Fragrance house

Feito Brasil

Feito Brasil was founded by Lena Peron on 1 May 2004 as CASA feito brasil, growing from her interest in cosmetics and her aim to build an artisanal, natural and sustainable business rooted in Brazilian culture and biodiversity. After leaving her earlier company in 2011, Peron took over Feito Brasil, and her son Giulio joined her in 2012. The death of her son Filipe, an early family participant, gave the business a deeper family purpose, expressed in a mission to welcome, delight and inspire people. The brand’s identity combines artisanal cosmetics with Brazilian cultural expression, biodiversity, sustainability, human values and women’s empowerment. Its collections draw on Brazil’s regions, biomes, cultural traditions and native raw materials; its current positioning also includes vegan, sustainable niche perfumery. In 2013, Feito Brasil became the first Brazilian company to enter Sephora Brazil’s e-commerce and physical stores. It received the WEPs Brasil award in 2014 and the ABIHPEC Beleza Brasil Entrepreneurship award in 2015, with later recognitions for sustainability, innovation and design.