What is Chogan? It is an Italian direct-sales company (multi-level marketing) that makes and sells perfumes, cosmetics, supplements, cleaning products, coffee and jewellery. It started in 2013 in Barletta, in southern Italy, and the company was registered in 2016 as Chogan Group (today Chogan Group S.p.A.). It operates in more than 50 countries and is best known for perfumes “inspired” by big-name brands, sold by number and at a much lower price.

In this guide I explain, clearly and honestly, what Chogan is, what it sells, how the perfumes and the business work, and how to buy it.

The history of Chogan

The Chogan brand began in 2013 as a small perfumery business in Barletta, in the Puglia region of Italy. Around 2015 it moved to a direct-sales model and, in 2016, the company Chogan Group was registered, later becoming a joint-stock company (S.p.A.).

Its founders are usually named as Michelangelo Paradiso and Liborio Scelzo. The name “Chogan”, according to the brand, comes from an old Persian ball-and-mallet game, similar to polo. Today the company says it has around 100,000 consultants worldwide and a catalogue of thousands of products.

What Chogan sells

Many people know Chogan for its perfumes, but the catalogue goes much further. The main categories are:

  • Perfumes (the Olfazeta line): fragrances inspired by designer perfumes, sold by number.
  • Cosmetics and skincare (lines such as Aurodhea and Peptilux): face and body creams, serums, snail-slime products, aloe vera and more.
  • Make-up (Chogan Beauty): foundation, gloss, mascara and other colour products.
  • Supplements and wellness (the SuppleFit line and Myvera drinks): proteins, draining drinks, multivitamins and similar.
  • Home cleaning products (the Brilhome line): concentrated detergents, stain removers and degreasers.
  • Coffee and Italian food (the Litaliani line): capsules and ground coffee.
  • Essential oils and air fresheners.
  • Jewellery and accessories.

Everything is presented as “Made in Italy”. Bear in mind that labels such as “100% natural”, “organic” or “cruelty-free” are the brand’s own marketing claims, so check the details on each product where you can.

How Chogan perfumes work

This is the part that raises the most questions. Chogan perfumes are “inspired” by well-known designer fragrances, but they are not copies and do not use the name or logo of the original brand. Each fragrance has a number (for example, number 094 is inspired by Dior Sauvage), and you order by that number.

The brand states that it uses a high fragrance concentration (it mentions up to 30%, which would put it in “extrait de parfum” territory) and that the oils come from suppliers in the Grasse area of France, historically the capital of perfumery. These are claims made by the brand and its resellers, not independently tested figures, so I treat them as claims rather than facts.

In practice, the appeal is simple: a perfume that recreates the scent signature of an expensive fragrance for a fraction of the price.

How the Chogan business works

Chogan works through direct sales. There are two ways to take part:

  1. As a customer or consultant who buys at a discount: when you register, you buy the products at a lower price (the brand mentions margins of up to 50% on most lines) and can use or resell them.
  2. By building a team: beyond direct selling, you can bring other people into the business and earn commissions on their sales, following a points-based plan.

You are not required to hold any stock. Commission rates and requirements vary depending on the plan and the country, so it is worth confirming the current figures before deciding.

Chogan is a direct-sales (multi-level marketing) company, a model that is legal in the European Union. The difference between this model and an illegal pyramid scheme lies in where the income comes from: in a legal business, income comes mainly from selling real products to customers; in a pyramid, the money comes mainly from new members joining.

No regulator has classified Chogan as a pyramid scheme. As with any business of this kind, results vary a lot from person to person and there is no guaranteed income.

Chogan in Portugal

In Portugal, Chogan is sold through independent consultants. There are no brand-owned physical shops: you order through a consultant, who places the order, and the products are shipped from Italy.

That is exactly my role. I am an independent Chogan consultant in Portugal and I help people who want to try the products or better understand the business opportunity.

You can see a sample of the catalogue in the products section of the site. If you have any questions, get in touch, no obligation.