Desinchá: 100% approval and R$ 98k recovered with AI

In a still-cold market, Desinchá fizzed up. Founded in 2017, the brand emerged when Brazil represented just 1% of global tea consumption, but its founders saw a rising trend: the search for a healthier life.

That's how the brand's first functional blend was born, free of gluten, sugar and lactose, designed to turn well-being into a habit.

What started with tea became community, influence and scale. With creators like Gabriela Pugliesi, Bruna Marquezine, Bella Falconi, Rodrigo and Beta, Desinchá consolidated its digital presence, becoming the number 1 tea in Brazil and expanding its portfolio to functional coffees, creatine, melatonin and gummies.

But at the peak of that growth, the brand pulled a real disappearing act: an instability in its former payment processor, caused by an AWS outage, that halted operations in the pre-Black Friday period, one of the most important moments of the year.

And that's when they needed a solution as fast as an instant tea.

Pre-Black Friday: 30 minutes and 100% approval

“If we close now, how long does it take you to get Desinchá running on Appmax? You have 30 minutes. If you make it, we close the deal.”

That's how Bruna, e-commerce manager at Desinchá, reached out to Appmax in October 2025, on the eve of the biggest retail date.

The answer came at the speed the moment demanded. More than a payment solution, the brand needed a partner able to act fast, ensure stability and keep up with the pace of the business, exactly what Appmax delivered, as Bruna highlights:

In the very first month with Appmax, Desinchá reached 100% approval, with only 0.1% chargeback. In the following months, the operation kept approvals consistently above 99%, combining performance, stability, close support and AI for sales recovery.

Appmax approval dashboard

R$ 98k recovered in a single month

With Appmax GenAI, Desinchá accumulated 392 orders between cart recovery and Pix in January 2026, totaling R$ 98k recovered in a single month.

Sales recovery in the Appmax dashboard

Trained with the brand's context, products and differentials, the generative AI understands the consumer's objections and responds in a hyper-personalized way. If the customer abandons the purchase due to price, doubts about quality or delivery time, GenAI breaks objections and resends the pre-filled checkout to make completing the purchase easier.

From entrepreneur to entrepreneur

More than influencer marketing, what turned the brand into a reference was the ability to create products that are part of consumers' daily lives.

Desinchá shows that product creates desire, community creates scale, operations create continuity, and that's how growth becomes routine.