Evelyn Regly Appointed Head of Social Commerce at Embelleze, Driving Global-Focused Digital Growth Strategy
- Sona Times - Editorial
- Mar 25
- 2 min read
Embelleze has announced a strategic move to expand its presence in the digital landscape, appointing influencer and entrepreneur Evelyn Regly as its new Head of Social Commerce. The decision strengthens a partnership that has spanned more than a decade and signals the beginning of a new phase centered on performance, conversion, and scalable growth across social platforms.
In her new role, Regly will lead initiatives that bridge content creation and digital sales, focusing on two key pillars: Embelleze Digital—a division dedicated to developing exclusive products for e-commerce and online marketplaces—and the company’s official affiliate program.
The company’s broader objective is to build an integrated ecosystem that connects influence, community, and conversion, reinforcing its position in the fast-growing social commerce sector both in Brazil and internationally.
According to recent market projections, Brazil’s social commerce market reached approximately US$4.16 billion in 2025, following a period of rapid expansion with consistent double-digit annual growth. Fueled by high social media penetration and the widespread adoption of mobile shopping, the channel has become one of the country’s leading digital sales drivers.
Consumer behavior is also shifting: more than half of Brazilians (55%) already use social media as a shopping channel, while 51% report being more likely to purchase products recommended by friends or influencers online—highlighting the growing impact of creator-led commerce.
“We are entering this new phase ready to transform social selling,” said Regly. “I’ll be applying everything I’ve learned over the years in a practical way, with the goal of positioning Embelleze among the top marketplace sellers by 2027.”
For Embelleze president Jomar Beltrame, the move underscores the company’s commitment to continuous digital innovation. “In the digital space, reinvention is a daily requirement. Evelyn’s presence in this new chapter is essential to accelerating our transformation,” he said.
From Influencer to Strategic Leader
Regly’s relationship with Embelleze began in 2017, when she became an ambassador for Maxton, the company’s hair color brand. Over time, she became the face of multiple product lines and currently represents the shade Maxton Marrom Caramelo 7.37—now the company’s top-selling hair color across digital channels.
Since 2024, she has also served as Embelleze’s official spokesperson, participating in both commercial and institutional campaigns. She notably led the national campaign “Embelleze Transforms Your Life,” which spanned digital platforms, traditional media, and broadcast television.
Her appointment marks a natural evolution of this long-standing collaboration and reflects a broader strategic shift. Embelleze is aligning itself with global trends that integrate the creator economy into core business operations, merging digital influence with measurable commercial performance.
With this new structure, the company is betting on the combined power of digital authority, engaged communities, and data-driven commerce to accelerate marketplace growth and position itself as a leading force in social commerce by 2027.
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