Barcelona – Eurofragance, a Spanish fragrance company, has appointed Felipe Araya as General Manager for Europe, Africa, and Türkiye (EAT), a newly created role designed to strengthen the company’s leadership in the region. The appointment follows the 2023 transition that saw Joan Pere Jiménez assume the role of CEO, signaling a strategic shift for the fragrance house, according to a company statement released Tuesday, February 24, 2026.
Araya’s appointment underscores Eurofragance’s commitment to expanding its presence in key markets. The EAT region represents a significant growth opportunity for the company, and this new leadership position is intended to consolidate its regional leadership, reinforce client relationships, and support the company’s long-term strategy. The move comes as the fragrance industry continues to evolve, with increasing demand for personalized and sustainable scents.
Araya’s Extensive Industry Experience
Felipe Araya brings over 20 years of international experience in management, sales, and marketing within the fine fragrance, beauty, and luxury sectors. He joined Eurofragance in March 2025 as Sales Director for the EAT region, where he played a key role in driving business growth and expanding commercial activity, as reported by Modaes. Prior to Eurofragance, Araya held senior positions at Unicskin and Luxmetique, serving as Global Sales & Marketing Director and Deputy CEO. His career also includes leadership roles at Perris Group and Angelini Beauty, where he focused on building commercial strategies and fostering customer-centric innovation.
Strategic Restructuring at Eurofragance
The creation of the General Manager role for EAT is directly linked to the appointment of Joan Pere Jiménez as CEO. Jiménez took over the leadership position earlier this year, initiating a new strategic direction for Eurofragance. FashionNetwork.com reports that this restructuring is designed to strengthen leadership within the region. Araya’s previous role as Sales Director provided him with a deep understanding of the EAT market, positioning him well to lead the region’s strategic initiatives.
According to BW Confidential, Jiménez commented on Araya’s appointment, stating he has been “fundamental in the strengthening” of Eurofragance’s commercial presence in Europe, Africa, and Türkiye. Araya himself expressed gratitude for the trust placed in him by the management team and the founding family of Eurofragance, stating his vision is to “strengthen the relationships with the clients and reinforce the positioning of Eurofragance.”
Looking Ahead
With Araya at the helm of the EAT region, Eurofragance aims to solidify its position as a leading fragrance house in these key markets. The company’s focus will be on strengthening client relationships and implementing strategies to support its long-term growth objectives. The appointment signals a proactive approach to navigating the evolving landscape of the fragrance industry and capitalizing on emerging opportunities. The next steps will involve Araya outlining his specific plans for the EAT region in the coming months, focusing on innovation and sustainable practices.
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