Fragrance house

Giovanna Baby

Founded in 1974 by Jeanette Kupfer, publicly known as Giovanna Kupfer, Giovanna Baby began as a children’s clothing brand. It moved into cosmetics after a fragrance created to scent its São Paulo store attracted consumers and was commercialized as Classic cologne. By the 1980s, the business had grown into a larger retail and franchising operation and introduced the body-splash concept in Brazil. Giovanna Fábrica, the company that manufactured its products, entered bankruptcy in August 1997, after which the brand was sold. In the early 2000s, it was acquired by Pro Nova, previously known as Nasha. On 12 May 2010, the Giovanna Baby trademark was auctioned and acquired by Notec Brasil, which reintroduced the brand to the national market. Its identity combines maternal comfort, children’s care, and fragrance, while its portfolio expanded into broader personal-care categories. Giby was relaunched in 2014, followed by GB Premium in 2017, extending the brand into personal-care and home products. Classic is characterized as a lavender-led floral cologne with rose, jasmine, muguet, sandalwood, and musk; the brand’s 1974 children’s perfume concept crossed generations and remained a reference in Brazilian perfumery.