Tha Beauty: R$ 2.8M in a single launch
From engaged community to performance, our partner Tha Beauty proves it's possible to scale with authenticity.
Tha Beauty was born from a “little dance on top of the bed”. It was in the bedroom of influencer Thais Linhares, with no script and no production, that everything began. What seemed like just another social media video turned into an audience.
The audience turned into a community and, from that connection, together with Criar Beauty, Thaís transformed her authenticity into self-care products like body splashes and perfumes, giving shape to real desires of the community — becoming the 3rd most engaged brand in Brazil, with +R$ 28 million moved and +17 million followers.
When Thaís posts, the engagement is authentic — it's Tha Beauty. But engagement only matters if it generates sales — and even with success in content, product and community, the brand's checkout was hiding R$ 120K per month in stuck orders, says Isabella Hirle, co-founder of Criar Beauty.
R$ 2.8M in a single month with Appmax
While Thaís kept the brand's essence, with the first launch videos always on top of the messy, spontaneous, real bed — Appmax came in to organize the other part of the house: the checkout.
That's exactly what the body splashes collection launch — extensions of Thaís' travels through six countries — put to the test. A launch that reinforced the brand's connection with its audience and, with Appmax, its ability to convert.
Tha Beauty Dashboard · October 10, 2025
In just 11 months, Appmax raised Tha Beauty's average ticket by +40.5% — combining authenticity with operational efficiency, the brand reached its peak performance.
R$ 1.3 million in just 20 days with 0% chargeback
With every launch, Tha Beauty keeps its conversion standard. In March, with the perfume launch and answering the community's requests, it was no different.
In just 20 days, with the Appmax structure focused on peak performance, the brand had already passed:
Tha Beauty Dashboard · March 2026
When demand grows, the risk of losing sales grows too. But with Appmax, Tha Beauty showed it's possible to scale safely: R$ 1.3 million in revenue, 97% approval and 0% chargeback.
More than impressive numbers, the indicators show consistency: high volume with stability, high approval and virtually zero risk.
From entrepreneur to entrepreneur
Behind the scenes of the 3rd most engaged brand in Brazil, Thaís points out three key factors:
Community is a brand asset: more than followers, they are people ready to buy, come back and recommend.
Authenticity scales: narrative is worth as much as product. But it only gains scale when there's a structure capable of sustaining the volume it generates.
Operational structure ensures longevity: charisma opens doors, but efficiency is what sustains growth — without it, you lose everything you built.
Real connection, authenticity and structured operations: that's how every Tha Beauty launch stops being a bet and becomes sustainable, scalable performance.
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