaphebo
• Instagraminstagram.com/perfumariaphebo
• Pinterestbr.pinterest.com/phebo
• TikToktiktok.com/@phebobrasil
• LinkedInlinkedin.com/company/phebo

Revenue estimate

Valuation estimate

Number of profiles

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 Phebo