What happened to Hinode: from crisis to partnership with Gusttavo Lima
Understand how Hinode shrank after its billionaire peak and why multi-level marketing is betting on singer Gusttavo Lima to recover the market in 2026.
TL;DR
- Hinode experienced a significant retraction after peaking in 2018, with reduced revenue and consultant network.
- The company implemented a strategy of professionalizing management and repositioning its brand.
- A new partnership with singer Gusttavo Lima aims to attract new audiences and revitalize the brand.
- The company faced accusations of being a financial pyramid scheme, though unproven, and criticisms regarding consultant stock accumulation.
- Hinode experienced a sharp revenue drop in 2019 and had to cut its product catalog, close franchises, and reduce staff.
- The current strategy focuses on popular classes, reduced prices, and leveraging Gusttavo Lima's fanbase.