Dona Coelha, a Brazilian brand of intimate well-being, has consolidated itself as a successful case in e-commerce by doubling in size for three consecutive years, even acting in one of the sectors with the highest marketing barriers in the country.
Operating on a bootstrapped model ¡s with own resources and without external investment ¡Sextech attributes its exponential growth to a strategy focused on content and community, which has been validated by a series of important market recognitions in management, leadership and service.“Capital itself teaches how to say ̄no‘ for shortcuts and ̄Sim’ for what makes up margin and reputation‘, says Natali Gutierrez, CEO and founder of the brand.
Growth that was born of restriction
Unlike retailers in other industries, the sexual wellness market faces structural barriers on major digital platforms, which restrict or prohibit ads for their products.
Faced with the impossibility of using the “eaplane of paid ads, the Dona Rabbit, since its foundation, it has invested in the tactic that has become its biggest differentiator: creating a community through content.
“The algorithm changes, the intimacy of people, no. So our thesis is perennial: education, empathy and respect. Our way of breaking taboos was never to shout louder, but rather to explain better and in all available ways, including video, text and image”, explains Renan de Paula, CMO of Dona Coelha.
Thus, the company built its authority with a educational blog, generating reliable information for 6 million readers per year, in addition to accumulating 126 thousand followers on Instagram and more than 1 million views on Tiktok.The result is the formation of a loyal and engaged customer base, which is, driving organic growth in a sustainable way.
360 Degree validation: growth, leadership and service
The success of this business model has been validated by important recognitions in three essential pillars to structure a successful business:
- Growth: For the second consecutive year, the company was included in the prestigious ranking “Business in Expansion”, of Exame magazine and BTG Pactual, which audits and recognizes the fastest growing SMEs in Brazil;
- Leadership: The founder of the brand, Natali, was selected for the “Winning Women”, a global EY (Ernst & Young) consulting program that recognizes and accelerates women entrepreneurs with high growth potential and strategic vision;
- Attendance: The excellence in service was confirmed with the nomination of Dona Coelha to the Reclame Aqui Award of 2025, one of the largest consumer confidence seals in the country.
For Renan, this achievement goes beyond a seal of quality to represent the most concrete“metric of trust” a business can receive. She reinforces that the great objective of the company is to consolidate itself as the main reference for those seeking safe information about pleasure.
Innovation co-created with the community
The company's strategy of placing the community at the center of the business is also reflected in the way innovation is made. Instead of developing products in a vacuum, Dona Coelha uses active listening as the main R&D tool 5,000 positive reviews received in 2024, added to the feedback from an exclusive group of “testers from SExtoys”, they are proof that the company listens to its customers and develops news in collaboration with them, ensuring that the releases meet real wants and needs.
“We invest a good part of our budget in the development of products that solve real problems of our customers. It is not about vanity: it is about changing the lives of the” people, adds Natali.
The success of Dona Coelha is a clear case of resilience and intelligent management.The company proves that it is possible to build a high-growth business with strong recognition, even in the most challenging contexts, when the focus is on community, purpose and operational excellence.
