Lá no início dos anos 2000, elas começaram ensinando como se maquiar em blogs na internet. Com a ascensão de redes sociais como Instagram e YouTube, tempos depois, muitas influenciadoras de beleza conquistaram o público ao compartilhar dicas de maquiagem e cuidados com a pele em tutoriais caseiros.
Essa proximidade com as seguidoras, que encontravam alguma identificação com a pessoa do outro lado da tela, criou uma base de confiança que rapidamente se traduziu em um mercado poderoso, no qual a resenha de um produto por uma influencer ou a ser tão valiosa quanto o marketing tradicional.
As marcas do segmento logo perceberam o potencial dessas figuras digitais e começaram a investir em parcerias. Com isso, influenciadoras do ramo da beleza começaram a lançar suas próprias linhas de maquiagem, tornando-se empresárias de sucesso e inovando o mercado estético. Nomes como Bianca Andrade e Bruna Tavares são algumas referências nesse nicho. No entanto, uma das pioneiras desse fenômeno começou sua trajetória em terras gaúchas.
Luciane Ferraes, mais conhecida como Lu Ferraes, iniciou a carreira como maquiadora profissional em 1998, atendendo clientes em salões de beleza em São Sebastião do Caí, sua cidade natal, onde voltou a morar há dois anos. O ponto de virada ocorreu quando decidiu compartilhar, em 2010, seus conhecimentos em um blog com resenhas de produtos de beleza e tutoriais de make.
Depois disso, ampliou a criação de conteúdo para o seu canal no YouTube – que hoje soma 1,16 milhão de inscritos – quando a plataforma ainda estava em seus primeiros anos. Tudo isso em uma época em que as blogueiras não contavam com equipes profissionais para as produções de vídeos e engajamento nas redes sociais.
Queria que elas soubessem o caminho, que se sentissem parte daquele universo da maquiagem
LU FERRAES
Maquiadora, influenciadora e empresária
Antes de se tornar uma influenciadora e empresária, a gaúcha – que tem mais de 690 mil seguidores no Instagram e 34 mil no TikTok – também atuou como consultora em laboratórios de maquiagem em 2007, analisando produtos e suas fórmulas, algo inédito para uma maquiadora até então, e, em paralelo, também ministrava cursos e palestras pelo Brasil sobre o tema, expandindo ainda mais as suas habilidades.
A paixão pela maquiagem, contudo, não parou por aí. Unindo todo o conhecimento adquirido enquanto trabalhava como consultora, alinhado com a sua profissão de origem, Lu decidiu criar, em 2012, a sua própria marca de make: a LFPro, que inicialmente surgiu como Luciane Ferraes Professional make-up e ficou restrita ao Rio Grande do Sul. No ano seguinte, foi lançada em todo o país.
— A LFPro foi a primeira marca 100% digital criada por uma influenciadora no Brasil. Nós vendíamos apenas online, um modelo que hoje é comum, mas que desbravamos lá em 2012. E, desde então, a gente vem consolidando esse modelo de negócios — afirma a empresária.
Além das makes, hoje a LFPro também conta com produtos de skincare, aqueles de autocuidado para a pele. Com sede física da empresa em São Leopoldo, a fabricação dos itens da linha ocorre em laboratórios do Distrito Federal, Minas Gerais, Santa Catarina e no interior de São Paulo e Rio Grande do Sul.
Atestado de sucesso
Atualmente, é comum acompanhar influenciadoras lançando suas próprias linhas, muitas delas começando ao lado de grandes empresas do setor.
Entre elas, Niina Secrets, personalidade digital com mais de 3,6 milhões de seguidores no Instagram, fez uma parceria com a Eudora – do grupo O Boticário –, enquanto a ex-BBB Bianca Andrade iniciou com a empresa sa Payot, em 2018, antes de investir na sua própria marca.
Para Lu, a iniciativa dessas influenciadoras virou uma tendência recente no mercado de cosméticos e é um atestado de sucesso. Entretanto, ela alerta que não basta ter grandes números nas redes: é preciso ter know-how.
Ser uma marca independente é desafiador. A ilusão de que o sucesso depende apenas de números é o maior erro que uma influenciadora pode cometer. Se você não tiver conhecimento do modelo de negócios, te associa com quem tem
LU FERRAES
Maquiadora, influenciadora e empresária.
Casada há 18 anos com um marido low profile, como brinca, que também trabalha na LFPro, Lu hoje divide os seus conteúdos nas redes sociais entre dicas de beleza, lifestyle, negócios e maternidade. Mãe de Heitor, de seis anos, a empresária também se preocupa com o fato de as novas gerações estarem se tornando figuras públicas online cada vez mais cedo.
Em conversa com Donna por videochamada, Lu Ferraes fala sobre sua trajetória e como tem observado a transformação do mercado de beleza por conta das marcas lançadas pelas influenciadoras digitais.
O que a motivou a criar um canal no YouTube">
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