When a teacher decided to exchange the family car for what would become the first Evas Perfumaria store, few could have predicted what would come next. Today, the company earns around R$110 million per year, has its own logistics and a digital operation that serves all of Brazil.
“My mother believed first of all. I just wanted to study mathematics, but I ended up falling in love with being an entrepreneur”, recalls Carla Rigonatto, now CEO of Evas. The business, which was born unpretentiously, became an example of reinvention and purpose in the national beauty sector.
The businesswoman participated in the program From Zero to Top He told us a little about the company’s trajectory and his mother’s boldness in doing business. Today, the company sells more than 300 products per minute and brings together 75 top brands. With five physical stores, two beauty salons and its own distribution center, the brand also operates an expanding e-commerce.
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The decision that changed everything
The beginning of Evas was simple: a cosmetics store with two salon chairs in the back, family service and a local clientele. Carla divided her time between mathematics college and a hairdressing technical course, until she immersed herself in the business.
“It was in the beauty salon that things turned around. I looked at the cut, the angles… and I thought: ‘this is geometry’ and everything came together for me”, says the CEO.
The turning point came with the arrival of e-commerce and, later, with the pandemic. When everything closed, Evas faced bills and uncertainty. It was at that moment that Carla decided to digitize the operation and focus on personalizing the shopping experience.
“The pandemic could have ended us. But it was what saved the company. We had hygiene products and we started to close down trucks of gloves. We worked at funeral homes, hospitals, I even closed a company just to make masks for us during the pandemic. New businesses were emerging to the point that we started to run out of stock”, says Carla.
The result was an impressive leap. From a physical store, Evas started delivering thousands of orders per day throughout Brazil. The company invested in technology, logistics and branding, but without giving up what Carla calls its “biggest differentiator”: the human touch.
“We don’t just sell a product. We sell self-esteem. At Evas, we created this difference that ‘I want to color, but I also want to control what color I’m going to use and how much I’m going to spend'”, he summarizes. “Each box that leaves Evas carries a story and care.”
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Today, with more than 100 employees and a consolidated digital presence, Evas is preparing for a new cycle of expansion. The focus is on creating personalized experiences, integrating physical store, online and tailored service.
“We scaled from the pandemic from a turnover of R$5 or R$4 million a year to more than R$110 million a year in 2024. Now we are projecting a growth of 15% for 2025″, concludes Rigonatto.
Watch the full episode about Evas Perfumaria on the YouTube channel From Zero to Top or on the main podcast aggregators.
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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 and in its podcast version on the main streaming platforms such as , , and .
About From Zero to Top
O podcast From Zero to Top is an InfoMoney production and brings, every week, the stories 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.
