THE STORY OF GRANADO

THE STORY OF PHEBO

TIMELINE

GRANADO|PHEBO'S COMMITMENTS

OUR INGREDIENTS

Brazil’s Oldest Pharmacy

Granado, Brazil’s oldest pharmacy, first opened its doors in 1870 in Rio de Janeiro. The owner of the apothecary, the Portuguese José Antonio Coxito Granado, produced remedies, cosmetics and other products made from plants, herbs and native flowers of Teresópolis, a mountainous region near Rio de Janeiro, where he had a small farm. Dedicated to cultivating and discovering local natural solutions to ailments, the company also compiled the first official register of Brazilian medicinal plants and herbs.

Official Pharmacy Of The Brazilian Imperial Family

The high quality, the efficacy of the company’s products combined with the dedication of the owner to innovation and discovery of new and unique remedies in an unfamiliar country resulted in Granado soon receiving the title of the Official Pharmacy of the Brazilian Imperial Family.
In 1903, João Bernardo Granado, brother of José Antonio Coxito, created the Antiseptic Powder, the company’s oldest and one of its most treasured products. Its formula, a treatment for ailments and comfort of the feet, approved by famous physician and bacteriologist Oswaldo Cruz, remains unchanged and highly efficient even today. Other emblematic products in the company’s portfolio include the 100% vegetable-based glycerine soaps, first launched in 1916.
During the Republican period, Granado maintained its status and gained many influential fans, including the jurist Rui Barbosa and abolitionist José do Patrocinio, further consolidating its stellar reputation.

Financial Strengh And Constant Growth

The pharmacy expanded quickly, acquiring and building factories, and the first Granado store opened in 1917 in the heart of Rio de Janeiro, in front of the Imperial Palace, where it is still in operation even today.
Besides creating innovative formulae for medicines and remedies, José Antonio Coxito Granado also published a number of documents related to the pharmaceutical sector. During the years 1887 to 1940, he edited the annual publication 'Pharol da Medicina', in which he informed doctors, pharmacists and the public about the new products from his pharmacy. In 2007, a modern version of the Pharol was published with an ambition in line with its original purpose: to promote innovation in the Granado product lines.
In 1994, English entrepreneur Christopher Freeman acquired Granado from the last remaining member of the Granado family, leading the company through a process of simultaneous modernization and reconnection with its traditions.
In 2004, Phebo, the country’s first luxury perfumery launched in the 1930s in Belem, Para (Amazon region) and an iconic brand cherished by generations of Brazilians, was incorporated into the company.
Following the vision of the owners of Granado, an ongoing process is in place to distill new life into these traditional brands, maintaining their historical DNA while at the same time making them relevant in today’s world. The company is very proud and honored to continue to enjoy recognition from our loyal customers as one of Brazil’s finest examples of success, quality and innovation in the segments of health, hygiene, cosmetics, perfumes and personal care.

Concept Stores Characterized by Xixth Century Pharmacies Atmosphere

The Granado Concept Store Project was implemented in 2005 with the opening of its first renovated flagship store in Rio de Janeiro's Centro – at the pharmacy's original address.
The design incorporated displays of original mortars, scales, packaging and advertisements from the original Granado pharmacies and factories, which gave the store a sense of history and evokes its centennial tradition.
Exposed brick walls and subtle, warm lighting recreated the ambiance of the nineteenth century pharmacies. A reinterpreted original table was placed at the entrance exposing new creams, lotions and soaps. All flagship stores follow this same design concept even today.
Available exclusively in all our concept "museum" stores, currently roughly 60 spread out across Brazil, are our lesser-known, exclusive lines such as the Vintage range which is a re-edition of historical fine perfumery products and formulas as well as specific dermo-cosmetic treatments where trained professionals guide our customers to the best solution for their needs.

