Fragrance house

In The Box

Founded in Brazil in 2016 by entrepreneur Fellipe Russo, In The Box began selling fragrances in 2017 and gained greater visibility from 2018 as online fragrance-review channels expanded. Its concept emerged after Russo abandoned plans to import international high-perfumery brands because of exchange-rate, importation, and contractual obstacles; he then studied perfumery and created fragrances inspired by established international perfumes, including niche references, alongside original scents. Russo remains identified as the founder and creative director, with responsibility for the brand’s conception, packaging, content, and perfumes in collaboration with perfumers. In 2019, In The Box launched Match of Senses, its first conceptual and authorial line, built around synesthesia and fragrances designed for layering. Three of its four submitted fragrances became finalists for the Atualidade Cosmética awards that year; Fusion Énigmatique won Best Women’s Fragrance in Latin America, while Omnia IV placed second for Best Men’s Fragrance. As of 2025, the trademark is stated to belong to Grupo Gajah Parfums Comércio de Perfumaria & Cosméticos Ltda.