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With Just R$ 50 Thousand, She Created an Innovative Fashion Company That Today Challenges Giants and Earns R$ 400 Million a Year
Carolina Matsuse did not imagine that a side job could turn into a global brand of tech clothing. A graduate engineer from the Instituto Tecnológico de Aeronáutica (ITA), with experience at major companies such as BCG, QuintoAndar, and Uber, she now leads Insider alongside her husband and partner, Yuri Gricheno, a company that earned R$ 400 million in 2024 and already reaches customers in more than 40 countries.
The story began in 2019 when Carolina took time off from Uber to participate in the Stanford Ignite entrepreneurship program with Yuri. Upon returning, she found an unorganized operation and had to take another week off work to sort out the structure of the brand that was still in its infancy. The decision not to return to corporate life was definitive. “I realized there was a huge opportunity there, and the opportunity cost of not diving into the business was too high,” she recalls.
The Leap from a Unique Product to Global Recognition
Insider was born in 2017 with a simple proposition: to offer a dress shirt with anti-odor and anti-sweat technology, designed for the daily lives of professionals who needed to maintain an impeccable appearance without sacrificing comfort. The choice was not random. It was a scalable product with the potential to quickly validate the digital model.
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Soon after, the duo ended up on the second season of the Shark Tank Brazil program. Although they received three investment offers, they decided to decline them. The exposure, however, was a turning point. “We left without stock and saw our revenue multiply by five in just one month,” recalls Carolina.
The initial capital came from the pockets of the two founders: R$ 50 thousand each. The first four years were marked by extreme financial discipline, with all excess reinvested in the business. The initial goal was to reach R$ 100 thousand in revenue in the first year, but the result was surprising: they closed with R$ 700 thousand.
The DNA of Discipline and the Partnership that Worked
As the daughter of entrepreneurial parents of Japanese descent, Carolina inherited the discipline and courage to take risks. She defines herself as calm and organized, while Yuri is creative and innovative. The difference in profiles, which could generate friction, ended up forming the basis of a solid partnership both personally and professionally.
Before taking on Insider full-time, Carolina pursued a strategic career. At BCG, she learned the importance of structure and business analysis. Later, at QuintoAndar and Uber, she gained exposure to dynamic environments and complex problems that she would later apply in her own company.
“Being entrepreneurs as a couple is not easy, but our complementary profiles made a difference. What could drive us apart ended up strengthening the partnership,” she highlights.
Reinvention During the Pandemic and Portfolio Expansion
The major turning point came in 2020. With the pandemic, Insider launched masks and antiviral shirts, addressing an immediate need of the population. This move not only ensured the company’s survival during a critical moment but also opened up space to expand the portfolio with new lines for the female audience.
Today, the brand is a reference in clothing made with tech fabrics and sustainable raw materials. Strategic collaborations have also boosted expansion, such as the partnership with designer Glória Coelho. Aggressive digital marketing has established Insider’s presence as one of the most innovative fashion startups in Brazil.
Leadership, Succession, and Future
With around 200 employees and over 1 million customers, Carolina is responsible for the company’s operations but has never stopped learning from the routine. For her, efficient management requires well-defined metrics and clear processes, but leadership goes beyond that. “Leadership is less about technique and more about emotional connection,” she states.
The entrepreneur is already thinking about the future and the legacy she wants to leave. “I’m very concerned about the next steps and also about who will take my place. This strategic outlook ensures that the company can continue to grow sustainably and boldly.”
The story of Carolina Matsuse and Yuri Gricheno shows how a side project, initiated with few resources and a lot of discipline, can transform into a powerhouse of R$ 400 million, uniting innovation, technology, and purpose.
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