Heritage
A house, in its own words
Jequiti emerged in 1999 as a subsidiary of Grupo Silvio Santos, the media conglomerate founded by the television entrepreneur Silvio Santos. The group chose to expand into personal care by creating a brand that could be sold through a network of independent consultants, a model that mirrored the company’s earlier success with household products. Early on, Jequiti focused on affordable cosmetics, but by the mid‑2000s it added a dedicated fragrance line, launching its first perfume collections in 2007. The brand quickly built a reputation for frequent releases, often tying new scents to popular Brazilian personalities; for example, the 2017 launch of Portiolli Red celebrated the television host Gugu Portiolli, while the 2023 Privé Homme Special was marketed alongside a limited‑edition campaign. In 2015 Jequiti entered the licensed‑character market with Monster High Frankie Stein, showing its willingness to blend pop culture with scent. The company’s growth has been supported by a robust consultant community, which reported more than 150,000 active sellers by 2022. Over the years, Jequiti has opened a modern production facility in São Paulo, allowing it to control formulation and packaging in‑house. The brand celebrated its 20th anniversary in 2019 with a series of retrospectives that highlighted its evolution from a basic cosmetics line to a diversified fragrance portfolio that now includes niche‑inspired releases such as Fléus Orchidée (2024). Jequiti positions scent as a daily ritual that should be within reach of anyone who enjoys fragrance. The brand’s creative brief emphasizes Brazilian identity, encouraging perfumers to draw on local flora, coastal breezes, and urban energy. It seeks to democratize perfume by offering a rotating catalogue that lets consultants and customers explore new olfactory stories without a long‑term commitment. Sustainability appears in its statements, with Jequiti pledging to source ingredients responsibly and to reduce packaging waste where possible. The company also promotes empowerment through its sales model, presenting the consultant role as a pathway to entrepreneurship. By combining frequent launches with a community‑driven approach, Jequiti aims to keep the scent experience fresh, personal, and socially connected.