New Brand

New Brand is a Brazilian fragrance house established in 1994, operating within the South American mass-market perfumery sector that expanded rapidly through the 1990s. Based in Brazil, the company specialises in producing affordable interpretations of popular international fragrance styles — fresh aquatics, floral feminines, and woody masculines — that give Brazilian consumers access to recognisable scent profiles at modest price points. The brand is particularly known in fragrance communities for creating inspired-by alternatives to luxury classics, positioning itself as a budget-conscious entry point. Releases such as Prestige Pour Homme and various flankers have built a following among consumers who prioritise longevity and projection on a limited budget. New Brand distributes widely through Brazilian retailers and online channels, and some products have reached European and North American markets through grey channels and discount perfume retailers. The house represents the pragmatic, volume-focused tier of South American perfumery that keeps affordable fragrance within reach of a broad consumer base.