With informality on the rise and women’s entrepreneurship gaining space outside the traditional market, there is an increasing demand for digital business models that are easily accessible. In the beauty sector, this movement finds fertile ground on social networks, which not only influence the purchasing journey but also directly connect brands to small retailers. The impact is evident in the numbers: according to E-Commerce Brazil, online makeup sales grew by 16% in the first quarter of 2025 in Latin America, while 75% of consumers already turn to platforms like Instagram and TikTok before making a purchase.
Empreender Make has stood out in this scenario by providing a complete solution for cosmetics stores and retailers. Founded by Kelly Nogueira, the company launched its e-commerce in October 2024 and in just eight months has already seen a 400% increase in revenue. The brand’s proposition is clear: democratize access to entrepreneurship in the beauty sector through an accessible, secure platform with specialized support.
“Our audience is not the big networks, but rather internet retailers, local store owners, women who sell on Instagram and need a reliable, agile business with real support,” says Kelly, the brand’s founder and official distributor of the Espaço Make kiosk network, present in malls in several states. “The digital environment is becoming increasingly competitive. It’s not enough to have good products; you need to know how to sell, what to show, and to whom. And it’s in this process that we support from the first contact.”
With orders starting at R$150 and shipping nationwide, the platform offers a curated selection of over 20 established brands, such as Ruby Rose, Max Love, Vizzela, Mia Make, Safira, and Mahav.
In practice, Empreender Make acts as a bridge between industry and end consumers: it offers kits and boxes with fractional units, products with high turnover, and strategic curation designed for beginners. All with support via WhatsApp, where a specialized team assists customers in assembling orders, managing inventory, and even positioning on social networks.
According to Kelly, the significant growth of the brand is a direct result of pent-up demand for more accessible and transparent business models. “Our differentiator lies in listening to the reseller. Many come to us after bad experiences with generic kits that don’t sell, resulting in losses. We deliver what sells, and teach how to sell. It’s a partnership, not just pushing stock.”
This scenario driven by the advancement of e-commerce and social media in purchasing behavior strengthens Empreender Make’s model as an innovative, reliable, and profitable alternative for those looking to start a beauty business. Its performance reinforces the role of niche platforms as facilitators of digital entrepreneurship in Brazil, especially among small resellers and independent retailers.
