Who is Mayara Cardoso?

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Mayara Cardoso: Empowering Brazilian Beauty Through Authenticity and Innovation

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Mayara Cardoso is a Brazilian beauty entrepreneur, influencer, and founder of BIX Makeup, a brand known for its multifunctional beauty applicators. Born and raised in Brazil, Mayara began her journey in the digital world by sharing makeup tutorials and beauty routines that resonated with young women across the country. Her passion for cosmetics and her natural charisma quickly attracted a loyal following. Today, she is recognized as one of Brazil's most influential voices in beauty and self-care.

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What sets Mayara apart is her ability to blend professional-grade makeup knowledge with authentic storytelling. Her content often includes behind-the-scenes moments of her life as a businesswoman, traveler, and content creator. She doesn’t just sell beauty—she shares a vision of empowerment, encouraging women to take ownership of their image and self-worth. This blend of transparency and ambition is a cornerstone of her brand identity.

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In 2021, Mayara launched BIX Makeup, her own beauty brand focused on accessibility, innovation, and sustainability. The brand's hero product, a uniquely designed applicator, is frequently featured in her viral TikTok videos and Instagram tutorials. By integrating her product line into her personal content, she built a trusted bridge between creator and consumer. BIX Makeup is not just a brand—it is a continuation of her personal story and a reflection of her community's needs.

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Beyond beauty, Mayara uses her platform to champion themes like female entrepreneurship and ecological consciousness. Her bilingual content (Portuguese and occasionally English) connects with a wide audience, but she remains rooted in the Brazilian digital culture. She collaborates with other content creators, national brands, and lifestyle communities, consistently expanding her influence. Through every post, she reflects her belief that beauty can be a tool for self-expression, confidence, and connection.

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An Influencer Active on Social Media

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Mayara is active across four platforms: TikTok, Instagram, YouTube, and X (formerly Twitter). TikTok and Instagram are her pillars, with strong engagement and high content quality. YouTube and X are largely inactive, serving as secondary presence markers.

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Mayara Cardoso's Social Media Strategy Analysis

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Instagram – Aesthetic Storytelling Meets Strategic Branding

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Mayara’s Instagram is her most followed platform, serving as her primary space for curating lifestyle aesthetics and promotional content. With over 512K followers and strong visual storytelling, her feed is a mix of polished shoots, branded events, and personal reflections. She uses the platform to position herself as both a beauty creator and an empowered entrepreneur. This tone aligns closely with the values of her audience: confidence, authenticity, and elegance.

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Her posting frequency — approximately 6 posts per month — reflects a deliberate strategy focused on quality over quantity. Content includes brand tags like @mcdonalds_br and event coverage such as Lollapalooza, giving brands high-visibility through lifestyle-driven content. She balances fashion-forward looks with relatable moments, such as travel or personal milestones. This balance gives her content a warm, human tone while maintaining visual consistency.

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Engagement is steady, with an average of 1.6K interactions per post and over 56K average views, supported by her conversational yet concise captions. She uses Portuguese almost exclusively, cementing her niche appeal to a Brazilian audience. Her reels and carousel posts tend to perform the best, particularly when integrating BIX Makeup tools or collaborating with public figures. This content format amplifies reach while keeping interaction high.

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Mayara’s Instagram strategy relies on subtle yet powerful brand integration. Her own brand, BIX Makeup, is tagged organically within tutorials and lifestyle posts, merging influence with commerce. Instead of traditional product promotions, she prefers story-driven promotion—making the audience feel like they’re part of her entrepreneurial journey. This emotional investment transforms passive followers into engaged brand advocates.

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• Username: @mayaracardoso
• Influence Score: 80.1/100
• Followers: 512.4K
• Activity: 6 posts/month
• Engagement Rate: 0.31%
• Growth: 0%
• Average Engagement: 1.6K
• Posting Habits: Once a week at 5 PM EST

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TikTok – Viral Energy With Product-Centric Hooks

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TikTok is where Mayara demonstrates her creative agility, using fast-paced content to promote BIX Makeup and engage with trends. With 278.3K followers and consistent viral hits, she posts roughly 4–5 videos per week. Her most popular videos have garnered up to 1.4M views, especially those demonstrating how her applicator fits specific facial contours. This platform is the launchpad for BIX’s product education and storytelling.

