Quem Disse Berenice Logo

In 2012, the well-established Brazilian cosmetics powerhouse Grupo Boticário introduced a fresh player into the beauty landscape, “Quem Disse, Berenice?” The brand’s unconventional name, which translates to “Who Said, Berenice?,” was chosen deliberately to challenge and upend traditional beauty norms.

“Quem Disse, Berenice?” debuted with an array of color cosmetics to celebrate individuality, self-expression, and the beauty of imperfection. A year later, in 2013, it expanded its portfolio to include skincare and body care offerings enriched with natural ingredients such as acerola and passion fruit.

A key part of “Quem Disse, Berenice?” is its brand identity, embodied in a bold, indie-style marketing approach featuring diverse models. This progressive attitude resonated with young millennials, and by 2015, the brand was rapidly expanding its footprint in Brazil’s beauty market.

Further demonstrating its versatility, “Quem Disse, Berenice?” entered the haircare segment in 2016, introducing paraben- and sulfate-free products. The following year, it opened its first physical store in São Paulo, creating a unique shopping experience that blended art, music, and beauty.

Today, Quem Disse, Berenice? is recognized in over 30 countries across Europe, North America, and Asia, owing to its continued commitment to promoting self-expression through beauty. The brand resonates with younger generations, symbolizing a progressive, Gen Z-friendly approach to beauty. This has created a strong, engaged consumer base and further propelled its growth in the global beauty industry.