Lu Soares: a woman leading an empire of self-esteem and innovation

BEAUTY COVER EDITION - MAY 2025 ISSUE

Photos: @marigraudin / Production: @talitaaribeiro / Make: @anellacasagrande / Press: @gio.prates

Visionary, determined, and driven by a clear purpose, Lu Soares graces the cover of the Beauty edition of Hooks Magazine — a special issue that celebrates the leading figures in beauty and aesthetics who are redefining the industry in Brazil. At the helm of Peach Up, Lu embodies a new generation of leaders who blend strategic intelligence, sensitivity, and courage to build brands with real impact.

Lu’s journey didn’t begin in the beauty world, but in an insurance brokerage — a pivotal experience where she learned about goals, management, and, above all, the value of human connections. These lessons became foundational pillars in the creation of Peach Up, now a national reference thanks to its bold mission: to restore women’s self-esteem through high-performance products and an authentic message.

The most iconic symbol of this revolution is BoomBoom Up, a body cream that quickly became a market phenomenon. With visible results in as little as seven days, it goes beyond aesthetic promises. The product is embraced by the brand — and by its consumers — as an invitation to reconnect with one’s body, to practice self-acceptance, and to embrace daily empowerment.

For Lu, beauty isn’t about unattainable standards — it’s about self-recognition. And it’s from this philosophy that Peach Up builds every campaign, every customer interaction, and every new formula: with active listening, humor, and a genuine connection to its community. The brand doesn’t speak to women — it speaks with them.

The entrepreneur, who has been gaining recognition at major e-commerce and innovation events alongside some of the biggest names in Brazilian retail, brings to Peach Up a mindset driven by data and powered by soul. Technology plays a key role in the company’s strategic decisions, but it is always paired with the feminine sensitivity that sees far more than just numbers in its consumers.

Now, Lu’s plans extend beyond Brazilian borders. She envisions the international expansion of Peach Up, bringing her formula of self-esteem and authenticity to new markets. In a sector where many brands still rely on illusion, Lu is betting on a solid path: beauty with purpose, products with real results, and a legacy built with courage.

The Beauty edition of Hooks Magazine celebrates not only the success of a businesswoman but also the impact of a woman who chose to transform her own story — and, in doing so, the stories of thousands of others.

Read the exclusive interview with Lu Soares for Hooks Magazine:

1. You started your career at an insurance brokerage. How did that experience influence the way you lead Peach Up today?

That experience gave me a strong foundation in management, sales, and results-driven thinking. I learned how to work with goals, handle pressure, and most importantly, connect with people. I brought that mindset to Peach Up with a focus on performance — but without losing the brand’s essence: closeness and authenticity.

2. BoomBoom Up became a phenomenon. When did you realize you were creating more than just a product — but a true experience of female empowerment?

When I started receiving messages from women saying they were looking at themselves in the mirror with more kindness, feeling confident again. We’re not just selling a cream — we’re delivering self-esteem. And self-esteem changes everything.

3. You often say that beauty is about recognition. How does that vision translate into your brand culture and your relationship with consumers?

Peach Up was born to recognize real beauty — unfiltered. We speak with honesty, humor, and connection. Every product, every campaign, every customer interaction is about making women feel seen, heard, and valued.

4. Many women entrepreneurs face resistance when trying to innovate in a saturated market. What advice would you give to someone who wants to create something disruptive with purpose?

Don’t wait for validation. The market will tell you it won’t work — until you prove otherwise. Be authentic, study what no one else is doing, and step in with courage. Purpose without boldness is just intention.

5. Your name has been gaining attention at e-commerce and retail events. What role do technology and data play in Peach Up’s strategic decisions?

A huge one. We use data constantly to understand our community’s behavior, anticipate needs, and enhance the experience. But we never stop actively listening to our customers — it’s technology with soul.

6. What do you see as the next big step — both for Peach Up and for the beauty industry as a whole?

For Peach Up, it’s international expansion — taking our self-esteem formula beyond Brazil. And for the industry, I see a strong shift toward more conscious beauty: products that deliver real results and brands with authentic positioning. If you're not genuine, you won’t last.