Heritage
A house, in its own words
The brand took shape in 2012, created by Grupo Boticario, one of Brazil's largest cosmetics manufacturers. The choice of name was deliberate and culturally resonant. 'Quem Disse Berenice?' references the famous Brazilian standard popularized by singers like Nora Ney and later by Maysa, a song that explored themes of rebellion and self-determination through the character of Berenice. By adopting this phrase, the brand signaled its intent to question established beauty conventions from its inception. The brand operates within a corporate structure that spans multiple beauty categories, yet maintains its own distinct identity and creative direction. The fragrance collection began with initial releases in 2012, establishing a playful, accessible approach to scent that characterized the brand's early years. Over the following years, the brand expanded its olfactory portfolio steadily, with particular activity in 2018 when multiple fragrance launches occurred. The brand has maintained its commitment to cruelty-free practices throughout its growth, earning certification from Cruelty Free International.
Quem Disse Berenice operates from a foundation of questioning and provocation. The brand explicitly invites consumers to challenge what beauty conventions dictate, positioning itself as an alternative to prescriptive approaches in the cosmetics industry. The name itself embodies this philosophy, posing an open question rather than offering definitive answers. This approach extends to the fragrance development process, where the brand reportedly prioritizes emotional resonance and personal expression over rigid adherence to traditional fragrance categories. The brand's Portuguese name and Brazilian origins inform its character, drawing on a cultural tradition where music, emotion, and self-expression intertwine. Rather than positioning fragrances as luxury accessories, Quem Disse Berenice treats scent as a form of personal declaration. The brand's messaging suggests an intent to make beauty concepts more fluid and inclusive, encouraging wearers to define their own relationship with fragrance.