Highly popular with Brazilian consumers, body mists (known locally as ‘body splashes’) are undergoing a transformation. “This category has evolved considerably. Body mists are increasingly resembling luxury perfumes, with bolder and more sophisticated olfactory compositions, longer lasting, and a stronger sillage,” explains Sabrina Pinho, Group Global Marketing & Products Director at Hinode.
An everyday product
In Brazil, the category is marked by exceptional momentum. In 2024, it generated around 35 million reais (USD 6.6 million or EUR 5.7 million) in revenue — up 154% year over year, according to Circana — and continued to expand at a strong pace in 2025.
“In 2025, body mists became a strategic category for Hinode. They contributed approximately 20% of perfume sales and helped attract new consumers,” adds Pinho, emphasizing that the brand was able to strengthen its offering in this category at the “right time,” with the launch of the Aura Beauty line at the end of 2024, followed by the Soul Brasileira line last October.
According to the executive, the product fits seamlessly into the daily routines of Brazilian consumers, particularly given the country’s climate, which encourages frequent reapplication to maintain a sense of freshness throughout the day. “Brazilian consumers are also increasingly open to exploring new scents. They try different brands and fragrances on a daily basis, which energizes the category and drives higher purchase frequency.”
Strong growth
“Today, at our company, body mists account for nearly twice the sales volume of deodorant colognes, with annual growth of around 400% to 500%,” says Luane Lohn, CEO of Ciclo Cosméticos. The brand launched its Youly line in 2025 in partnership with influencer Kéfera Buchmann. She added she is impressed by the category’s strong demand.
According to Ivana Menezes, Sales and Marketing Director of BR Brand Imports, Brazilians’ relationship with fragrance has changed. “Body mists turn fragrance application into a daily wellness ritual. They are part of a simple personal care routine — an extension of moments like post-shower, before bed, after exercise, or during hot weather. Their use is driven by pleasure rather than occasion, unlike eau de toilette or eau de parfum, which are often reserved for more special moments.”
The importer has just launched its own line of body splashes under its Essenciart brand. These products also offer the advantage of more attractive prices than other fragrances, highlights Menezes. “Circana’s data shows that 28% of consumers have turned to this category for economic reasons, without sacrificing the sensory experience.”
A gateway to prestige perfumery
Body mists are also emerging as a gateway to high-end perfumery. Coty, for instance, recently launched the Calvin Klein body mist range in Brazil. “They bring the experience of a prestigious international brand in a more accessible, lighter, and versatile format than traditional fragrances,” says Regiane Bueno, Vice President of Marketing.
CK’s scented body mists are designed for layering. “This aligns with Brazilian habits, as they appreciate variety and frequency of application. The ability to combine and personalize fragrances encourages experimentation and the creation of a unique olfactory signature, reflecting consumers’ openness to new experiences,” continues Regiane Bueno.
The CK collection is also suitable for hair care, similar to the body and hair mists launched last year by the hair care brand Widi Care, in partnership with Scentec Fragrances. “This is a strategic extension of our portfolio, adding value to the skincare routine without overshadowing the brand’s expertise in hair care,” states Thuany Dias, Product Technician.
For the CEO of Ciclo Cosméticos, the success of body mists in Brazil is no passing fad. “They are becoming firmly anchored in Brazilian women’s consumption habits. A natural consolidation is likely, with fewer brands able to meet quality expectations. But I don’t see volumes declining — quite the opposite. This is a lasting trend that could even reshape high-end perfumery as body mist quality continues to rise,” says Luane Lohn.
