Jade Picon is successful on social media, where she has more than 21 million followers, but also outside of them. The influencer, actress and entrepreneur has in her brand body splashes and Aura Beauty creams proxy of herself: even though she was young, she showed results very quickly, and has an ambitious vision for the future.
After just 14 months of being launched in partnership with Hinode, the brand became number 1 in the beauty segment on TikTok Shop and accumulates revenue of R$40 million. In 2026, the objective is set: to reach the level of R$100 million.
Interestingly, the strategy does not involve using and abusing the famous name behind the business. “It’s ‘by Jade Picon’, but when you buy it, you go to a pharmacy, at the airport, and you see the packaging, it doesn’t have my name on it”, says Jade in an exclusive conversation with InfoMoney Interview.
Also the owner of the Jade Jade fashion brand, most consumed by her most loyal fans, she says the idea is to appeal to both her followers and the consumer in general. “I want it to be bigger than my name. Oftentimes, those who consume it don’t even know who I am, they don’t need to know, they just need to like the product.”
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Jade is not on Aura Beauty’s packaging, but she is on top of all stages of the business, from development to financial management. “I’m present in the processes from end to end. It’s not enough to put your name on a business and think it’s going to boom. The wheels need to turn”, he says.
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And it doesn’t stop there. In the wake of new developments there is also a new company with a brand already consolidated in the market, and the launch of the “Movimento Solar” platform, focused on wellnesssports, meditation and lifestyle healthy. “We want to inspire people to take care of their body and mind, with events and content that promote well-being”, he says.
The interview with Jade Picon also brings reflections on her career as an influencer, the importance of family, the support of her brother Leo, and her experience on Big Brother Brasil, her career as an actress and the challenges of dealing with criticism.
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Check out the main excerpts below:
InfoMoney: I would like to start by getting to know your background and where your entrepreneurial streak comes from. Your father is an entrepreneur, right? Can you count on what you work on?
Jade Picon: I had great examples in my home, our family, with his work. I accompanied my father in his work, his work, in short, with works and stones. So, on Saturdays when he was working, I, as a little girl, liked to go there and learn from him. I always saw what he was able to provide us with determination, discipline, and organization. My brother also started a new business, with a clothing brand, and gave me the opportunity to design collections so I could create my own in the future. My mother was not an entrepreneur, but she was always with us at all times, providing that family base, which was very important for me.
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InfoMoney: Your brother, Leo Picon, is a very recognized influencer, but you have become a phenomenon. How is this relationship between you? Does he feel part of the creation of Jade Picon (brand)?
Jade Picon: For sure. In our history, it is very important to be clear about the factors that helped us get to where we are. I know I had privileges. And I still count to this day the importance that my brother had in my story. It’s not enough to just want to do it and do it wherever you want. There are many factors that contribute to success, and Leo was one of them. I remember he created my Instagram and I said: “Leo, I don’t want it.” And he replied: “Hey, Jade, listen to me. Just post your photo work that you take, listen to me.” Leo is my great life partner, the person I love most in the universe. Just talking about him makes me emotional. He is the person who will be with me forever, who I can call, ask for an opinion and who always comforts me.
InfoMoney: At the beginning of the year, an unofficial spreadsheet containing anonymous evaluations by professionals from advertising companies about influencers circulated on the internet. Many were criticized, but you were highly praised for your seriousness and quality of delivery. Are you proud? What brings value to your deliveries?
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Jade Picon: I was very happy, of course, and I believe it was a good return for everything I value. I know that when I am hired by a brand, there is an expectation. I want to talk to the customer. If the script is not aligned, I send it for approval first. Because I want it to be a success. I only work with brands that have a perfect match with me, with my lifestyle, with what I believe in. I prefer brands that will be with me in the long term to build a story, not just one-off things. When I’m hired, I do everything I can to make it a great experience for the brand, for me and for the consumer, because the people who watch it will identify with it and want to purchase the product. When I’m an ambassador, you don’t only see the brand when I have to talk about it, because I use it, I like it and I believe in it, and that shows.
InfoMoney: Is there any work that you enjoyed doing most and that you would like to highlight?
Jade Picon: I’ve done a lot of work and I really like long-term work. I have a special affection for Adidas, which has been with me for almost 10 years. I was the first woman to co-create a sneaker with them in Brazil. I’m in their global campaign that’s coming out soon. I ran a launch campaign recently. It’s a brand with which we’ve built a beautiful story. I also love working with Eudora. I love it and I have complete freedom to suggest it. They have been part of all my transformations as an actress, like Kiara’s, Júlia’s, Soraia’s hair, which is what I use now.
InfoMoney: Can you tell us a little about the creation of your brands Jade ao Quadrado and Aura Beauty? How does work work in each one?
