With informality on the rise and female entrepreneurship gaining ground outside the traditional market, there is a growing demand for digital and easily accessible business models. In the beauty sector, this movement finds fertile ground on social media, which not only influences the purchasing journey but also directly connects brands with small resellers. The reflection is in the numbers: according to E-Commerce Brasil, 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 offering a complete solution for cosmetics retailers and resellers. Founded by Kelly Nogueira, the company launched its e-commerce platform in October 2024 and, in just eight months, has already achieved a 400% growth in revenue. The brand’s proposition is clear: democratize access to entrepreneurship in the beauty sector through an accessible, secure, and specialized support platform.
“Our audience isn’t the big chains, but rather the online reseller, the neighborhood retailer, the woman who sells through Instagram and needs a reliable, agile business with real support”, says Kelly, founder of the brand and official distributor of the Espaço Make kiosk network, present in shopping malls across various 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 showcase, and to whom. And it’s in this process that we support from the first contact”.
With orders starting at R$150 and nationwide shipping, 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-users: offering kits and boxes with fractional units, high-turnover products, and strategic curation designed for beginners. All with WhatsApp support, where a specialized team assists customers with order assembly, inventory management, and even social media positioning.
According to Kelly, the brand’s significant growth is a direct result of pent-up demand for more accessible and transparent business models. “Our edge lies in listening to the reseller. Many come to us after bad experiences with generic, slow-moving kits that only generate losses. We deliver what we sell and teach how to sell. It’s a partnership, not a push of 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 venture into the beauty sector. Its performance reinforces the role of niche platforms as facilitators of digital entrepreneurship in Brazil, especially among small resellers and independent retailers.
