She started doing eyebrows by chance less than ten years ago, when a professional at the beauty clinic where she worked resigned and left behind dozens of clients with pending services. These were micropigmentation touch-ups, something that no one else in the place knew how to do.
The clinic’s first impulse was to return the money, but Natalia proposed a different path: why didn’t she take a quick course herself to learn the basics and avoid cash embezzlement? She took care of the management side, so it didn’t seem like a great idea — it’s just that no one had a better one.
“With the desire to solve a problem, I opened the door to the biggest opportunity of my life. I tell everyone this: the biggest opportunities are usually in problems that no one wants to solve”, he says on , the streaming platform.
Her service, by her own account, was poor at that time; but, by focusing on good service, she managed to keep customers coming back and even recommending friends.
The experience was so successful that, in a short time, Natalia opened her own business, dealt with personal debts of almost R$100,000 and became one of the main names in the beauty sector in Brazil — to the point of, nowadays, charging R$12,500 for eyebrows.
“My time for care is less, so my time has become more expensive”, adding that, in fact, getting your eyebrows done isn’t worth all that.
“But people pay R$12,500 to be with me for an hour and a half, to ask me about their company, to ask for advice on their next steps. [A pessoa paga] and then say that it was attended not by Natalia’s team, but by Natalia. Because it generates a certain status. So people buy access”, he explains.
“Those who pay to do it with me — and there’s a waiting list — are those who want this beyond their eyebrows: they want to understand how I built my brand, they want social media tips. If we stop to think about it, it’s a one-hour individual mentoring and half, and the person comes out even more beautiful.”
Founder of the Natalia Beauty Group, which today brings together 14 companies operating throughout Brazil and abroad, she dedicates part of her classes at CasaFolha to teaching various techniques that she uses in her business to retain customers and conquer markets — including ways to grow in social networks, where she has more than 11 million followers.
The full course is available to subscribers at . With a 67% discount at launch, the annual plan costs R$ 19.90 per month (R$ 59.90 without the promotion) and includes unlimited access to all news from Sheet on the website and in the mobile and tablet app.
Anyone who is already a subscriber to the newspaper does not need a new subscription; just upgrade under special conditions at .
The platform already has classes from 12 great personalities. There are names like Monja Coen, former minister Pedro Malan, and Bruno Gualano, a professor at USP who knows what science knows about food and physical exercise.
Additionally, new content is added every month. Next Thursday (21), for example, will be , led by José Padilha, director and screenwriter of hits such as the film “Tropa de Elite” and the Netflix series “Narcos”.
The filmmaker’s lessons will inaugurate a new journey at CasaFolha, called “Communication and Creativity”; Natalia Beauty’s are part of the group entitled “Money and Career”, focused on topics such as leadership and entrepreneurship.
“In this course, I’m going to tell you what made the difference for me, in seven years, from a scenario of a lot of debt to an ecosystem, a million-dollar empire in the area of beauty and other areas that we are already integrating within the group”, says the businesswoman, who is a columnist for Sheet.
One of the first lessons she teaches is one of the first lessons she learned in the business world: good service makes all the difference.
Natalia takes this theory to its ultimate consequences. For example, in her clinic on Avenida Rebouças, in São Paulo, she looks for different ways to awaken positive sensations in clients, in what she calls marketing of the five senses.
She activates the vision with the facade full of roses; the sense of smell, with a relaxing essence in the environment; the palate, with a Nutella cappuccino and homemade cakes; listening, with playlists designed for each day of the week; and touch, with hugs and massages.
“When we activate the customer’s five senses, we awaken their sixth sense, which is unconscious: they fall in love with you and become a ‘brand lover’, who is passionate about your brand.”
The businesswoman states that, by generating positive affective memories, she increases the chance of a customer remembering her brand and recommending her clinic to other people. And, to get back to R$12,500 for the eyebrow, he also increases the price of his own services.
“It’s really shocking,” says Natalia. “But people, really: it’s not about eyebrows; it’s the value I generate around the brand.”
How to subscribe to CasaFolha
To subscribe to the platform, simply go to . The subscription, with a 67% discount at launch, costs R$ 19.90 per month in the annual plan (R$ 59.90 without the promotion) and includes unlimited access to all the news from Sheet no site e no app.
Anyone who is already a subscriber to the newspaper does not need a new subscription. Simply upgrade under special conditions to have all CasaFolha content available: .
CasaFolha courses
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COMMUNICATION AND CREATIVITY JOURNEY
José Padilha He is a director, screenwriter and producer. One of the most important filmmakers today, he directed hits such as “Tropa de Elite”, “Narcos”, “RoboCop” and “Ônibus 174”. He received dozens of international awards, such as the Emmy and the Golden Bear at the Berlin Festival.
Based on his experience in films, series and documentaries, he talks about all stages of audiovisual, from creating scripts to editing the work, including building characters and directing the narrative, among other topics.
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MONEY AND CAREER JOURNEY
Well Karina Bortoni, A reference in business advice, he is a specialist in leadership, management and entrepreneurship. She worked for almost 20 years at McKinsey consultancy and was the first female CEO of a publicly traded bank in Brazil, when she led a transformation process at BMG
Course – Innovate to evolve
Ana Karina Bortoni explains the importance of personal and corporate evolution. She gives tips for leaders to manage this type of transformation in companies and discusses important topics such as the role of boards and the dilemma of in-person vs. remote work.
