WePink

WePink (stylized as wepink) is a Brazilian cosmetics company founded on 16 September 2021 by digital influencer Virginia Fonseca and beauty-sector entrepreneur Samara Pink. The brand's origin is tied to Fonseca's first pregnancy, a period during which she sought solutions for skin problems such as acne; its first product was the "10 em 1" serum, focused on skincare. With an initial investment of R$ 3 million and first-month revenue of R$ 10 million, WePink expanded its portfolio into makeup, perfumes, moisturizers and supplements, aimed predominantly at a female audience and with an active presence on social media. The company's product range spans personal care, makeup, perfumery and wellness. A defining characteristic is the use of skincare-associated ingredients in makeup products. Main lines include makeup (foundations, lipsticks, highlighters, mascaras and eyebrow products), perfumery (perfumes and body splashes) and wellness (supplements such as melatonin capsules with tryptophan). Notable launches include the "Candy Gloss" line in 2024, inspired by sweets, and perfumes such as Perfect Pear, Changes, Bourbon, Heaven and Wonderful. WePink has a strong digital presence centered on live commerce, selling products through live broadcasts. In one such action it recorded R$ 15 million in sales in one hour, and in a live held in Paris it earned R$ 9.3 million in one hour. In November 2023 the brand registered R$ 114 million in sales, with more than 723,000 products sold. It also uses digital influencers to promote products; in 2023 footballer Neymar Jr. joined the brand's advertising campaigns. Co-founder Virginia Fonseca's large social-media following boosts the brand's visibility, and the brand has more than 50 million Instagram followers. In 2023 the brand recorded revenue of R$ 325 million and expanded its operations, including more than 115 items in its catalog. International expansion began in July 2024 with the opening of its first franchise in the United States, located at the Yes Mega Store in Orlando, with plans to open a distribution center in the country in 2025. The company's partnership includes, besides the founders, Lucas Chaopeng and Thiago Stabile. To date there are no public records of acquisitions or mergers involving the brand. WePink has received mixed criticism since its launch. In 2023 it faced criticism related to the liquid foundation launched that year, with some consumers and influencers pointing to inconsistencies between marketing and the product's actual efficacy. More than 40,000 complaints were registered on the Reclame Aqui site in the second half of 2024, mainly about delays and customer service, though the company maintained a resolution rate close to 70%. In October 2025, the Ministério Público and Procon prohibited WePink from advertising products in live broadcasts until the company proves it has new stock and regularizes complaints from old customers. The decision followed more than 120,000 complaints over a two-year period, including misleading advertising and customers accusing the company of deleting comments criticizing WePink on social networks.

WePink was founded on 16 September 2021, conceived by Virginia Fonseca and Samara Pink. The company emerged with a focus on skincare and progressively expanded its product line. Its origin is tied to Fonseca's first pregnancy, when she sought solutions for skin problems such as acne; the first product launched was the "10 em 1" serum, aimed at skincare. With an initial investment of R$ 3 million and first-month revenue of R$ 10 million, the brand expanded its portfolio to items such as makeup, perfumes, moisturizers and supplements, aimed predominantly at a female audience and with an active presence on social networks. In 2023 the brand recorded revenue of R$ 325 million and expanded its operations, including more than 115 items in its catalog. In November 2023 the brand registered R$ 114 million in sales, with more than 723,000 products sold. In 2023 footballer Neymar Jr. joined the brand's advertising campaigns. The brand began its international expansion in July 2024 with the inauguration of its first franchise in the United States, located at the Yes Mega Store in Orlando. It also plans to open a distribution center in the country in 2025. The company's partnership includes, besides the founders, Lucas Chaopeng and Thiago Stabile. To date there are no public records of acquisitions or mergers involving the brand. WePink has received mixed criticism since its launch. In 2023 the company faced criticism related to the liquid foundation launched that year; some consumers and influencers pointed to inconsistencies between marketing and the product's actual efficacy. More than 40,000 complaints were registered on the Reclame Aqui site in the second half of 2024, mainly about delays and customer service, though the company maintained a resolution rate close to 70%. In October 2025, the Ministério Público and Procon prohibited WePink from advertising products in live broadcasts until the company proves it has new stock and regularizes complaints from old customers. The decision followed more than 120,000 complaints over a two-year period, including misleading advertising and customers accusing the company of deleting comments criticizing WePink on social networks. The brand has had a significant impact on the Brazilian cosmetics market, especially in the segment of direct sales via social networks. It stands out for its live broadcasts, called "live commerce," which generate substantial sales; for example, in a live held in Paris the company earned R$ 9.3 million in one hour. Beyond sales, the brand has influenced consumer behavior, especially among young audiences who value direct interaction with influencers and the sense of exclusivity provided by live broadcasts. WePink also stands out for its digital presence, with more than 50 million Instagram followers, and for promotional campaigns that generate strong engagement on social networks.

• WePink founded by Virginia Fonseca and Samara Pink

• First product, the "10 em 1" serum, launched

• Brand records R$ 325 million in revenue and expands catalog to more than 115 items

• Footballer Neymar Jr. joins the brand's advertising campaigns

• Brand registers R$ 114 million in sales, with more than 723,000 products sold

• "Candy Gloss" line launched with products inspired by sweets

• First US franchise inaugurated at Yes Mega Store in Orlando

• Plans to open a distribution center in the United States

• Ministério Público and Procon prohibit WePink from advertising in live broadcasts

Skincare-infused cosmetics aimed predominantly at a female audience, sold heavily through live commerce and influencer marketing.

• "10 em 1" serum

• Liquid foundation

• Candy Gloss line

• Perfect Pear perfume

• Changes perfume

• Bourbon perfume

• Heaven perfume

• Wonderful perfume

• Melatonin capsules with tryptophan

1. 1WePinkpt.wikipedia.org
2. 2WePinkwikidata.org
3. 3Site oficial da Wepinkwepink.com.br