Guava: 99.3% approval with just 0.06% chargeback

Beauty routines have changed. Multifunctional products that are easy to carry and deliver results without any fuss are taking up more and more room in makeup bags. Guava was born for that reality: to simplify the routine of real people.

With items that combine makeup and skincare, smart formulas and packaging designed to keep up with real life, from the morning rush to a touch-up between appointments.

What started with just three products became a community of 395 thousand followers, more than 32 items in the portfolio and an e-commerce that grew over 200% in the last year.

More than expanding its portfolio, Guava built a brand based on identification. Its feed brings together different faces, styles and routines, making real life not just the brand's inspiration but its greatest showcase, showing that its products were designed to keep up with real life in all of its versions.

People who look for the brand are not just looking for beauty products, they are looking for practicality. And that expectation does not end with the product: it extends to the entire buying journey, which needs to be as simple as using the products themselves.

When every approval counts: the result was R$ 100 thousand more in revenue

Guava's promise has always been to remove steps. Fewer products, fewer steps, more results.

And that is exactly the same logic the brand looked for in its payments when it chose Appmax.

In the second month of the partnership, in April 2026, the brand reached 99.3% approval with just 0.06% chargeback.

Guava's purpose is reflected in its results too: the brand shows there is no need to choose between performance and practicality, nor between approval and risk control. The growth of over R$ 100 thousand in revenue proves it is possible to maximize both at once.

Appmax dashboard with Guava's results

Brandness group: 3 brands, one same performance

In the beauty market, one of the most valuable recommendations is the one that comes from someone who has already tried it. That is exactly how Appmax expanded its presence within Brandness, the group Guava belongs to, which also brings together the brands Toda Up and Blumi.

Toda Up widens the freedom to dress. Blumi helps women feel more confident in every curve. Different promises, but one same goal: to deliver the best experience to their customers.

The results Guava achieved with Appmax led the solution to be adopted by the group's other operations as well. Today, all three brands share the same payments infrastructure and results above 99% approval prove how consistent that choice is.

Group

99.7%approval

99.3%approval

99.6%approval

Three brands. Three different audiences. One same performance.

From entrepreneur to entrepreneur

Guava shows that sustainable growth does not happen when you add more complexity. It happens when you remove friction and add value to your product.

By understanding the real life of its community, Guava earned what every brand is after: a genuine place in people's routines.