WePink, a cosmetics company owned by influencer Virginia Fonseca, reached an agreement with the Public Ministry of Goiás (MP-GO) and will pay R$5 million in compensation for collective moral damages due to violations of consumer rights.
Estadão tried to contact Virginia’s press office and WePink, but did not receive a response until the publication of this report. The influencer has also not commented publicly on the resolution of the case so far.
WePink must pay the amount in 20 installments of R$250,000 to the State Consumer Protection and Defense Fund (FEDC). The agreement led to a conduct adjustment agreement signed by the company and the process that was filed by the MP was extinguished.
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The MP-GO states that WePink committed six abusive practices against consumers: failure to deliver products, failure to meet deadlines, difficulty in refunding, poor service, exclusion of reviews and defective products.
WePink has accumulated more than 94,000 complaints registered in the last 12 months on the Reclame Aqui website, in addition to 340 formal complaints at Procon Goiás between 2024 and 2025. According to prosecutor Élvio Vicente da Silva, one of the company’s partners, Thiago Stabile, had acknowledged in a live broadcast on social media that the company sold products without having them in stock.
The TAC also provides for other actions in addition to paying the fine:
The company will only be able to carry out campaigns and sales, including lives, when there is proof of physical stock or real production and delivery capacity;
It must adopt auditable systems, accessible to the MP-GO and the consumer, to prove product availability;
Sale without stock or pre-sale without clear and prominent information about manufacturing and delivery times is prohibited;
Within 30 days, the company must implement a Customer Service (SAC) with human assistance (not automated) and initial response within 24 hours, provision of protocol and real-time monitoring of solutions, such as refunds and tracking;
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Complaints related to cancellations or refund requests must be resolved within seven days, especially in cases provided for in the right of withdrawal;
The company must also publish, in a permanent and accessible way on its social networks and official website, complete guidelines on consumer rights, rules for cancellation, exchange, refund and service channels, in addition to producing a tutorial video approved by the MP-GO;
The TAC also provides that WePink maintains, for at least five years, detailed records of all complaints, with date, protocol, problem reported, measures taken and level of consumer satisfaction;]
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Improper deletion of comments or reviews on official platforms is prohibited and subject to fines.
