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Juliê Mendes: Styling São Paulo’s Fashion Scene with Gen Z Energy

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Juliê Mendes studies fashion while also building a recognizable voice in Brazil’s lifestyle creator community. Her roots in São Paulo give her content a distinctly urban feel, often showcasing accessible fashion in everyday settings. She has built her identity around confident personal style and visually rich media, attracting young women interested in beauty, style, and fitness. Her signature tone is casual and candid, pairing strong visuals with expressive captions that reflect Gen Z's conversational norms.

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She consistently collaborates with trend-focused brands such as SHEIN, SHEIN Brasil, and SHEGLAM—having tagged each multiple times across her content. This level of partnership shows her relevance in Brazil’s fast fashion and beauty sectors. Beyond simple tagging, her content feels integrated with these brands, often showing try-ons or unboxing with expressive reactions, gestures, or editing.

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While TikTok remains her main audience hub, she also posts actively on Instagram, where her photo-driven posts provide a slower, more curated visual contrast to her TikTok clips. She has a high posting frequency (up to twice daily) and clear routine habits, helping her maintain visibility and algorithm favorability. Despite slower growth on Instagram, her audience remains highly engaged with her playful aesthetic and direct style.

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Juliê avoids political content entirely and focuses on positivity, rated “cheerful” on her content scale. This brand-safe style has helped her become a reliable partner for sponsored campaigns and giveaways. Whether through humor-infused posts or energetic visuals, her content maintains a consistent tone that feels approachable and high-energy without veering into controversy.

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An Influencer Active on Social Media

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Juliê Mendes is active across TikTok, Instagram, X (formerly Twitter), and YouTube, with her most impactful presence concentrated on TikTok.

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Julie Mendes' Social Media Strategy Analysis

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TikTok Strategy: Energetic Drops and Trend Hooks

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Juliê’s TikTok strategy revolves around high-volume, consistent posting—averaging 11.4 videos per week, often twice daily at 6 PM. This cadence keeps her firmly in the feed of her 2.3M followers and helps maintain a strong 1.09% engagement rate. Her top-performing videos combine quick transitions, tight visuals, and casual humor, making everyday moments feel cinematic.

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Her most successful clips (e.g., product hand shots or gym-related gestures) pair brand mentions with expressive gestures, a format her audience recognizes and responds to. She regularly integrates products like SHEGLAM into her content through direct interaction or subtle product reveals. Music trends, lip syncs, and candid audio overlays add an informal layer to each post, mirroring her tone.

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Her editing style is bold but fast, with handheld angles, zooms, and direct-to-camera talk that creates intimacy. This lets her cut through the noise of aesthetic overload seen in many fashion influencers. Instead of overproduction, she favors movement and expression to carry the video—boosting authenticity.

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Juliê uses TikTok as her main content funnel, converting attention into views and engagements rather than driving traffic to external links. Her casual-but-polished delivery, combined with brand familiarity, makes her ideal for sponsored content that needs visibility without sounding rehearsed.

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• Username: @julie.mendesss
• Influence Score: 87.7/100
• Followers: 2.3M
• Activity: 11.4 videos/week
• Engagement Rate: 1.09%
• Growth: 0% (last 30 days)
• Average Engagement: 25K
• Posting Habits: Twice a day at 6 PM EST

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Instagram Strategy: Visual Consistency and Fashion-Centric Storytelling

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On Instagram, Juliê presents a slightly more curated version of her personality—favoring structured outfit shots, lifestyle poses, and high-contrast imagery. With nearly 486K followers and 9 posts monthly, she leans into visuals that translate well into fashion engagement: clear lighting, confident posture, and expressive makeup or wardrobe details.

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She maintains consistent brand tagging behavior, having featured SHEIN and SHEGLAM across 20+ posts. Her fashion hauls and solo shots often include clickable tags or product context, subtly encouraging interest without overt promotion. Engagement peaks on photo posts that balance sensuality with playfulness, such as bedroom setups or tropical shoots.

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Captioning on Instagram is concise and often includes Portuguese slang, emojis, or references that echo Gen Z humor. This makes the platform feel less formal than her photos might suggest, reinforcing her casual tone. Each image complements her TikTok persona without being a direct copy.

