Company has invested in campaigns with celebrities such as Lima Duarte, Marília Gabriela and Sabrina Sato to promote line of supplements; Owner Sidney Oliveira was arrested on Tuesday (12.ago) in operation against tax frauds
Neymar Jr., Lima Duarte, Marília Gabriela, Amaury Jr., Sabrina Sato and Celso Portiolli are some of the celebrities who have starred in advertising campaigns from Ultrafarma, a company whose owner and founder, Sidney Oliveira, was this Thursday (12.ago.2025).
The arrest was the result of Operation Icarus, conducted by the MPSP (São Paulo Public Prosecutor). Oliveira is investigated for participating in a fraud scheme in tax credits that may have moved $ 1 billion in bribes since 2021.
The operation also resulted in the arrest of Mario Otávio Gomes, statutory director of the Fast Shop Group, and Artur Gomes da Silva Neto, supervisor of Difis (Supervisory Board) of the State Finance Secretariat.
At the end of 2015, according to the Ultrafarma hired Neymar Jr. to record film and license campaign of the line of supplements, vitamins and minerals Sidney Oliveira, for publicity in Brazil and China. In 2016, according to starred in the brand campaign alongside Amaury Jr. two years later, in 2017, according to the the player starred in the campaign “Wake up to Life”, recorded in Barcelona (Spain). Production associated the consumption of the vitamin line at the physical disposition demonstrated by the athlete.
Actor Lima Duarte also maintains a relationship with the brand. In 2022, he starred in one of the Sidney Oliveira line talking about quality of life and health. In the same year, he participated alongside the presenter Sabrina Sato. In 2023, he starred in line commercials
Journalist Marília Gabriela Campaign for the Sidney Oliveira line of Supplements in 2014. In 2024, she launched an official campaign as representative of the line, according to OE, in 2025, starred in which interview Oliveira.
In addition to the video with Neymar, Amaury Jr. with Sidney Oliveira in 2016. In 2017, he made omega 3 of the brand.
Presenter Celso Portiolli starred in 2017 the “Portiolli Delivery”, highlighting the ease and discounts offered by Ultrafarma, with national network broadcast.
Sabrina Sato, in addition to the campaign with Lima Duarte in 2022, launched in 2025 one from the Sidney Oliveira line with the presence of her mother, highlighting health and well-being, aired in the main communication vehicles.
Investigation of tax fraud
According to the GEDEC (Special Action Group on the Repression of Economic Crimes), which coordinated the operation, the scheme involved the manipulation of administrative proceedings to facilitate the discharge of tax credits to the companies involved.
During searches at the house of one of those investigated in Alphaville, São Paulo Metropolitan Region, prosecutors and police seized money and emerald packages.
Investigations indicate that the tax auditor received monthly payments through a company registered on behalf of his mother as counterpart for the services provided.
The Secretariat of Finance and Planning of the State of São Paulo (SEFAZ-SP) reported in a statement that “It has instituted administrative procedure to determine the conduct of the server involved” and that “It has formally requested MPSP to share all information relevant to the case.”
O Poder360 He sought Ultrafarma, Fast Shop, Gedec and MPSP by email, but obtained no response until the publication of this report. The space is still open.
This digital newspaper also sought the agencies and advisors of Neymar Jr., Lima Duarte, Marília Gabriela, Amaury Jr., Sabrina Sato and Celso Portiolli. The post will be updated in case of demonstrations.
