Fragrance house

HERBISSIMO

Herbíssimo is part of Dana’s corporate lineage, whose history began in Barcelona in August 1932 with Tabu cologne; the brand itself has spent more than four decades in Brazil’s deodorant market. Dana later acquired Herbíssimo, and in 2017 transferred its controlling interest to Jayme Garfinkel, the controlling shareholder of Porto Seguro. In 2026, Herbíssimo introduced a rebranding spanning its visual identity, packaging, formulas, applicators, and communication, broadening its focus toward personal and body care. The creative direction retained and repositioned the historical leaf symbol while adopting a lighter, more humorous voice around the concept “Ative seu Modo Poderosíssimo.” Herbíssimo’s fragrance-related legacy is tied to nature-inspired eau de colognes and, especially, its cream deodorants, including the dark-green Tradicional pot with its mild herbal aroma.