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While her growth on Instagram dipped slightly (-0.26%), her average engagement remains steady. She uses Instagram as a visual archive and lifestyle portfolio, helping position herself for long-term brand deals rooted in aesthetic alignment and fashion identity.

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• Username: @juliemendes
• Influence Score: 78.1/100
• Followers: 485.9K
• Activity: 9 posts/month
• Engagement Rate: 0.69%
• Growth: -0.26% (last 30 days)
• Average Engagement: 3.4K
• Posting Habits: Twice a week at 5 PM EST

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X (Twitter) Strategy: Commentary and Cultural Side Notes

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Juliê’s use of X is minimal and more spontaneous, with only 0.5 tweets per week to her 12.7K followers. Posts are rarely planned for growth—most are jokes, observations, or reactions tied to local pop culture or football, like humorous takes on Corinthians matches. Her engagement rate here is low (0.02%) but serves as a personality outlet.

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Unlike her visual-first platforms, X shows Juliê’s ability to lean into casual commentary and candid phrasing. Tweets are text-only, rarely include links or media, and often contain local references or Portuguese colloquialisms. This keeps her connected with a niche follower base that values her humor over her fashion sense.

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There’s no branding or promotional behavior on this channel, and she does not cross-promote her other platforms here. The tone is raw and unfiltered, often with no hashtags or tags, giving it a diary-like quality. This sets it apart from the strategy-heavy approach of TikTok and Instagram.

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Despite low traffic, this platform still plays a role in building a well-rounded creator image. Her presence on X adds a layer of relatability for followers who appreciate spontaneous, text-driven content that complements her visual-heavy brand elsewhere.

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• Username: @julie_mendess
• Influence Score: 57.6/100
• Followers: 12.7K
• Activity: 0.5 tweets/week
• Engagement Rate: 0.02%
• Growth: 0%
• Average Engagement: 3
• Posting Habits: Twice a month at 10 PM EST

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YouTube Strategy: Inactive But Potentially Strategic

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Juliê’s YouTube channel, with just 6.8K followers, remains dormant—showing no activity in over a year. Despite its current inactivity, the platform still presents an opportunity for future long-form content such as vlogs, GRWMs (Get Ready With Me), or product reviews that don’t fit into her short-form style.

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Historically, she hasn't used YouTube to build community or audience engagement, which may be due to the time and editing demands of long-form video. All indicators (0 engagement, 0 growth, 0 views) suggest she has deprioritized it in favor of higher-performing platforms.

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• Username: Juliê Mendes
• Influence Score: 13.3/100
• Followers: 6.8K
• Activity: 0 videos/month
• Engagement Rate: 0%
• Growth: 0%
• Average Engagement: 0
• Posting Habits: Once a year at 8 PM EST

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Julie Mendes' Social Media Influence Summary

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Juliê Mendes ranks in the Top 1% for Outfits & Styling in Brazil and Top 2% on TikTok Brazil, highlighting her strong influence in the country’s fashion creator space.

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Learn more about the Favikon Methodology here

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Content Strategy: Bold, Expressive, and Brand-Friendly

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Juliê’s content stands out for its casual tone, vibrant visuals, and brand-safe execution. She avoids political discussion entirely and focuses instead on cheerful, relatable posts that emphasize personal style and beauty hacks. Her videos often feature close-ups of product interaction (e.g., SHEGLAM makeup, SHEIN items) paired with expressive gestures or music-driven humor.

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Reachability and Partnerships

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Juliê Mendes is highly reachable and open to partnerships, especially in the fashion and beauty sectors. She has tagged SHEIN and SHEGLAM more than 30 times collectively, suggesting familiarity with sponsored post formats. Her profile notes a high likelihood of accepting brand deals, particularly for product reviews or fashion promos.

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Her brand-safe content and young female audience make her especially appealing to affordable fashion brands targeting Gen Z. Additionally, her fast-paced TikTok format allows products to be showcased naturally in everyday routines or humor-driven videos, boosting conversion potential.

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Conclusion: Gen Z Style in Motion

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Juliê Mendes continues to define what Gen Z fashion influencing looks like in Brazil—high-energy, brand-forward, and unmistakably personal. Her strength lies in her ability to maintain consistent visibility while staying relatable to her audience. With continued engagement and brand support, she’s set to remain a fixture in the country’s fashion and lifestyle creator space.

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