Get to know the story of Isabela Cerqueira, who left a position in a multinational to invest in sexuality
Today, nearly half of small businesses in Brazil are led by women, according to data from the Instituto Rede Mulher Empreendedora (IRME). The quota exceeds 30 million, in a universe of 52 million people, according to data from the Global Entrepreneurship Monitor 2020 (GEM).
However, in a society where female audiences face an abyss of gender inequality, becoming an entrepreneur is an art. When the work is with sexuality, everything becomes even more challenging.
In this scenario, Isabela Cerqueira, creator and CEO of Good Vibres, a company that emerged on the Internet with the disclosure of sexual well-being, has managed to redefine the segment. At the age of 26, the engineer leaves his job in a multinational and sets up the company in a back room of her house.
To break the taboos on sexuality and change the eroticized approach to sex toys, female masturbation and other topics, Isabela focuses on the debate on the subject and on the sale of accessories that increase the capacity for pleasure in intimate moments, such as vibrators, suction cups, lubricants etc. .
Treat sex naturally
She says she has always been very natural with arguments about sex. No wonder, Good Vibres was born out of a desire to help people experience their sexuality in a healthier and happier way.
For Isabela, the blocks in communication and sexual experience are due to taboo, a reflection of generations of women who have not been taught to know their bodies, their desires and the potential to enjoy pleasure.
“I’ve always enjoyed talking about sex and saw it as something natural. However, when I brought the subject up in conversations with friends, I realized that this was not the reality for most people, ”she explains.
The project came to life in 2020, during the pandemic, when she started this discussion on Instagram with her friends, bringing different points about sexuality in an open way, widening the circle of conversation for those who wanted to listen and talk about sex without taboos. The page grew much faster than I imagined.
It suddenly became a business
The hook for combining sexual content came when she exposed her passion for sex toys and how they were instrumental in her personal sexual self-knowledge process. Many people have started asking for advice on erotic articles for this purpose.
At that moment he understood the difficulty of finding quality products on the market, with affordable prices, which aimed at personal pleasure. It was then that he took the opportunity to turn that passion into a company.
In October 2020, Isabela quit her job under the CLT regime and literally put her face on her brand. With nearly 90,000 followers, it is the image of Good Vibres and publishes videos with thousands of views that speak openly about pleasure in a humanized way.
In just two years, Good Vibres shows exponential growth. In September 2022, revenues have already doubled compared to the whole of 2021. With continued expansion, Isabela and her team, which now numbers eight people, have already had to change offices twice after the small room that housed their first headquarters. .
Time for expansion
Now, the entrepreneur focuses on expansion. Both in the discussion of sexuality and in sales. He started his postgraduate sex education studies to expand educational content and just launched the first product in his production line: Senses Lubri vegan lube and moisturizer. In 2023, the goal is to create more partnerships with department stores and drugstores to launch more signature products.
In recognition of her work, the entrepreneur was invited to serve on the e-commerce and retail board of the Rio de Janeiro Trade Association (ACRJ).
“Contributing to job creation and becoming the executive director of an institution with 212 years of tradition was a milestone in my career,” says Isabela Cerqueira.
“The beginning was very difficult because talking about such a delicate subject unfortunately still involves hearing a lot of criticism and harassment. For many it was embarrassing to talk about a subject that, in my opinion, should be natural. However, I went on with the idea that I couldn’t talk about sex without taboos if I was ashamed or afraid to openly address the topic on social media with my image. Being a woman and deciding to try your hand at the erotic market requires courage and resilience to face the patriarchal world against which you are playing. But with a lot of love, truth and innovative strategies, today we are precursors of sexual well-being and we help thousands of people along this path ”, she analyzes.
Despite the challenges, Isabela believes that working hard, having clear goals, connecting the company with a meaningful purpose, and building a good team are some of the determining factors for success.
“Entrepreneurship does not expect you to be on an inspired or productive day, so I believe that the way the entrepreneur manages adversity, managing to generate effective solutions and opportunities, is fundamental for a company”, concludes the CEO.
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Benjamin Smith is a fashion journalist and author at Gossipify, known for his coverage of the latest fashion trends and industry insights. He writes about clothing, shoes, accessories, and runway shows, providing in-depth analysis and unique perspectives. He’s respected for his ability to spot emerging designers and trends, and for providing practical fashion advice to readers.
