Jequiti
Fragrances created by the world's finest perfume houses
Jequiti was founded in 2006 by Íris Abravanel, wife of media mogul Silvio Santos, in São Paulo. The brand operates through direct sales — a model borrowed from Avon and Natura — and is tightly integrated with SBT, the television network also owned by the Santos family. Its catalog draws on the same accessible, mass-market Brazilian sensibility as its larger competitors: fruity florals, fresh citrus colognes, and light orientals designed for everyday wear in a hot climate. The fragrance line is substantial in volume and primarily targets mid-to-lower-income Brazilian households. Jequiti consultants sell through personal networks amplified by broadcast promotions, blending television marketing with ground-level direct sales. The brand has expanded into skincare and cosmetics, but fragrance remains its most visible category. It occupies a tier just below O Boticário in brand aspiration within the Brazilian direct-sales landscape.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
