The Story Of Granado
Brazil’s Oldest Pharmacy
Granado, Brazil’s oldest pharmacy, first opened its doors in 1870 in Rio de Janeiro. The owner of the apothecary, the Portuguese José Antonio Coxito Granado, produced remedies, cosmetics and other products made from plants, herbs and native flowers of Teresópolis, a mountainous region near Rio de Janeiro, where he had a small farm. Dedicated to cultivating and discovering local natural solutions to ailments, the company also compiled the first official register of Brazilian medicinal plants and herbs.
Official Pharmacy Of The Brazilian Imperial Family
The high quality, the efficacy of the company’s products combined with the dedication of the owner to innovation and discovery of new and unique remedies in an unfamiliar country resulted in Granado soon receiving the title of the Official Pharmacy of the Brazilian Imperial Family.
In 1903, João Bernardo Granado, brother of José Antonio Coxito, created the Antiseptic Powder, the company’s oldest and one of its most treasured products. Its formula, a treatment for ailments and comfort of the feet, approved by famous physician and bacteriologist Oswaldo Cruz, remains unchanged and highly efficient even today. Other emblematic products in the company’s portfolio include the 100% vegetable-based glycerine soaps, first launched in 1916.
During the Republican period, Granado maintained its status and gained many influential fans, including the jurist Rui Barbosa and abolitionist José do Patrocinio, further consolidating its stellar reputation.
Financial Strengh And Constant Growth
The pharmacy expanded quickly, acquiring and building factories, and the first Granado store opened in 1917 in the heart of Rio de Janeiro, in front of the Imperial Palace, where it is still in operation even today.
Besides creating innovative formulae for medicines and remedies, José Antonio Coxito Granado also published a number of documents related to the pharmaceutical sector. During the years 1887 to 1940, he edited the annual publication 'Pharol da Medicina', in which he informed doctors, pharmacists and the public about the new products from his pharmacy. In 2007, a modern version of the Pharol was published with an ambition in line with its original purpose: to promote innovation in the Granado product lines.
In 1994, English entrepreneur Christopher Freeman acquired Granado from the last remaining member of the Granado family, leading the company through a process of simultaneous modernization and reconnection with its traditions.
In 2004, Phebo, the country’s first luxury perfumery launched in the 1930s in Belem, Para (Amazon region) and an iconic brand cherished by generations of Brazilians, was incorporated into the company.
Following the vision of the owners of Granado, an ongoing process is in place to distill new life into these traditional brands, maintaining their historical DNA while at the same time making them relevant in today’s world. The company is very proud and honored to continue to enjoy recognition from our loyal customers as one of Brazil’s finest examples of success, quality and innovation in the segments of health, hygiene, cosmetics, perfumes and personal care.
Concept Stores Characterized by Xixth Century Pharmacies Atmosphere
The Granado Concept Store Project was implemented in 2005 with the opening of its first renovated flagship store in Rio de Janeiro's Centro – at the pharmacy's original address.
The design incorporated displays of original mortars, scales, packaging and advertisements from the original Granado pharmacies and factories, which gave the store a sense of history and evokes its centennial tradition.
Exposed brick walls and subtle, warm lighting recreated the ambiance of the nineteenth century pharmacies. A reinterpreted original table was placed at the entrance exposing new creams, lotions and soaps. All flagship stores follow this same design concept even today.
Available exclusively in all our concept "museum" stores, currently roughly 60 spread out across Brazil, are our lesser-known, exclusive lines such as the Vintage range which is a re-edition of historical fine perfumery products and formulas as well as specific dermo-cosmetic treatments where trained professionals guide our customers to the best solution for their needs.
In 2013, at the invitation of the prestigious Parisian department store Le Bon Marche Rive Gauche, Granado entered the European market. With a prominent, personalized corner in the world’s most exclusive and unique luxury flagship store of the world, the brand gained instant visibility amongst the select clientele of the Bon Marche without compromising its niche image.
Granado France, the first subsidiary of the company in Europe, was created in the same year in order to attend to premium boutiques, such as Eva Villar, Aegon & Aegon, Ines de la Fressange, the Webster, etc. who had all discovered the brand through the Bon Marche and were interested in including it in their portfolio
In 2016, the Spanish beauty and fashion giant Puig invested in Granado, obtaining a minority share in the company, and a few months later in 2017, Granado opens its first store in Lisbon, Portugal, at the « Casa Pau Brasil », a charming palace in the centre of the city showcasing a selection of high-end luxury Brazilian brands, in the segments of fashion, gastronomy and design.
Today, given the growing success of both the Granado and the Phebo brands in Europe, the company is extending its presence internationally, starting with a flagship store in Paris scheduled to open end-2017 in St Germain. On online store where a selected portfolio of its products will be available for international consumers starting October 2017.
Granado’s foundation in Rio de Janeiro
Granado is honored as the "Official Pharmacy of the Brazilian Imperial Family" by Emperor Pedro II.
Creation of Granado Antiseptic Powder, one of the brand's most iconic and traditional products
Creation of glycerine soap, another of the brand's traditional products and the first in Brazil to use vegetable fat
Granado is now owned and managed by Englishman Christopher Freeman
The Granado Archive is created, cataloging all the brand's products and materials since its foundation
Traditional soap and perfume brand Phebo is incorporated into the group
Opening of the first concept store in Brazil, replacing the concept and design of the stores until then
Granado launches its website in Brazil, starting online sales
The brand is invited by Le Bon Marché to start selling its products in Europe, thus beginning its internationalization
The Puig group becomes a minority shareholder in Granado
Granado opens its first concept store in Europe, in Paris, and launches a website to cover more than 30 countries on the European continent
Opening of the second and third concept stores in Paris, in the Le Marais and Saint-Honoré neighborhoods
Granado celebrates its 150 years of history with an exhibition that presents its journey, which is closely intertwined with the history and growth of Rio de Janeiro
Opening of Portugal's first concept store in Lisbon\
Opening of London concept stores
Granado is a pioneer in the manufacture of 100% vegetable based soaps in Brazil.
Our products are not tested on animals and since 2006 certified by PEA (Project Animal Hope), a Brazilian environmental organization that aims to spread the animal rights.
Our products' packaging bear the FSC label, as a symbol to our commitment to the protection of the environment.
Most labels of the Vintage line are made of recycled paper