Fragrance house

Quem Disse Berenice

Quem Disse, Berenice? was launched by Grupo Boticário in August 2012 as a makeup-focused brand whose initial offer also included fragrances and accessories. Its name was conceived as a slogan questioning rigid beauty rules, and its identity centers on choosing one’s own way of being and using beauty through experimentation, color, and freedom from fixed conventions. For the launch, Santa Clara developed the name, logo, visual language, positioning, and narrative, shaping communication around inclusion, authenticity, and individual expression. In 2015, the brand extended that anti-rule idea beyond makeup to broader social expectations placed on women, using a campaign built around crossing out restrictive “no” statements. Fragrance was present from the beginning: OSMOZ reported 12 launch fragrances inspired by colors, with names and concepts connected to color-related stories. In 2025, Grupo Boticário placed Quem Disse, Berenice? products in O Boticário stores and catalogues while retaining the brand’s own channels. That year’s QDB HITS campaign revisited established products through consumer feedback and placed the brand’s community at the center of its narrative.