Fragrance house

Jequiti

Jequiti was officially founded on October 4, 2006, by Brazilian presenter and entrepreneur Silvio Santos and belongs to Grupo Silvio Santos, whose activities combine cosmetics, entertainment, and the encouragement of entrepreneurship. The group’s earlier cosmetics and perfumery venture, Chanson, launched in 1976 but ceased operations two years later. Jequiti’s identity is tied to Silvio Santos: its cheerful, playful character and blinking visual motif were inspired by him. In fragrance, the brand is particularly associated with celebrity-linked perfumes. It began this expansion with a Fábio Jr. duo launched at the end of 2008, while its materials describe celebrities participating in the creation and development of their own fragrances and products. The Patricia Abravanel fragrance line is identified as one of Jequiti’s bestsellers and as having set sales records since 2015, making it a prominent example of the brand’s celebrity-perfumery model.