We Pink

We Pink was founded in 2021 by Virgínia Fonseca, a Brazilian-American television presenter and digital influencer with one of the largest social media followings in Brazil. Launched as a beauty and personal care brand, the label reached commercial scale rapidly: within its first month of operation it reported ten million Brazilian reais in profit, and by early 2023 was moving over 100,000 fragrance bottles a month. The brand's perfumes carry Fonseca's initials and are positioned as feminine, accessible everyday scents with a tropical warmth. The fragrance range spans body splashes, deodorant colognes, and eau de parfums built around oriental-floral, fruity, and gourmand accords — jasmine, tropical fruits, patchouli, and amber feature across the line. Perfumers Samuel Moraes and Thierry Bessard have collaborated on compositions for the brand. Pricing is calibrated for a broad Brazilian consumer audience, sitting comfortably below international designer bottles. The brand distributes through its own e-commerce platform at wepink.com.br and through select Brazilian beauty retailers. It has expanded its catalogue to include skincare, hair care, and makeup alongside the core perfumery offering, all united by a pink colour language and Fonseca's highly recognisable personal brand.