Hinode: what happened to the multi-level marketing giant
From meteoric rise to shrinkage: how Hinode reached its peak, faced controversies, and is now trying to reinvent itself with Gusttavo Lima.
TL;DR
- Hinode, founded in 1988, grew significantly through multi-level marketing, reaching R$ 2.7 billion in revenue by 2018.
- The company faced accusations of operating as a financial pyramid, though investigations did not substantiate these claims.
- Rapid growth led to structural issues, including product shortages and difficulty retaining consultants, causing revenue to fall to R$ 1.5 billion in 2019.
- Hinode has undergone restructuring, including staff cuts, franchise closures, and a reduced product catalog.
- The company is now partnering with singer Gusttavo Lima to distribute his fragrance line, aiming to attract a younger audience and reposition the brand.