At the end of the ‘70s Boticário opened its doors for the first time in Curitiba as a small high street pharmacy. Two years later their trademark fragrance was released, Acqua Fresca, and by 1985 there were no fewer than 500 shops spread throughout the country. Quite the success story. Today it represents the biggest chain of cosmetics and perfume stores anywhere in the world with more than 3,000 outlets in Brazil, ten of which are spread across Rio. The Nativo Spa range proved to be a big hit with cariocas upon its introduction and male fragrances were finally introduced in 2007, so young, old, man and woman are well catered for, and thankfully a serious sensitivity toward the environment as much as the skin comes at the forefront of their campaigns.