{"id":411334,"date":"2026-06-03T09:59:39","date_gmt":"2026-06-03T12:59:39","guid":{"rendered":"https:\/\/anba.com.br\/?p=411334"},"modified":"2026-06-03T09:59:46","modified_gmt":"2026-06-03T12:59:46","slug":"brazils-natura-taps-arab-perfumery-as-a-strategy","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/brazils-natura-taps-arab-perfumery-as-a-strategy\/","title":{"rendered":"Brazil\u2019s Natura taps Arab perfumery as a strategy"},"content":{"rendered":"\n

S\u00e3o Paulo \u2013 Attraction, confidence, modernity, mystery, sensuality, and elegance. In perfumery, these words represent more than their literal meanings: they are associated with fragrance families and notes that are increasingly linked to a type of scent growing in popularity among Brazilians\u2014\u201cArab perfumes.\u201d One of the latest launches in a market increasingly crowded with imported and domestic options is Essencial Safran, introduced by Natura<\/a> at the beginning of the year.<\/p>\n\n\n\n

In an email interview, Natura\u2019s exclusive perfumer Ver\u00f4nica Kato said that perfume consumption patterns are changing worldwide. Consumers are increasingly valuing rare ingredients and rich traditions in a context where Arab perfumery and \u201copulent\u201d fragrances are gaining prominence.<\/p>\n\n\n\n

\u201cBrazil accounts for a large share of this audience. We\u2019re responsible for around 40% of the global audience for hashtags related to \u2018Arab perfumes\u2019 on platforms such as TikTok, and searches for the term on Google Trends grew by more than 60% in 2025,\u201d Kato said.<\/p>\n\n\n\n

The perfumer describes the characteristics of Natura\u2019s \u201cArab ingredients collection,\u201d which includes Essencial Safran, Essencial Oud, Essencial Oud Vanilla for Women and Men, Essencial Oud Especiaria for Women and Men, and Essencial Mirra. These products feature a high concentration of essential oils and fit into richer, more intense olfactory profiles. Their compositions bear the hallmark of the Brazilian company by combining ingredients from the Arab world with those drawn from Brazil\u2019s biodiversity.<\/p>\n\n\n\n

Essencial Safran for Men, for example, combines saffron and Amazonian ishpink in its heart notes\u2014the stage that emerges after the initial scent fades\u2014and sandalwood and amber in its base notes, which form the foundation of a fragrance. Essencial Oud for Women, meanwhile, blends the sweetness of Bahian vanilla with the intensity of oud wood.<\/p>\n\n\n\n

\u201cOverall, the sensations we seek to convey with this collection are intensity, desire, and sophistication,\u201d Kato says.<\/p>\n\n\n\n

Bringing the two traditions together was the greatest challenge in creating Natura\u2019s fragrances because the company\u2019s goal was not simply to replicate an aroma or concept.<\/p>\n\n\n\n

\u201cWe didn\u2019t want merely to layer ingredients on top of one another, but rather to create a truly distinctive and memorable signature,\u201d she says.<\/p>\n\n\n\n

\u201cThis insight helped us transform the trend into a territory that is genuinely Natura\u2019s. The Essencial brand\u2019s olfactory signature combines some of the world\u2019s rarest ingredients with exclusive ingredients from Amazonian biodiversity, while reinforcing our pioneering role in bringing Arab-inspired fragrances to Brazil by uniting science and our commitment to Amazon sustainability with Arab opulence,\u201d Kato says.<\/p>\n\n\n\n

The creation of these products, the perfumer explains, reflects changes in the habits of Brazilian consumers. Women traditionally preferred floral fragrance families, while men tended to favor classic fresh woody scents.<\/p>\n\n\n\n

Essencial Safran was developed in Dubai, United Arab Emirates, a city that, Kato\u2019s believes, \u201crepresents the contemporary cradle of Arab perfumery, combining centuries-old tradition with luxury and innovation.\u201d<\/p>\n\n\n\n

The company does not disclose market data, but the perfumer points to one figure that reflects the results of the investment. \u201cI can say that Essencial Safran achieved more than 90% consumer approval, which reinforces that we are on the right path to establishing this platform as a permanent and strategic pillar of our portfolio.\u201d<\/p>\n\n\n\n

Read more<\/em>:
Artwork by Brazilian explores fragrances of desert<\/a><\/p>\n\n\n\n

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

Supplied<\/div>","protected":false},"excerpt":{"rendered":"

Natura is developing products that combine consumer trends with ingredients from Brazil\u2019s biodiversity. One of its most recent launches was developed in Dubai.<\/p>\n","protected":false},"author":1455,"featured_media":411317,"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":[48399,36262,1824,56889,54269,10720,11854,31946,56890,25434],"class_list":{"0":"post-411334","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-economy","8":"tag-arab-2","9":"tag-biodiversity","10":"tag-brazilian","11":"tag-essencial-2","12":"tag-fragrances","13":"tag-natura-en","14":"tag-oud-en","15":"tag-perfumes-en-2","16":"tag-safran-2","17":"tag-vanilla"},"wps_subtitle":"Natura is developing products that combine consumer trends with ingredients from Brazil\u2019s biodiversity. One of its most recent launches was developed in Dubai.","_links":{"self":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/411334","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=411334"}],"version-history":[{"count":2,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/411334\/revisions"}],"predecessor-version":[{"id":411336,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/411334\/revisions\/411336"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media\/411317"}],"wp:attachment":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media?parent=411334"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/categories?post=411334"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/tags?post=411334"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}