Sillara Parfums Launches: Brazilian Arab Fragrance Portal Debuts with Honest Curation

Launched this week, Sillara Parfums (sillaraparfums.com), a Brazilian editorial portal dedicated to Arab perfumery — the fragrance segment that is growing the most in the country, driven by houses such as Lattafa, Armaf and Afnan.

"Arab perfumery exploded in Brazil, but shoppers still decide in the dark, between paid reviews and look‑alike bottles. Sillara was created to be the honest curation we wanted to find when we started collecting," say Annie Grellmann and Agatha Glassmann, founders of the portal.

The topic speaks directly to the border: Ciudad del Este is one of the largest hubs for imported perfume in South America, and Arab houses are among the most sought‑after in downtown stores — often with similar bottles but very different quality. An independent review curation helps decide what’s worth adding to the quota before crossing the bridge.

The portal publishes reviews built by consensus synthesis: it cross‑references dozens of public evaluations from multiple sources, always cited, and openly states what is community consensus and what is the curators’ own testing. The full methodology is public in the "How We Evaluate" section.

Among the debut tools are a free quiz that indicates the Arab equivalent of famous imported perfumes, a hub of Arab houses — including emerging brands from Dubai — and a new review each day, published by an automated editorial system with layered review.

Sillara is a project of the same team behind INFI Comunicação and Marco Três. Access is free: sillaraparfums.com.

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