Quem Disse Berenice
Beauty that breaks the rules.
Quem Disse, Berenice? — a name that translates roughly as "Who said, Berenice?" — was launched in 2012 by Grupo Boticário as a boldly irreverent addition to the Brazilian beauty market. The brand arrived as a direct challenge to the idea that well-made cosmetics and fragrance must command high prices, offering an extensive portfolio of makeup, nail polishes, and perfumes at genuinely accessible price points without sacrificing creative ambition. The brand's aesthetic is playful and inclusive, celebrating personal expression and the refusal to be boxed in by conventional standards of beauty. Its fragrance line shares this spirit, with compositions designed to appeal to a broad, younger demographic seeking self-definition through scent. Since its launch it has expanded dramatically, becoming a recognised presence in both standalone retail and within the wider Boticário distribution network. As part of Grupo Boticário — one of the largest cosmetics conglomerates in Latin America — Quem Disse, Berenice? benefits from significant research and development infrastructure while maintaining its distinct, rule-breaking personality within the portfolio.
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.