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Mayara’s video format is consistent: she opens with a bold visual hook (close-up face, bright lighting), then delivers clear product usage. Whether replicating celebrity looks or showcasing makeup transformations, each post offers entertainment with a sales pitch woven in. She often leverages TikTok’s “POV” and trending audio formats to increase relatability. This formula has proven effective, turning tutorials into shoppable moments.

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With an engagement rate of 0.32%, her TikTok content performs slightly better than Instagram in terms of viewer interaction. The content also allows for higher frequency without compromising quality, thanks to its casual nature. Short-form videos, typically under 30 seconds, ensure viewers receive the core message quickly. BIX products are always either in-hand or applied, ensuring subtle but repeated brand exposure.

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TikTok is Mayara’s most product-driven channel and likely her top source of direct brand ROI. Its immediacy, combined with her visual charisma and strong lighting/editing, makes the content highly effective for product placement. Here, Mayara doesn’t just influence—she educates and entertains with a distinct brand voice. This platform is integral to maintaining momentum for both personal branding and BIX sales growth.

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• Username: @mayaracardosoa
• Influence Score: 80.7/100
• Followers: 278.3K
• Activity: 4.5 videos/week
• Engagement Rate: 0.32%
• Growth: 0%
• Average Engagement: 889
• Posting Habits: Daily at 1 PM EST

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YouTube – Dormant Legacy with Untapped Potential

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Mayara’s YouTube, despite having an impressive 457K subscribers, is currently inactive. The last post was made 7 years ago, and there has been no sign of recent activity. Her channel still garners some visits due to its subscriber count, but it lacks any new content strategy or engagement. This leaves a substantial audience segment underutilized.

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The platform was likely built during her early days as a beauty blogger, before shifting focus to Instagram and TikTok. While her aesthetic would translate well to tutorials, routines, or branded product launches, this potential remains untapped. YouTube could be ideal for long-form storytelling—such as business updates, beauty routines, or collaborations—but is currently abandoned. As such, it offers no direct engagement or monetization value today.

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• Username: @blogmayaracardoso
• Influence Score: 20.2/100
• Followers: 457K
• 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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X (Twitter) – Minimal Activity, Brand Signal Only

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Mayara’s Twitter presence is minimal, with just over 14K followers and no active posting in the past 2 years. The platform is mostly used to list her contact information and cross-link to Instagram. While this suggests basic brand hygiene, it offers no engagement, visibility, or real content strategy. The account’s influence score is a low 9.6/100, confirming inactivity.

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Her follower base here is small compared to her other channels and has shown 0% growth in the last 30 days. The tone and content of her previous tweets are generic, focusing on basic updates or promotional messages. Unlike Instagram or TikTok, there is no sign of storytelling, engagement with followers, or real-time content participation. The account functions more like a placeholder than a communication channel.

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• Username: @mayaracardosoa
• Influence Score: 9.6/100
• Followers: 14.3K
• Activity: 0 tweets/week
• Engagement Rate: 0%
• Growth: 0%
• Average Engagement: 0
• Posting Habits: Once a year at 11 AM EST

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Mayara Cardoso's Social Media Influence Summary

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Mayara Cardoso ranks in the top 10% of TikTok influencers in Brazil, the top 3% for makeup creators nationally, and the top 5% for makeup globally, solidifying her as a leading voice in the beauty niche.

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Content Strategy: Blending Beauty and Business

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Mayara Cardoso’s content strategy centers on seamlessly blending product-focused tutorials with aspirational lifestyle moments, using authenticity and visual storytelling to drive engagement and brand loyalty.

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Reachability and Partnerships

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Mayara Cardoso is highly reachable for partnerships through her listed business email, which is prominently displayed across her Instagram and Twitter bios. She frequently collaborates with both national brands like McDonald's Brasil and Tinder Brasil, integrating products organically into her lifestyle content.

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Her brand, BIX Makeup, is featured in nearly every TikTok video, signaling her openness to campaigns that align with beauty, female entrepreneurship, or product innovation. She maintains a professional tone in captions and tags, making it easy for brands to gauge deliverables and engagement style.

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Conclusion: Building Influence Through Purpose, Product, and Presence

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Mayara Cardoso is a dynamic Brazilian beauty influencer whose strength lies in combining personal branding with a clear product focus. Her platforms — especially TikTok and Instagram — are efficient vehicles for brand storytelling and consumer engagement. While she could expand her strategy through newsletters or reactivation of YouTube, her current approach delivers steady influence and brand loyalty.

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