Candido Bracher He was president of Itaú Unibanco, the largest private bank in Brazil. During his 40-year career as an executive in the financial sector, he founded the BBA bank and presided over Itaú BBA. He is a columnist for Sheet
How does a CEO think? Candido Bracher offers insights by recalling his career in the financial sector, explains why today’s leaders need to act against climate change and points out opportunities in the environmental agenda.
Edu Lyrainfluencer, multi-award-winning social entrepreneur, is founder and CEO of the NGO Gerando Falcões, an ecosystem dedicated to overcoming poverty in favelas
Curso – The paths of the entrepreneur
Born in an extremely poor region, Edu Lyra reveals the secrets to being a successful entrepreneur. In just over ten years, he built a network that has already impacted more than 5,000 favelas in Brazil.
Natalia Beauty is a multi-entrepreneur and founder of Natalia Beauty Group, operating in the beauty market. With services admired by celebrities, she has more than 11 million followers on social media. He is a columnist for Sheet
Course – Creating valuable brands
Natalia Beauty teaches you how to value a brand. She explains notions about mentality, company culture, branding, social cause, brand movement and marketing of the 5 senses. She also gives tips for growing on social media.
Pedro Malan He is one of the greatest economists in Brazil. He was Minister of Finance during FHC’s two terms, president of the Central Bank, chief negotiator of Brazilian external debt and representative of Brazil on the Executive Board of the World Bank
Pedro Malan teaches how to analyze the economy based on some triads: the relationship between past, present and future; the short, medium and long term view; national, regional and global dynamics; the articulation between economy, institutional policy and society.
Rachel Maiabusinesswoman and executive advisor, is CEO of RM Consulting and founder of Instituto Capacita-me. First black woman CEO of a large company in Brazil, presided over Lacoste and the jewelry stores Tiffany and Pandora
Rachel Maia teaches ways to advance your career in the corporate world. She analyzes some rules of the game, explains the importance of seeking improvement and gives tips for the job interview, how to behave in the work environment and how to hold leadership positions.
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PERSONAL TRANSFORMATION AND WELL-BEING JOURNEY
Alexandre Kalache He is a gerontologist and one of the world’s leading experts on longevity. He was director of the Department of Aging and Health at the WHO (World Health Organization) for more than ten years and is president of the International Longevity Center Brazil
Alexandre Kalache teaches you what you need to know to live longer and better. He explains what the longevity revolution is, talks about its consequences and proposes a mantra: “the sooner you start preparing for old age, the better – but it’s never too late”.
Bruno Gualano He has a doctorate in physical education and sport from USP and founder of the Center for Lifestyle Medicine, where he conducts scientific research on nutrition and exercise. Classified as one of the most influential scientists in the world, he has won award-winning work in this area and is a columnist for Sheet
Bruno Gualano teaches what we know about two pillars of health and well-being: healthy eating and physical activity. With his scientist’s eye, he explains what works and what’s nonsense in the fitness world and gives tips for anyone who wants to stay in shape.
Monica AndersenPhD in psychobiology, is a professor at Unifesp, where she heads the sleep biology discipline. Listed as one of the most influential scientists in the world, she is director of the Sleep Institute and a member of the Brazilian Sleep Society and the Sleep Research Society
Course – The science of sleep
Monica Andersen teaches you how to sleep better. She presents what science knows about the topic, points out ways to identify problems linked to sleep, talks about the relationship between sleep and sexuality and gives useful tips for everyone.
Monja Cohen is an official missionary of the Soto Shu Zen Buddhist tradition, based in Japan. Founder of the Zendo Brasil community, she has more than 300 disciples and has published more than 30 books, including “Aprenda a Viver O Agora” and “O Sofrimento É Opcional “
Monja Coen Roshi teaches zazen techniques, the practice of sitting meditation. She also talks about the principles of Zen Buddhism and gives tips on how to deal with suffering, improve decision-making and learn to live in the now.
Suzana Herculano-Houzel is a biologist and neuroscientist at Vanderbilt University (United States). Internationally awarded, she is the first female editor-in-chief of the Journal of Comparative Neurology. Among his many books is “The Human Advantage – How Our Brain Became Superpowerful”. He is a columnist for Sheet
Course – The potential of the brain
Suzana Herculano-Houzel teaches why our brain has become super powerful and, based on knowledge from neuroscience, shows what we can do to become more intelligent, make better decisions and be happier.
Vera Iaconelli She is a psychoanalyst and holds a PhD in Psychology from USP. Director of the Gerar Institute of Psychoanalysis, she wrote the books “Raising Children in the 21st Century” and “Manifesto Antimaternalista”. He is a columnist for Sheet
Raising children has always been difficult, but the 21st century imposes unprecedented challenges on fathers, mothers and anyone who decides to dedicate themselves to this task. Vera Iaconelli has an in-depth discussion on the subject and brings insights into topics such as the internet, the teenage crisis and the difficulty in establishing limits.
