NudeCode Beauty bets on multifunctional fragrance in Brazil

By AI, Created 9:31 PM UTC, May 28, 2026, /AGP/ – Former beauty executive Ana Carolina Martins has launched NudeCode Beauty and its debut brand, So Delícia!, in São Paulo with a hybrid body-and-hair splash aimed at Brazil’s fast-growing fragrance market. The launch leans into multifunctional formulas, direct-to-consumer sales and influencer-led distribution as body splash gains momentum among younger consumers.

Why it matters: - Brazil’s body splash category grew 154% in revenue from 2023 to 2024, making it the largest body splash market in Latin America and the No. 2 market globally, according to Circana data. - NudeCode Beauty is betting that Brazilian fragrance buyers want products that do more than smell good. The launch targets demand for scent as a daily, functional and emotionally driven part of routine. - The brand’s positioning could pressure legacy fragrance players to rethink body splash as a performance category, not a low-innovation add-on.

What happened: - Ana Carolina Martins, a former beauty executive, founded São Paulo-based NudeCode Beauty with former industry colleague Mark Zammit after stepping away from the global beauty industry for a sabbatical. - NudeCode Beauty launched So Delícia! as its debut brand in São Paulo on May 28, 2026. - So Delícia! is a hybrid body and hair splash designed to sit between fine fragrance and personal care. - The launch uses a direct-to-consumer model and an influencer-first strategy. - NudeCode Beauty is prioritizing social-first brand building before expanding into physical retail.

The details: - So Delícia! includes hyaluronic acid for skin hydration. - The formulas use a high fragrance concentration for a longer-lasting scent experience than traditional body splashes. - The brand includes proprietary anti-odor technology designed to help shield hair fibers from environmental odors such as pollution or smoke. - The full portfolio is 100% vegan and cruelty-free. - NudeCode Beauty says the products are built for continuous, high-frequency use. - The launch includes four scents: Doce Banho, Sol na Pele, Dengo and Beijo de Língua. - Doce Banho blends pear and white musk and is meant to evoke a post-shower ritual. - Sol na Pele combines vanilla, pistachio, caramel and sea salt in a warm gourmand profile inspired by Brazilian summer skin. - Dengo uses bergamot, tuberose and cashmere in a creamy floral profile centered on comfort and intimacy. - Beijo de Língua combines cherry liqueur, plum, tonka bean and spice in a sensual gourmand profile. - NudeCode Beauty is building the brand primarily through direct-to-consumer channels at launch. - The company is using creators and social commerce to build community before widening shelf presence. - NudeCode Beauty is active on Instagram and TikTok.

Between the lines: - Martins is framing fragrance as a culturally embedded daily habit in Brazil, not an occasional luxury purchase. - The product strategy reflects a broader “skinification” trend, where beauty products borrow from skincare and haircare to add function. - The influencer-led approach suggests NudeCode Beauty is trying to build demand first and distribution second. - The brand’s emotional fragrance names and moods show an emphasis on identity and ritual, not just scent notes.

What’s next: - NudeCode Beauty plans to use early digital traction to support future expansion into physical shelf space. - The company will likely test whether multifunctional fragrance can convert social-commerce attention into repeat purchase behavior. - Broader category competition may intensify if the launch helps prove that body splash can support premium positioning and product innovation.

The bottom line: - NudeCode Beauty is making a clear bet that Brazil’s next fragrance winner will be multifunctional, community-driven and built for everyday use.