Fragrance house

Phebo

Phebo was founded in 1930 in Belém, Pará, by Portuguese cousins Antonio and Mario Santiago. They named the brand after Phebo, the Greek god of the Sun, connecting its identity with a new era of Brazilian perfumery. Its first product was Odor de Rosas soap, introduced in 1930 and credited as Brazil’s first commercial perfume. In 1946, Phebo launched Seiva de Alfazema after Mario Santiago encountered lavender in the Swiss Alps; the cologne helped popularize lavender-based perfumery in Brazil. After periods under multinational hygiene companies, Phebo was incorporated into Granado in 2004 under Christopher Freeman’s leadership. A 2007 repositioning recovered elements of its historical identity, while a later visual renewal emphasized the rose symbol, oval emblem, Brazilian roots, and vibrant colors. From 2018, the fragrance line was reorganized as Biblioteca Olfativa, presenting each scent through a concept and story. In April 2026, Phebo products left Granado stores as the brands adopted separate retail identities, alongside a reformulated Biblioteca Olfativa. Its public creative identity draws on Brazilian and Amazonian cultural references and local nature.