Fragrance house

Sorry Not Sorry

Sorry Not Sorry is a Brazilian fragrance and cosmetics company operating under the trade name of SNS Indústria e Comércio Ltda., registered on 3 June 2024. Publicly launched in December 2024 as a Brazilian niche fragrance house, it was founded by perfumer Pedro Kimo, who is listed as the company’s partner-administrator. The brand presents itself as an independent, collective project built around boldness, experimentation, collaboration and authenticity, treating scent as an artistic form of memory and emotional expression. Its creative references include contemporary art, urban culture, behavior and everyday situations shaped by contrasts between the expected and unexpected. The opening Genesis group comprised Wonderblu, Can I Call U Rose? and Nostalgic Velvet, with the launch presentation spanning fresh and meditative, fruity and energizing, and incense-led directions. Later fragrances were organized under the Renascimento collection, including Terracota, listed as a 2026 release.