Instant success is the biggest goal of almost all entrepreneurs. But that was precisely what almost ended Simple Organic when it was launched. After working for years with , journalist and publicist Patrícia Lima used her network of contacts to launch the . The products – which are made taking into account a reduction in waste, among other parameters – were launched at fashion designer Alexandre Herchcovitch’s show, at the 2017 edition of São Paulo Fashion Week.
“It was such a huge media success that the entire product stock scheduled for 6 months was sold out in 45 days”, said Patrícia, in an interview with , the videocast that tells the stories of successful men and women.
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The planning may have gone very wrong but the success showed that there was interest in the market and room for growth. “To this day, our challenge is to take care of inventory, because sales always exceed projections,” he says.
16 proposals
With the success of the business, investment and purchase proposals began to appear. The entrepreneur received 16 proposals in around three years and was almost closing with an investment fund until she was approached by another company. “In these 16 previous proposals, I had only spoken to male executives, focusing on the DRE. When we opened the cameras for the conversation, I saw a woman breastfeeding and I felt ‘at home’. I thought: this is my path.”
Thus, Simple Organic was purchased by Hypera Pharma () which, in the 3rd quarter of 2024, reported a net profit of R$370 million. Hypera does not disclose the specific results of the business units, but Patrícia, who remained CEO after the sale of the majority, speaks of around 140 employees, a distribution that has more than 30 physical stores and franchises, e-commerce, marketplaces and 2 thousand points in the pharmacy network with a portfolio of more than 110 products including cosmetics, makeup and supplements.
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The most recent news was a change in the organization. The company is now called The Simple Company and a new brand, People Color, was launched. “This change reflects the growth and maturity of Simple Organic and marks the beginning of a new trajectory for the company. The integration into The Simple Company allows us to further expand the brands’ operations within this umbrella”, says the press release.
To find out more details about the company’s history and learn about its strategy for the future, watch the full episode on . The program is available in its podcast version on the main streaming platforms such as , , , , and .
About From Zero to Top
O podcast From Zero to Top is a production of InfoMoney and brings, every Friday, the story of prominent women and men in the Brazilian market to tell their story, sharing the biggest challenges faced along the way and the main strategies used in building the business.
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The program has already received names such as the founder of Brisanet; , from Grupo Simpar; founder of XP Investimentos; , chairman of Cogna; co-founder of the Supley Group; CEO and founder of 3tentos; CEO of Rei do Mate; one of the founders of Mercado Livre; the businessman; , founder and CEO of Cobasi; executive responsible for Renner’s rise; and told dozens of success stories.
