{"id":394963,"date":"2025-09-09T10:28:36","date_gmt":"2025-09-09T13:28:36","guid":{"rendered":"https:\/\/anba.com.br\/?p=394963"},"modified":"2025-09-09T10:28:39","modified_gmt":"2025-09-09T13:28:39","slug":"arab-perfumes-shine-at-brazils-beauty-fair","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/arab-perfumes-shine-at-brazils-beauty-fair\/","title":{"rendered":"Arab perfumes shine at Brazil\u2019s Beauty Fair"},"content":{"rendered":"\n

S\u00e3o Paulo \u2013 A few years ago, Arab perfumes were just a small part of the vast universe of foreign fragrances available in Brazil. That reality is now behind us and is set to change even further. A clear demonstration of this is the Perfume Sector at the Beauty Fair, taking place through Tuesday (9) at Expo Center Norte in S\u00e3o Paulo, with dozens of Middle Eastern brands exhibiting\u2014some making their debut, others already established but presenting new releases.<\/p>\n\n\n

\n
\"Moraes,
Moraes, from Juno, showcases Hamidi perfumes<\/figcaption><\/figure>\n<\/div>\n\n\n

Some Arab perfume names have already made their mark in the minds of Brazilians, but judging by the latest announcements from importers and distributors, consumers will still face a flood of new products to discover and evaluate. Experts believe that the country\u2019s taste for Oriental fragrances is not temporary\u2014it\u2019s here to stay, though the market itself will determine which ones endure.<\/p>\n\n\n\n

Juno Importadora is one of the Arab perfume exhibitors at Beauty Fair, energizing the sector with new releases. The company imports Armaf fragrances by the Sterling Parfums Group, based in the United Arab Emirates, and in addition to bringing new perfumes from this brand to Brazil for launch at the S\u00e3o Paulo fair, it is also presenting Hamadi fragrances by the same group.<\/p>\n\n\n

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\"Samir
Samir Jaber with Julia de Biase at the booth<\/figcaption><\/figure>\n<\/div>\n\n\n

According to Juno\u2019s Training and Development Manager, Samaritana Moraes, sales at the fair have exceeded expectations, the launches have been very well received, and Hamidi\u2019s performance has surprised. \u201cHamidi is an alcohol-free line, and people are usually a bit resistant to that, but it\u2019s being very well accepted,\u201d she said. The perfumes are water- and essential-oil-based, and halal, meaning suitable for Muslim use. But the manager noted that the acceptance has come from the general public.<\/p>\n\n\n\n

Another Arab perfume brand that is already part of the Brazilian imagination and brought new releases to the fair is Lattafa. Importing firm Rebaj, owned by businessman Samir Jaber and present as an exhibitor at Beauty Fair, will bring Lattafa perfumes to Brazil. He already imports the Maison Alhambra and Ard Al Zaafaran lines by the Lattafa Group and will now import perfumes under the group\u2019s own flagship brand, Lattafa. \u201cIt seems that Lattafa has entered most people\u2019s hearts, and that\u2019s why I see a bright future for our project, for this brand, and for other brands we\u2019re also considering bringing,\u201d he said.<\/p>\n\n\n

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\"Pestana:
Pestana: Lattafa\u2019s new releases at World Scents<\/figcaption><\/figure>\n<\/div>\n\n\n

Another company present at the fair with Lattafa is importer and distributor World Scentz, which works exclusively with Arab perfume brands. \u201cWe see a strong and growing trend, likely over the next five years, in the consumption of Arab perfumery in Brazil,\u201d says Aurora Mirian Pestana from World Scentz\u2019s Marketing department. The company showcased two new fragrances by Lattaffa at the fair: Eclaire Banoffi and Eclaire Pistache. \u201cThese\u2019re gourmet fragrances, which are becoming trends for 2025 and 2026\u2014sweeter scents inspired by desserts,\u201d says Pestana.<\/p>\n\n\n\n

Businesswoman Julia de Biase, who owns a store selling perfumes and other Arab products in the Jardins district of S\u00e3o Paulo, was also present at Beauty Fair. At her store, she sells Lattafa Group perfumes such as Maison Alhambra and Ard Al Zaafaran, along with a range of fragrances from Bahrain, Saudi Arabia, and the UAE, as well as her own brand called Al Zahra. Biase began working with Arab perfumes before the current global trend, having made her first import in 2013. \u201cWhen they first arrived in Brazil, I remember people had never even heard of Arab perfumery,\u201d she recalls. Her store, now called Al Ward, opened about two years later and now offers a wide selection of Oriental fragrances.<\/p>\n\n\n

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\"Marcia
Marcia SantAna next to Lou de Pre perfume<\/figcaption><\/figure>\n<\/div>\n\n\n

