We create unique experiences for the world’s top brands.
At EL SENA, we believe every brand tells a story — a story shaped by those who create it and those who experience it.
Our mission is to bring the best of those stories to Paraguay, inspiring well-being and creating memorable experiences for people.
We are more than a distributor. We are a strategic partner for international brands that trust us to grow and thrive in this market.
We support every stage of their development through a comprehensive approach — from effective distribution to impactful in-store activations, complemented by marketing and social media campaigns that connect emotionally with consumers.
With integrity, warmth, and passion, we work to make our brands shine in Paraguay — helping people discover products that reflect their aspirations, desires, and lifestyle.
OUR STORY
From a family dream to a legacy in the world of beauty
Since 1978, EL SENA has played a role in shaping the development of Paraguay’s high-end fragrance and cosmetics market.
What began as the entrepreneurial vision of two brothers gradually evolved into a leading company in the sector, recognized for its professionalism, its commitment to excellence, and the enduring trust of some of the world’s most prestigious international brands.
Over more than four decades, we have built our story on a foundation of respect for the brands we represent, strong relationships with clients and strategic partners, and a deep passion for the world of beauty.
Today, EL SENA continues to look toward the future with the same conviction that inspired its beginnings: contributing to the growth of the beauty industry in Paraguay while bringing people experiences that reflect style, aspiration, and well-being.
1970s — The Beginning of the Journey
In 1978, EL SENA was founded by two Chihan Salum brothers, sons of Sara and Abraham, with the vision of extending their family’s tradition of importation into the world of fragrances and cosmetics.
From its earliest years, renowned international houses placed their trust in the company, leading to the distribution of brands such as Rochas, Paco Rabanne, Parfums Grès, Bourjois, and WIN.
Growth across Paraguay followed swiftly. The company expanded its distribution network nationwide and established a strategic presence in Ciudad del Este, evolving alongside the development of the Paraguayan beauty market.
1980s - Welcoming Global Luxury Brands
During this decade, EL SENA reached one of the most significant milestones in its history by beginning the exclusive distribution of CHRISTIAN DIOR, integrating its three major divisions: fragrances, skincare, and cosmetics— a partnership that continues to this day.
The prestigious French brand CLARINS, developed by Jacques Courtin-Clarins, was also incorporated, strengthening the portfolio in the premium skincare segment.
Shortly after, GIVENCHY, one of the iconic houses of the LVMH group, arrived in the country through EL SENA, progressively expanding its presence from fragrances into makeup and skincare.
1990s — Expanding the Portfolio
This decade marked a new phase of growth with the addition of international brands such as Escada, Jeanne Arthes, and Ulric de Varens.
These partnerships helped consolidate a portfolio that balances prestige, innovation, and accessibility, bringing the world of fine fragrances closer to new generations of consumers.
2000s — The Emergence of Spacialized Retail
With the simultaneous opening of the first two FUSCHIA Perfumes & Cosmetics stores — located on Palma Street and at Shopping Mariscal López — EL SENA introduced a new retail experience to the Paraguayan market.
Operating under the corporate name COPASA, the company implemented an innovative assisted self-service concept, featuring store displays aligned with international brand standards and a consumer-centered approach to the shopping experience.
During this period, the Clarins Group entrusted EL SENA with the exclusive distribution of its brands in Paraguay. At the same time, the fragrance category was enriched with iconic launches such as Angel perfume, created by Thierry Mugler.
Shortly thereafter, in partnership with Christian Dior, a new FUSCHIA boutique was opened at the exclusive Paseo Vía Allegra, introducing personalized skincare treatment cabins for the first time.
2010s — Consolidation and Professional Growrth
The portfolio was further strengthened with the addition of Loewe, which entrusted EL SENA with the development of its brand in Paraguay, as well as Jeanne en Provence, a fragrance house originating from Grasse, the historic birthplace of French perfumery.
With the opening of Shopping Paseo La Galería, a new FUSCHIA store was inaugurated, designed in accordance with international brand standards and featuring specialized skincare treatment cabins.
The retail network continued to expand with the opening of a new branch at Pinedo Shopping, further strengthening a store network designed to be increasingly accessible and closer to consumers.
In 2019, the implementation of the SAP system marked another important step in the company’s organizational evolution, reinforcing management capabilities, transparency, and operational efficiency.
2020s — A Legacy Looking Ahead
Today, EL SENA combines its roots as a family business with a professionalized organizational structure, led by highly qualified executives and teams committed to excellence.
With more than four decades of experience, the company continues to evolve—well prepared to face new challenges and to keep contributing to the growth of Paraguay’s beauty industry, while preserving the values that shaped its history.
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