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?” marked its debut 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 elements like acerola and passion fruit.

One of the significant components of “Quem Disse, Berenice?” its brand identity is its bold, indie-style marketing approach that features diverse models. This progressive attitude struck a chord with young millennials, and by 2015, the brand was rapidly growing its footprint in the Brazilian beauty market.

In a further testament to its versatility, “Quem Disse, Berenice?” broke into the haircare segment in 2016, introducing products devoid of parabens and sulfates. The following year, it ventured into physical retail with its inaugural store in São Paulo, creating a unique shopping experience that brought together elements of 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 resonated with the younger generations, symbolizing a progressive and Gen Z-friendly approach to beauty. This has resulted in a strong and engaged consumer base, further propelling its growth in the global beauty industry.