Hinode

Hinode Group is a Brazilian beauty and personal-care company founded in 1988 in São Paulo by Francisco and Adelaide Rodrigues, who began by mixing and packaging cosmetics in their family garage and selling them door-to-door. Over three decades the operation grew into one of Latin America's largest direct-sales personal-care groups, with a network of resellers that the company reports in the millions and operations across more than a dozen countries. Fragrance is a central category. The Hinode catalog runs to several hundred references — eau de parfum and eau de toilette, men's and women's, often presented as accessibly-priced interpretations of well-known designer scents — and forms the bulk of the group's revenue alongside skincare, makeup and supplements. The company remains family-controlled, headquartered in São Paulo, and continues to expand through its multi-level direct-sales structure across the Americas.