Fragrance house

Niina Secrets

Niina Secrets grew from Bruna Santina Martins’s online beauty presence. Martins created her YouTube beauty channel in 2010 and launched the Niina Secrets blog in February 2011, using a name already associated with her. In 2020, this creator identity became a commercial cosmetics line through a partnership with Eudora, built around her internet-based beauty and makeup content. The line is co-created with Eudora within Grupo Boticário and spans makeup, perfumery, and skincare. Martins’s creative role extends beyond naming: product development has been shaped by followers, creators, consumers, and brand representatives, with room for her to create and co-create. In 2024, a commemorative collection marked her 30th birthday, during a phase in which growing the brand beyond her identity as an individual creator was an explicit goal. Its fragrance offering includes Niina Secrets Bloom, a Floral Fine fragrance built around white flowers, tuberose, peach, sandalwood, and woods.