Turma da Mônica Cebolinha
Eau de Parfum
Jequiti
Statement
Jequiti
Brazilian direct-sales fragrance brand under Grupo Silvio Santos with a large, celebrity-heavy catalog.
About Jequiti
Jequiti is a Brazilian cosmetics and fragrance brand created in 2006 as part of Grupo Silvio Santos, the business conglomerate founded by television presenter and entrepreneur Silvio Santos. The company operates on a direct-sales model in Brazil, distributing perfumes, personal care and makeup through a large network of consultants rather than traditional retail stores. The brand name was inspired by the jequitiba, a long-lived Brazilian tree, as noted in the brand information on major perfume databases.
Jequiti has developed a large catalog of fragrances for both women and men, often working with international fragrance houses and named perfumers such as Leandro Petit, Adilson Rato and others. Its portfolio includes numerous licensed or co-branded scents with Brazilian celebrities and TV personalities linked to the Silvio Santos media universe, alongside in-house lines like Ela, Ele, and Deluxe. The first Jequiti perfumes appeared in 2006 and the range has expanded steadily, with hundreds of launches covering fresh daily-wear colognes, sweeter gourmand-leaning scents, and more intense evening options aimed at the mass Brazilian market.
At a Glance
The Brand
Founded
2006
Founder
Silvio Santos
Country
Brazil
Category
MassMarket
Scent Personality
Worth It?
Scent DNA
Fruity florals
sweet orientals
fresh woods
gourmands
- Jequiti leans heavily into accessible, easy-to-like compositions with noticeable sweetness and crowd-pleasing note combinations
- Many releases are celebrity or TV-personality endorsed, aimed at mainstream tastes rather than experimental concepts
- The overall style favors clear, direct accords and strong identity over subtle nuance
Typical Performance
Longevity
Moderate
Projection
Moderate
Positioning
A massmarket, budget house known for fruity florals compositions.
How It Compares
- → Celebrity-collab focus similar to Avon
- → Sweeter and more youth-oriented than O Boticário
- → More mass-market and budget-friendly than Natura
- → Less experimental than Zara
Who It's For
Best For
- Everyday casual wear
- Teen and young adult users
- Budget-conscious buyers in Brazil and Latin America
- Gift sets and celebrity fan purchases
Strengths & Weaknesses
Strengths
- Very wide variety of styles and flankers
- Affordable pricing with frequent sets and promos
- Strong local recognition via TV and celebrity tie-ins
Weaknesses
- Quality and refinement can be inconsistent between lines
- Limited availability outside Brazil through official channels
- Few truly distinctive or boundary-pushing compositions
Brand Evolution
Jequiti started in 2006 with straightforward, everyday fragrances tied closely to its TV-driven marketing and consultant network. Over time the catalog expanded aggressively, adding numerous celebrity lines and flankers while incorporating work from established perfumers and international fragrance houses. In recent years the brand has added more polished packaging and more intense eau de parfum options, but its core focus remains volume-driven, mainstream, affordable scents for the Brazilian market.
Quick Verdict
Jequiti delivers sheer variety and local pop-culture appeal at low prices, but consistency and originality can be hit-or-miss. It works best if you treat it as an inexpensive playground for casual, fun perfumes rather than a source of high-art perfumery.
Jequiti Perfumes