Sallve is Brazil's community-first skincare startup — co-founded by mega-influencer Julia Petit, with products developed alongside consumers in a DTC-only digital model.
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See all ads on AdLibrary →Sallve is Brazil's first digitally native vertical brand in cosmetics, founded in 2018 by Julia Petit, Juliana Shor, and Marcia Netto. The brand co-creates products with its community, using consumer input at the formulation stage — an unprecedented model in Brazilian beauty. Launched in May 2019, Sallve sells exclusively through its own DTC digital channels.
Sallve's advertising is inseparable from Julia Petit's personal brand — her decision to go dark on social media before the launch, then announce Sallve, created one of Brazil's most anticipated beauty brand debuts. Community co-creation content ('you helped build this formula') creates ownership-level brand loyalty. Browse Sallve ads on AdLibrary to see how founder-influencer brands structure launch and retention campaigns.
Instagram is Sallve's primary channel — Julia Petit's following provides an organic distribution engine that reduces paid acquisition dependency. Community content, ingredient education, and product development transparency are core content pillars. Facebook supports DTC conversion and retargeting for existing community members.
Core themes: 'feito com você' (made with you), science-backed clean formulas, ingredient transparency, community partnership in product development, and Brazilian skin diversity. Tone is smart, warm, and community-inclusive — Sallve communicates like a friend who happens to be a cosmetic chemist.
Sallve's community co-creation model is one of the most sophisticated pre-launch marketing tactics in Brazilian beauty: by involving consumers in product formulation, the brand created committed brand advocates before the first product sold. When those consumers then buy the product they helped create, they are purchasing their own idea — a fundamentally different relationship than a standard transaction.
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