Beauty Date is a dual-sided platform designed for both clients booking beauty services and professionals managing their schedules. As Co-Founder and Chief Product Designer, I was responsible for leading the entire product experience — from the first CRM integrated with ERP in the industry to fully responsive native mobile apps for iOS and Android.

The mission: improve the lives of beauty professionals through scalable, user-centered technology.

In 2013, the concept of on-demand platforms was still new. The biggest challenge was to validate a digital-first habit in a traditionally offline industry — helping both professionals and customers adopt mobile booking as the new normal.

We also needed to serve both sides of the market: end users booking appointments, and professionals managing complex schedules, services, and business workflows.

In 2015, after raising $10M in funding, we acquired AZ, the leading ERP for salons in Brazil. We merged systems, teams, and client bases, creating a B2B ecosystem that included CRM, ERP, and mobile applications.

Working closely with beauty professionals, we identified key gaps:

A White Label native mobile app so salons could offer personalized branded experiences

A new management platform to streamline daily operations

A professional-facing tool called Beauty Pro for on-the-go service providers

I led the UX and UI strategy across all touchpoints. This included:

Information architecture for CRM + ERP integration

Responsive web and native mobile apps

Component-based design systems

Interaction design focused on micro-moments and ease of use

Design sprints, prototyping, and usability testing with real salon partners

My goal was to balance functionality and elegance, ensuring that each product felt intuitive, even for less tech-savvy users.

Featured in Apple’s “Apps We Love” section from 2016 onward

Received “App of the Year” from O2O Brazil (2016)

Selected by two accelerators: Startup Brazil (CNPQ) and 500 Startups

Grew from 10 to 150+ team members in Brazil

Now processes 1M+ online bookings and supports 5,000+ salons and 60,000+ professionals

Beauty Date wasn’t just a tech product — it helped shape a new market behavior. By combining user-centered design, solid infrastructure, and responsive interaction, we built a platform that professionals trusted and end users loved.