Granado and Phebo: when a brand needs to find its independence to grow

Sometimes, growing a brand requires the courage to separate it from another successful brand.

That is what is happening in Brazil with Granado and Phebo, two historic names in Brazilian cosmetics that share a long tradition but have distinct identities.

After closing 2025 with net revenue of approximately R$1.8 billion, the Granado group embarked on a new strategic phase: giving Phebo, the fragrance brand founded in 1930, greater commercial autonomy through dedicated distribution and a distinct brand experience.

It is an interesting decision because it challenges a widely held belief: that belonging to an established group is always enough to ensure a brand’s growth.

When recognition is not enough

Granado brings considerable strengths in reputation, recognition and consumer trust. Yet the very strength of the main brand can make it harder for another brand in the group to develop an independent personality.

The decision to strengthen Phebo through a distinct commercial path therefore addresses a specific need: helping consumers recognise its identity, proposition and positioning more clearly.

This is not simply about changing signage or reorganising shops. It is a decision that shapes the entire way the brand presents itself and builds a relationship with its audience.

The MarkCom perspective

This is precisely the aspect I find most interesting.

All too often, positioning is associated exclusively with advertising, visual identity or the ability to tell a story.

In reality, a brand also positions itself through commercial decisions, distribution channels, the shopping experience and the relationship it builds with consumers over time.

This is where MarkCom comes in: an approach that integrates Marketing, Strategic Communication and Business Development, bridging the gap between what a company communicates and what it actually delivers in the market.

The Granado–Phebo case shows how an organisational and commercial decision can also become a powerful positioning choice.

A lesson that extends beyond Brazil

This case study also offers a useful insight for Italian companies, particularly those managing several brands or looking to expand into international markets.

The strength of a group can open many doors, but every brand needs a clear reason to be chosen.

Because building value does not necessarily mean being present everywhere or benefiting from someone else’s recognition.

Sometimes, it means finding your own space, defining your identity and having the courage to follow an independent path.

A group can lend credibility to a brand. But positioning is what builds its future.