B.U. Eau de Toilette / Deodorant

B.U. (Be Yourself) is a well-known personal fragrance and body care brand primarily aimed at young women and teens, offering a wide array of eau de toilette, body mists, and deodorants with vibrant, upbeat packaging.

The brand was created by Sarantis Group (Gr. Sarantis S.A.), a major Greek multinational consumer goods corporation founded in 1964. Under Sarantis Group, B.U. grew across Central, Southeastern, and Western European markets, including Spain.

Manufacturing of B.U. fragrance and personal care lines is largely based in Greece and across European production facilities maintained by Sarantis Group and its European partners. It is distributed across Europe via local Sarantis subsidiaries or partner consumer health and beauty distribution networks.