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3 min read

Last updated: 2026-05-19

~500-word summary of the most recent session. Read at session start, updated at session end.

Recent activity

  • Seed ingestion of cosmetics-research (4 sources, 2026-05-19): brought in the initial pillars research from personal/devord/cosmetics-research. Two framework / positioning sources (2026-04-07) plus two operations and distribution drafts (2026-04-21). Created 12 pages across product/, brand/, market/, operations/, distribution/. Operations and distribution pages carry [!unverified] callouts — channel shares, commission rates, MOQs, and supplier capabilities are from secondary sources and need direct verification before commitments.

In progress

  • Add the Community & Customer Experience pillar pages (parish-network activation, retention, post-purchase, UGC).
  • Refine market sizing with income-bracket + region + category weighting.
  • Decide starter SKUs and price ladder (open question on product-direction).

Key findings

  • The category is empty. Zero faith-based beauty brands in Brazil; ~8 small US-only brands globally. R$ 21.5 B/year gospel economy; moda evangélica is 31 years old and growing ~14% YoY. Beauty is the adjacent unfilled category in the 4th-largest cosmetics market in the world (positioning).
  • D2C is the right model, full stop. Direct sales (revendedoras) move ~70% of cosmetics in Brazil, but it’s a different business model — consultant portals, atacado pricing, ~100+ active consultants to be viable. Parish-network word-of-mouth + Instagram + WhatsApp does the distribution work without the overhead (channels-overview).
  • Lei 15.154/2025 unlocks a viable MVP path. Artisanal exemption (in effect 2025-08-30) skips ANVISA registration if production is manual, small-scale, no industrial automation, sold direct. Saves ~R$ 2,000–8,000 per SKU in notification costs during validation. Criteria still pending ANVISA — viable for MVP, not for scaling (anvisa).
  • Skincare-first is the right starting SKU mix. Grade 1 (notification-only, fast approval), high margins, daily use, strong replenishment. Aligned with “subtle, radiant, elegant” brand aesthetic. Bold color cosmetics conflict with modesty values (product-direction).
  • Conservative TAM clears the investment threshold. Phase 1 (Catholic women 18–45): R$ 230–460 M addressable, R$ 2.3–4.6 M revenue at 1% capture. Phase 1+2 doubles it. Enough to justify private-label investment without needing retail (sizing).
  • Shopify → Hydrogen is the storefront path. Start standard Shopify for MVP (days to launch, low maintenance); migrate to Hydrogen when bundles, skin quizzes, or subscriptions become core. Brazilian-specific gotchas: Shopify Payments not available (use PagBrasil or Mercado Pago); NF-e via Bling is mandatory before first sale; WhatsApp via Z-API or Notificame has high ROI (d2c-storefront).
  • Manipulation pharmacies are not a manufacturing option. RDC 67/2007 permits individualized prescriptions only; ANVISA actively enforced this in 2026 (four pharmacy suspensions in March 2026). Use a licensed contract manufacturer or the artisanal-exemption self-production path (manufacturing).

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