Founder and CEO of an independent brand, Minas Gerais Mariana Maria Couto is known to millions of people by the nickname Maria Maria, a trademark of her social networks that accumulate more than 50 million followers, but also for the success of her eight -year -old company, Mari Maria Makeup.
The businesswoman and influencer spoke about her career, management, family business and other topics in exclusive conversation with the Infoomoney interview. Check out the highlights of the interview, which can be watched in full on the InfoMoney channel on YouTube.
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Trajectory
Graduated in aesthetics and cosmetology, Mari began with her career as an influential in an unpretentious way, posting videos while making up on Facebook in 2014, but the big hit took place on her YouTube channel and, later, on Instagram – when her net profile was followed by millions of people inside and outside Brazil.
In 2017, the influencer became an entrepreneur, to found her own business: Maria Maria Makeup, alongside her husband, businessman Rudy Rocha, with whom the company’s management and decisions related to her career to date.
In 2023, the influencer took another important step in establishing a society with the Brazilian OX cosmetics company, which opened the door for the launch of hair products with her brand.
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Family business
Like thousands of entrepreneurs, Mari brought her family close to the business at various areas, whether in personal advice, the company’s legal and even in the Maria Maria Makeup membership. Now at least five family members work directly with her – three sisters and a brother -in -law, as well as her husband, Rudy.
“My first partner was my husband. He was always a great encouragement and partner … From the beginning, when I started making video, he was encouraging me a lot. Then when I thought about bringing a product, he was the person who said, ‘What do you want? Remember, in an interview.
For the entrepreneur, open dialogue and respect for processes are essential, even when it comes to family members. “Family is important, but the priority is business, professionalism. You can’t mix things,” he says.
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About brushes and patents
Makeup lovers often refer to the triangular brush as a symbolic and original product of Maria Maria Makeup, whose application area made of bristles forms a triangle. The product, launched in 2018, was unheard of in Brazil and worldwide.
Initially the item was patented in Brazil, but not in other country, such as the United States, a country of origin of the makeup brand of American influencer Kylie Jenner, Kylie Cosmetics.
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Maria Maria Makeup and Kylie Cosmetics was the same and, in 2023, the US brand launched a brush equal to that of the Brazilian, with color as the only difference. Following the announcement of the intention to sell the product by Kylie Cosmetics in Brazil, received with surprise by the Brazilian influencer, the two companies talked to enter a consensus and was eventually decided that both the national brand and the Kylie Cosmetics version could be sold in the country.
Asked about the learning of this process, Maria Maria stresses that Brazilian entrepreneurs should value their ideas and protect them. “If you came up with an idea, run after, record. The idea everyone has, but it’s how you act and develops that makes the difference.”
She also comments on the challenge of dealing with copies and inspirations in the globalized market: “We live in a world where people get inspired very fast, so we need to be protected to enjoy what you created.”
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Internationalization and Trends
Mari Maria Makeup is in the process of internationalization, with negotiations in Portugal, in other South America and the United States. Apart from all the financial and logistics challenges of this stage, Mari’s concern is to maintain quality and Brazilianness at a distance.
About the trends of the segment, the businesswoman bets on the return of matte lipsticks and the diversity of skin options: “We will have a very strong moment for mouth, with lipsticks and new formulas, especially following the Korean trend of smoky and matured mouth”.
Already not, sees a resounding impact of artificial intelligence and advises the creators of content not to row against the tide. “There are things that you are already in doubt, is this real or not? (…) Who can specialize in [criar com] It will grow a lot, because the content created by technology is increasingly present. ”
When asked if she fears her as an influencer, she replied, “No, because I think it’s just about believing in reinvention.”
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“The risk is mine, so the responsibility is mine”
Despite delegating functions, Mari says he maintains active participation, especially in marketing and product development, pondering between knowing the time to listen to experts and the time to make the final decision.
“The decision is lonely, but you can share opinions. At the end of the day, the risk is mine, so the responsibility too.” The businesswoman points out that it is essential to rely on the team, but without giving up control: “You can’t arrive and say that it’s the trainee’s fault. I hit my chest and take responsibility”.
“Only those who are obsessed can do something great”
Mari Maria defines herself as a focused and obsessed entrepreneur for what she does: “My best quality is the focus, I’m obsessed, I have hyperfoco, obsession. And I think only when you are obsessed that you can do it every day, overcome and do something grand”.
However, it admits that your biggest defect is the immediacy: “I have that thing to do soon. ‘Better done than perfect’. And that sometimes gets in the way. Because there is time you have to sit, study and understand.”
