Fragrance house

Hinode

Hinode was founded in 1988 by Francisco and Adelaide Rodrigues, beginning with a small cosmetics line made in the family garage in São Paulo. The company formally adopted network marketing in 2008 and expanded from its family origins into an international beauty and wellness group, launching the Hinode and HND brands and opening in markets including Colombia, Peru, Ecuador, Bolivia, Mexico, Chile and Paraguay. Its stated identity combines entrepreneurship with consultant education and social-impact initiatives, presenting business opportunity as a way for people to transform their lives. Hinode has remained a Rodrigues family business while professionalizing its governance: in 2021, the family moved from day-to-day operations to the board as hired executives took over management. Fragrance is the company’s flagship category. Empire received ABIHPEC’s Best Perfumery Creation award, while Inebriante won Atualidade Cosmética’s 2018 Best Olfactory Creation and Latin American Men’s Fragrance awards. In 2024, Vibez! for Her and Empire Icon received further Atualidade Cosmética recognition.