Jade Picon: Aura was born from this desire to create something that was a passion of mine: the beauty category. I wanted it to be bigger than me. Aura Beauty is 1 year old, but it has already reached incredible milestones, not only in revenue, but in reach. I am present in projects from end to end, from development, approval of the visual identity to closing meetings, invoicing, spreadsheets. I believe that this involvement is one of the reasons for success. It’s not enough to put your name on a business and think it’s going to boom. The gear needs to turn. But we managed to create a community, the public really embraced Aura. We have more than 5 thousand physical locations and thousands of content creators. We build a community.
Jade Jade – or Jade Squared – came first. Fashion is a passion too. When I was younger, I customized clothes. I created Jade Jade in 2018, when I was 17 years old. I had to talk to my parents and emancipate myself, but my desire was to open my own business. Jade Jade was born from the desire to be behind 360, because I was already developing clothing collections, cases, glasses. But I wanted a place where I could choose everything. Jade Jade is more artisanal, has occasional launches, unlike Aura, which has launches almost every month, because beauty products have a different appeal than clothing. Clothes need to meet other needs: style, fit. And the pieces I design at Jade Jade are pieces that I wear and that people who like my style buy.
InfoMoney: I realize that Jade Jade doesn’t have as wide a promotion as Aura Beauty, right?
Jade Picon: For sure. In fact, the choice of name is strategic. Aura Beauty is not named after me. It’s ‘by Jade Picon’, but when you buy it, go to a pharmacy, airport, and see the packaging, it doesn’t have my name. I created it to be bigger than me. I want whoever consumes it to not even know who I am, just to like the product. That’s Aura Beauty’s goal, to be bigger than me. I’ve already adjusted my place of experimentation, more free creation. I’m pleased to have these two places to tease me in different ways.
InfoMoney: Why did you accept to participate in Big Brother, being a more reserved person? Was it a strategy to take your career to another level?
Jade Picon: The day I received the call, I felt something very strong inside me telling me that I should go. I trust my intuition a lot. Of course I do things strategically, thinking about the responsibility I carry, the brands, the business, but I felt like I had to go. I knew it would open new doors, new horizons. On the internet, you have a niche, you know who follows you. With national projection, it’s a different life, another turn of events, another business. I went in with this feeling of not knowing what was going to happen, but certain of who I am. I knew nothing catastrophic would happen. Today I look back fondly, it was an experience that helped me a lot professionally and personally.
InfoMoney: Regarding your career as an actress, have you ever thought about pursuing this profession? How did this desire come about and what was your experience like in your first soap opera, Travessia?
Jade Picon: I have always admired the profession. In 2020, I was going to start an acting course, all paid for, with Fátima Toledo, but it was cancelled. Then came the invitation to Big Brother and everything happened. I’ve always had this inclination and admiration. When the opportunity came to audition for Travessia I said: “It will be an honor.” I had a month to prepare. I left in March, the test was in April. I passed, and that’s what everyone followed, experimenting and learning in front of Brazil. I discovered a passion. There are precious moments in the scene, when you are surrendered and the world ceases to exist.
InfoMoney: Among your activities as an influencer, actress and entrepreneur, which is the most profitable? And what do you see as your legacy for the future?
Jade Picon: They all come from my activity as an influencer, I can’t separate them. I see everything as an integrated ecosystem. Sometimes I need to focus more on one area, like when I was on the soap opera, I stopped with the brand to focus. Now, recording a vertical soap opera, I asked the team to take care of the brands. My legacy is this set of activities and what I still want to accomplish.
InfoMoney: Do you have any new projects on your radar that you can share with us?
Jade Picon: Movimento Solar is a platform focused on wellnesssports, meditation and healthy lifestyle. We started with an event in December, with sports routines, meditation, football, things I do with partner brands. We are working on future ideas, we have Instagram with content about exercise and healthy lifestyle. I believe it is a big trend. My healthy lifestyle changed my life. I want to pass this on. Who knows, maybe we’ll launch products in the future. The possibilities are endless.
The platform will connect people to seek new activities, and within the ecosystem will be my brands.
InfoMoney: And is there any new partnership in sight?
Jade Picon: I have a new company that I will start at the beginning of next year, with a brand already consolidated in the market. It will be a new experience for me, joining an already operating business. I will add innovation. I can’t open much, but I’m sure it will be a success, because it suits me.
InfoMoney: Finally, what is your best quality and biggest flaw as an entrepreneur?
Jade Picon: My best quality is that I never think it’s the end of the world. Whatever the problem, I take a breath and see how to solve it. If there’s no solution, there isn’t one. We recently had a problem with a launch, they called me and told me and I asked: “What can we do?” As an entrepreneur, you need to be practical, strategic, understand the fact and act to prevent it from happening again. You can’t waste time in despair. My flaw is that I don’t like waiting. I have ideas that I wish were ‘yesterday’. My team always puts my feet on the ground, explaining that some things take months to develop. I have a great sense of urgency in my personal life, but that doesn’t fit with business.
