Evelyn Regly takes on the role of Head of Social Commerce at Embelleze and drives the digital growth strategy

Photo by Yuri Teixeira

Embelleze announces a strategic move to expand its presence in the digital space. Influencer and entrepreneur Evelyn Regly officially takes on the role of Head of Social Commerce at the company. The appointment strengthens a partnership of more than a decade between the content creator and the brand and marks the beginning of a new phase focused on performance, conversion, and expansion across social platforms.

In her new position, Evelyn will lead strategies that connect content production and sales in the digital environment, focusing on two key pillars: Embelleze Digital, a division dedicated to developing exclusive products for e-commerce and marketplaces, and the brand’s official affiliate program.

Embelleze’s goal is to build an integrated structure that combines influence, community, and conversion, expanding its presence in social commerce—a segment that has been experiencing consistent growth in Brazil and worldwide.

Photo by Yuri Teixeira

According to market projections released last year, social commerce in Brazil reached approximately US$ 4.16 billion in 2025, following a period of accelerated expansion with double-digit annual growth. Driven by the high penetration of social media and the consolidation of mobile shopping, this format has established itself as one of the country’s main digital sales channels.

Recent data indicates that more than half of Brazilians—55 percent—already use social media as a shopping channel, with 51 percent of consumers more likely to purchase a product after seeing friends or influencers recommend items on digital platforms.

“We are already starting this new phase, and I will be working alongside Embelleze to revolutionize sales through social media. I will use everything I’ve learned over the years and apply it in practice to position Embelleze as one of the leading sellers on marketplaces by 2027,” says Evelyn Regly.

For Jomar Beltrame, president of Embelleze, the move reinforces the company’s commitment to digital innovation. “In the digital space, we need to reinvent ourselves every day, and Evelyn’s presence in this new phase of Embelleze is essential.”

From influencer to strategic leadership

The relationship between Evelyn and Embelleze began in 2017, when the content creator became an ambassador for Maxton, the company’s hair coloring brand. Over the years, Evelyn has been the face of several shades in the line and currently represents Maxton Marrom Caramelo 7.37, which is now the best-selling hair color across the company’s digital channels.

Photo by Yuri Teixeira

Since last year, Evelyn has also served as Embelleze’s official spokesperson, taking part in both advertising and institutional campaigns. She was the ambassador for the national campaign “Embelleze Transforms Your Life,” with online and offline placements, including appearances on broadcast TV programs.

Her appointment as Head of Social Commerce represents a natural evolution of the partnership and signals Embelleze’s investment in an increasingly integrated model between the creator economy and corporate strategy, in line with global trends that connect digital influence with commercial performance.

With this new structure, Embelleze is betting on the combination of digital authority, an engaged community, and commercial intelligence to accelerate its presence on marketplaces and strengthen its position as a leading force in social commerce sales by 2027.