- The company reinforces its commitment to excellence and innovation with this appointment to help drive development of fragrances in the Personal and Home Care categories
Barcelona, March 26, 2025 — The fragrance house Eurofragance has hired Pelegrí Granel as a new Senior Perfumer with an extensive career in the fragrance creation industry. Granel’s hiring further strengthens the company’s team of Home Care Perfumers, while also allowing the creation community to tap into his Personal Care expertise. This appointment underlines the multinational’s commitment to excellence and adaptability in an ever-evolving global market.
The addition of Pelegrí Granel represents a significant step forward in Eurofragance’s strategy to diversify and enhance its presence in the Home Care sector and expand its portfolio. Known for his expertise as a “cross-category” Perfumer, spanning personal and home care, Granel brings an innovative perspective that enriches the company’s creation team.
“I am very excited to be part of the Eurofragance team and to have the opportunity to enhance the Home Care category, a highly inspiring project that the company is really investing in,” says the Perfumer. “For me, in an industry that is constantly changing, it is essential to approach each project with a different narrative, from a creative perspective, with the ability to adapt and a special focus on intuition,” he concludes.
As for future trends, Granel points to the growing relevance of treating one’s home as a space for enhanced well-being. Following the pandemic and the obligation to stay home, consumers have made their home their focal point, turning it into a sanctuary. In the perfume industry, this has translated into a boom in the Home Care category, where scented candles, fabric softeners and other household products have gained greater importance for consumers. They are not only looking for these products to meet their functional expectations, but also to experience enriching sensorial and emotional occasions.
Similarly, Granel highlights the creative challenge of developing fragrances that, year after year, face growing regulatory restrictions. Alongside an increasingly demanding consumer, the Perfumer states: “Consumers no longer just want the product to be efficacious; they also want it to provide emotional well-being, a factor that was originally sought in Personal Care products and is increasingly being demanded in Home Care products as well.”
Dolors Costa, Chief Fragrance Development & Innovation Officer, comments on the new addition to her creation team by stating: “Pelegrí Granel brings extensive experience in the fragrance industry, which will be essential in strengthening our expertise in the Home Care category.” She concludes: “With the addition of Pelegrí to the team, we take another step forward in our mission of providing exceptional fragrance solutions, while always ensuring the highest standards of quality and innovation.”
With this new hire, Eurofragance further enlarges its team of specialized Perfumers who combine talent, technique, expertise, experience and a deep understanding of the global market.
