An interview with Ricardo Brito, founder of Airbel

In a world increasingly aware of the importance of air quality and sustainability, Airbel stands out as a national benchmark
in the design of innovative scenting solutions. Founded by Ricardo Brito, the company’s Managing Director, Airbel has established itself as a leading example of strategic vision, technological innovation, and environmental commitment.
In this exclusive interview, Ricardo Brito shares insights into the company’s journey, the challenges it has faced, its investment in research and development, and the ambition to elevate Airbel to new heights, both nationally and internationally.

MN: Airbel positions itself as the leading Portuguese brand in olfactory marketing. Could you tell us a bit about your story and mission since the founding in 2016?

RB: It all started in 2016. At the time, my goal was simple: I wanted to show the market the power that a simple aroma can have through Aromatherapy. I’m not just talking about perfuming a space, but about creating an experience. I genuinely believe that a specific scent, such as lemon, can have a huge impact on our energy and productivity, and I wanted to professionalise that concept. What started as a passion and an idea quickly became a business. Today, Airbel is made up of a team of 20 people, and we have the most advanced technology on the market. We moved away from using simple air fresheners and began using micro-particle nebulisation – a technique that allows us not only to scent spaces but also to eliminate bad odours. Our mission, from day one, has been to elevate olfactory marketing to a new level, transforming it into a strategic tool for companies. That’s why we work with businesses of all sizes and sectors, because we know that each brand has its own story and identity. Our job is to help tell it through the most powerful sense we have: smell.

MN: What are Airbel’s values and differentiators that set it apart in the sector, especially in terms of fragrance personalisation and “turnkey” service?

RB: Our essence is based on three pillars: quality, personalisation, and innovation. What sets us apart is the “turnkey” service, which supports the client from the design of the olfactory strategy to the installation and maintenance of the equipment. The personalisation of fragrances is at the heart of our work, and technological innovation allows our equipment
to diffuse the aroma subtly and evenly, eliminating unwanted odours.

MN: Can you explain how the process of developing an olfactory identity for a brand works – from choosing fragrance notes to the installation and maintenance of equipment?

RB: The process is divided into three phases. It starts with a detailed briefing where our team of perfumers creates a scent kit for the client to approve. Once the fragrance is selected, we install the equipment in strategic locations and ensure regular maintenance. We also offer a Private Label service, which allows the brand’s olfactory identity to be expanded through complementary aromatic products.

MN: In what types of spaces have olfactory marketing solutions been implemented (hotels, shops, shopping centres, clinics, etc.), and what results have you observed in terms of customer experience and sales impact?

RB: The beauty of olfactory marketing is that it adapts to any environment where consumer experience is essential. In sectors such as hospitality and retail, scent creates a memorable first and last impression. We observe twofold results: an intangible impact on emotional connection and tangible results, such as increased sales, as a more pleasant and immersive environment encourages customers to stay longer and explore more products.

MN: Airbel recently launched the Scenting line for the end consumer. How did this B2C expansion come about, and what is its market potential?

RB: Our expansion into the B2C market with the Scenting line came about organically, as our corporate clients expressed a desire to have the same quality of scents in their homes. This second half of 2025 marks a turning point for the brand.
We are making a strong investment to boost its visibility and market presence with the addition of new products, such as niche perfumes and skincare cosmetics, and the opening of shops in downtown Porto, in Lisbon, and a pop-up kiosk in NorteShopping.

MN: Concern with sustainability and natural ingredients is increasingly valued. What practices do you follow in selecting fragrances and materials to ensure safety and environmental responsibility?

RB: At Airbel, sustainability is an intrinsic obligation. Our fragrances are formulated with the highest safety standards, prioritising ingredients of natural origin and complying with European regulations. Our equipment is designed to be efficient and long-lasting, and we work with suppliers who share our vision of environmental responsibility, ensuring that packaging is as responsible as its contents.

MN: Could you share some success stories or emblematic projects and the impact these experiences have had on your brand recognition?

RB: Our work with well-known brands is key to consolidating Airbel in the market. We developed a line of perfumes forCalzedonia, carried out brand activation for Bollycao, Primor butter and Lenor Unstoppables, and completed a private label production for a renowned watch brand. These projects are a sign of trust and validate our technical and creative capabilities, strengthening our image as market leaders.

MN: What are your future plans? Are you preparing new collections, products, or even international expansion?

RB: Airbel’s future is ambitious. By the end of the year, we will be placing special focus on the Scenting line, aimed at the end consumer, where we will launch new product categories.
In terms of physical presence, we will open new shops in downtown Porto, in Lisbon, and a pop-up kiosk in NorteShopping. As for Airbel as a whole, international expansion is a priority to broaden our reach into new markets. Our vision is to innovate constantly and bring the power of olfactory marketing to an ever-wider audience, consolidating Airbel as a benchmark for excellence, quality, and innovation.