Granado Iinternational

In 2013, at the invitation of the prestigious Parisian department store Le Bon Marche Rive Gauche, Granado entered the European market. With a prominent, personalized corner in the world’s most exclusive and unique luxury flagship store of the world, the brand gained instant visibility amongst the select clientele of the Bon Marche without compromising its niche image.
Granado France, the first subsidiary of the company in Europe, was created in the same year in order to attend to premium boutiques, such as Eva Villar, Aegon & Aegon, Ines de la Fressange, the Webster, etc. who had all discovered the brand through the Bon Marche and were interested in including it in their portfolio
In 2016, the Spanish beauty and fashion giant Puig invested in Granado, obtaining a minority share in the company, and a few months later in 2017, Granado opens its first store in Lisbon, Portugal, at the « Casa Pau Brasil », a charming palace in the centre of the city showcasing a selection of high-end luxury Brazilian brands, in the segments of fashion, gastronomy and design.
Today, given the growing success of both the Granado and the Phebo brands in Europe, the company is extending its presence internationally, starting with a flagship store in Paris scheduled to open end-2017 in St Germain. On online store where a selected portfolio of its products will be available for international consumers starting October 2017.

The Beloved Brazilian Perfumary

Around 1930, the Portuguese cousins Antonio and Mario Santiago founded Phebo in Belém, a city in the heart of the Amazon region in the north of Brazil, with the vision of creating a range of exclusive, high quality, fine cosmetics and perfumes using local ingredients. Their ambition was to create an exclusive, premium brand, as good as if not better than, the prestigious European brands that dominated the luxury beauty market at the time.
The name Phebo - the Greek god of the sun - was carefully chosen for the brand, to symbolize the birth of this new era in Brazilian perfumery.

A National Treasure

The high quality, the efficacy of the company’s products combined with the dedication of the owner to innovation and discovery of new and unique remedies in an unfamiliar country resulted in Granado soon receiving the title of the Official Pharmacy of the Brazilian Imperial Family.
In 1903, João Bernardo Granado, brother of José Antonio Coxito, created the Antiseptic Powder, the company’s oldest and one of its most treasured products. Its formula, a treatment for ailments and comfort of the feet, approved by famous physician and bacteriologist Oswaldo Cruz, remains unchanged and highly efficient even today. Other emblematic products in the company’s portfolio include the 100% vegetable-based glycerine soaps, first launched in 1916.
During the Republican period, Granado maintained its status and gained many influential fans, including the jurist Rui Barbosa and abolitionist José do Patrocinio, further consolidating its stellar reputation.

The Renaissance Of Phebo

The renaissance of Phebo required a multifaceted approach. With its heritage rooted firmly in the uniqueness of its perfumes, particular focus was given to developing singular and striking fragrances. This strategy resulted in the creation of distinctive and unexpected scents such as the Isabela Capeto perfume, the Amir Slama eau de cologne and a variety of other products that are today present in the portfolio of the brand.
In parallel, the visual identity was updated and modernized. The rose illustration, the icon of Phebo, was redesigned and vibrant colors were chosen for the packaging to evoke simultaneously both the explosion of scents in Phebo products and the bright colors of flora and fauna that startles and enchants in the dark lushness of the Amazonian forest.
The Phebo brand today appeals to its customers more than ever, with a wide range of products: liquid and bar soaps, deodorants, moisturizers, hand creams, colognes, perfumes, scented candles, ambiance diffusers, bath salts and makeup. A favorite across generations, Phebo continues to enjoy its status as one of Brazil’s most iconic brands.

On Top Of The
Most Respected Beauty Brands Of The Brazilian Market

The high quality, the efficacy of the company’s products combined with the dedication of the owner to innovation and discovery of new and unique remedies in an unfamiliar country resulted in Granado soon receiving the title of the Official Pharmacy of the Brazilian Imperial Family.
In 1903, João Bernardo Granado, brother of José Antonio Coxito, created the Antiseptic Powder, the company’s oldest and one of its most treasured products. Its formula, a treatment for ailments and comfort of the feet, approved by famous physician and bacteriologist Oswaldo Cruz, remains unchanged and highly efficient even today. Other emblematic products in the company’s portfolio include the 100% vegetable-based glycerine soaps, first launched in 1916.
During the Republican period, Granado maintained its status and gained many influential fans, including the jurist Rui Barbosa and abolitionist José do Patrocinio, further consolidating its stellar reputation.

Immersion In The Heart Of Amazonia

Always working to be closer to their customers and showcase the sophistication and Brazilian DNA that define Phebo products.
The stores are created to convey the special atmosphere that prevails in the Amazon rainforest.