Hadiya, Boticário’s new Arabic perfumery brand, achieves full pre-sale sellout in just one week.Released as a limited edition on the e-commerce platform, the first batch sold out rapidly, exceeding initial projections by 1.5 times and confirming the appeal of luxury Arabic perfumery.The launch represents the largest investment in the category in Boticário’s history, marking the brand’s entry into Arabic perfumery and consolidating its authority in high perfumery.Hadiya’s success follows a global trend of growth in Arabic perfumery, attracting consumers seeking intense, sophisticated, and long-lasting fragrances. In Brazil, searches for Arabic perfumes grew 24-fold in two years, according to Google Trends.The country concentrates 40% of the global digital audience for the category and recorded a 380% growth in 2024, exceeding 20 million reais in sales, mainly in physical stores, according to DSM-Firmenich.“The high demand for Hadiya confirms Brazilian consumers’ interest in luxury perfumery and reinforces the success of our strategy combining product excellence, storytelling, and experience,” says Carolina Carrasco, Boticário’s Branding and Communication Director.Available in all brand channels from December 1, Hadiya strengthens Boticário’s authority in the high perfumery segment.
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