One of the companies with extensive experience in Arab perfumes is BR Brand Import. The company imports and distributes Khadlaj and Style & Scents perfumes, as well as Lou de Pre by Polish group La Rive, also inspired by Middle Eastern culture. The company\u2019s consultant, Marcia SantAna, believes Arab perfumes have done so well in Brazil because it is a tropical country, where people enjoy bold, long-lasting fragrances with strong projection. \u201cWe don\u2019t just wear a perfume for ourselves\u2014we like to show we\u2019re wearing it, and Arab perfumery is exactly that because it offers highly concentrated perfumes,\u201d says SantAna.<\/p>\n\n\n

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\"Isper
Isper com recepcionistas do estande Mawwal<\/figcaption><\/figure>\n<\/div>\n\n\n

One of the new Arab perfume companies exhibiting at Beauty Fair is Mawwal Arabia, founded in Dubai, UAE, last year. The company arrived in Brazil in January and unlike most brands, instead of working through distributors, established itself in S\u00e3o Paulo to explore the Brazilian market with its own branches. The company sells its products through digital platforms, retail networks, and door-to-door via sales consultants, according to CMO Paulo Isper. He explains that door-to-door sales have evolved over the years, and the consultants now have their own digital channels. \u201cThey\u2019re not just salespeople; they\u2019re brand ambassadors,\u201d says Isper.<\/p>\n\n\n

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\"Fernandes
Fernandes sprays Al Haramain perfume<\/figcaption><\/figure>\n<\/div>\n\n\n

Bio Company is also showcasing new Arab perfumes at its booth at Beauty Fair. The importer and distributor works with Al Haramain and launched Al Khaleej perfumes at the fair, both from Dubai, UAE, while also handling other international non-Arab brands. \u201cAl Haramain is a very traditional Arab brand with a long history; it didn\u2019t come out of this trend\u2014it has existed since 1970,\u201d says Bio Company director Claudia Fernandes, referring to the brand, which offers premium perfumes sold in luxury perfumeries. Al Khaleej, on the other hand, has a more modern profile.<\/p>\n\n\n

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\"Bacchi
Bacchi among Arab perfumes: a growing market<\/figcaption><\/figure>\n<\/div>\n\n\n

A major distributor in the segment, entrepreneur Igor Bacchi has noticed that the consumption of Arabic perfumes is still growing in Brazil. However, he believes that the national market will retain only those perfumes that are true brands\u2014ones with established branding and the ability to set trends. Bacchi is the general director of BIM Distribuidora, which handles 120 perfume brands, including the major international references in the segment. Arab brands distributed by BIM include Riffs, Nusuk, Al Wataniah, Orientica, Armaf, Maison Alhambra, and Ard Al Zaafaran. \u201cIt\u2019s still a growing market. Brazil is a continental country, and trends don\u2019t reach all regions at the same time,\u201d he told ANBA about Arab perfumes, highlighting the ongoing potential of this market.<\/p>\n\n\n\n

Read more<\/em>:
New ARMAF perfumes launched in Brazil<\/a><\/p>\n\n\n\n

Translated by Guilherme Miranda<\/strong><\/p>\n

Supplied<\/div>
Isaura Daniel\/ANBA<\/div>
Divulga\u00e7\u00e3o<\/div>
Isaura Daniel\/ANBA<\/div>
Isaura Daniel\/ANBA<\/div>
Isaura Daniel\/ANBA<\/div>
Isaura Daniel\/ANBA<\/div>
Isaura Daniel\/ANBA<\/div>","protected":false},"excerpt":{"rendered":"

New fragrance launches from established brands, new players in import and distribution, and more companies entering the segment. The presence of Arab perfumes at the Beauty Fair showed that this market is still booming in Brazil.<\/p>\n","protected":false},"author":1455,"featured_media":394937,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[91],"tags":[50007,54279,36043,9534,9621,2092,30691,54234,31946,9579],"class_list":{"0":"post-394963","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-economy","8":"tag-arab-perfumes","9":"tag-armaf-2","10":"tag-beauty-fair","11":"tag-brazil-en","12":"tag-dubai-en","13":"tag-fair","14":"tag-feira-en-2","15":"tag-lattafa-2","16":"tag-perfumes-en-2","17":"tag-uae-en"},"wps_subtitle":"New fragrance launches from established brands, new players in import and distribution, and more companies entering the segment. The presence of Arab perfumes at the Beauty Fair showed that this market is still booming in Brazil.","_links":{"self":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/394963","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/users\/1455"}],"replies":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/comments?post=394963"}],"version-history":[{"count":0,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/394963\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media\/394937"}],"wp:attachment":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media?parent=394963"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/categories?post=394963"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/tags?post=394963"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}