B.U.

B.U. is a personal care and fragrance brand launched in 1996 by the Sarantis Group, a major Greek consumer goods company with pan-European distribution. The brand name is a playful contraction of 'be you', positioning the range around self-expression, mood, and everyday lifestyle rather than sophistication or luxury. B.U. targets a young, primarily female demographic across Central and Eastern Europe, where Sarantis has strong retail penetration. The catalogue spans body mists, eau de toilettes, and shower ranges in sweet, fruity, and floral registers that follow mainstream commercial trends without attempting to set them. B.U. represents the accessible end of European mass-market fragrance: colourful, undemanding, competitively priced, and reliably distributed through drugstores and supermarkets across the Sarantis footprint.