In the lively Brazilian business world, where new ideas and old ones come together, Sandra Chayo is a great example of someone who embodies the spirit of reinvention. Sandra is the sócia-diretora (partner-director) of the famous lingerie brand Hope. She has not only taken over a family business, but she has also turned it into a modern empire of fashion, health, and women’s empowerment. Chayo’s rise from working behind the scenes to becoming a well-known internet personality is a testament to her ability to combine authenticity with strategic digital savvy. She has been named a Forbes 2022 Woman of Success and a sharp-eyed juror on Shark Tank Brasil. Sandra Chayo is a shining example for aspiring entrepreneurs, especially women, at a time when social media amplifies voices and shapes brands. She shows that courage and vision can turn heritage into a global conversation.
From Family Roots to the Top of a Company
Sandra Chayo was born into a family of strong people. Her father, Nissim Hara, was a visionary Jewish entrepreneur who started Hope in 1980. What started as a small lingerie factory in São Paulo has grown into a huge business with more than 400 stores in Brazil and a strong online presence. Hara’s story is one of immigrant grit: he came to Brazil with little more than determination and built Hope on the values of quality, comfort, and inclusivity. These are values that are very important in a market that is often criticized for having unrealistic beauty standards.
But Sandra was never happy with just getting the throne. In a frank 2025 interview on CNN Brasil’s No Lucro podcast, she talked about her desire to make her own way: “I wanted to build my own story.” Chayo took on leadership roles in the early 2010s and led important growth efforts, such as the brand’s move into franchising and its early adoption of online sales. This made Hope a leader in Brazil’s digital retail boom. “What’s the benefit of being a precursor?” “You take more hits, but you’re already there when everything clicks,” she said, emphasizing the risks she took long before e-commerce became common.
Hope grew beyond just lingerie with her help. The Grupo Hope now includes wellness products, activewear, and lifestyle programs, all with the goal of “empowering people to be their best versions every day.” This change shows how Chayo sees business as more than just selling things; it’s also about building self-esteem and body positivity. Her hard work earned her the Forbes award, which made her a role model in an industry that is mostly male.
The Digital Dynamo: How to Build Your Own Brand Online
Sandra Chayo is a real internet personality because she knows how to use social media to make a big company seem more human. Chayo has turned Hope’s story into a relatable, empowering conversation. She has a lot of followers on LinkedIn, including executives and influencers, and she is active on Instagram and her own website, sandrachayo.com.br. She’s not just posting pictures of products; she’s also sharing honest thoughts on leadership, work-life balance, and the harsh truths of being an entrepreneur.
Her Papo Íntimo podcast was started as a way for her to have private conversations with other moguls about the “true motivations” behind their success. Every Monday, new episodes come out. Chayo’s warm, probing style draws in listeners. It’s less like boardroom talk and more like heartfelt confessions over coffee. On X (formerly Twitter), she talks directly to fans through her handle @SandraChayo. She spreads messages of resilience and innovation. Recent posts talk about her role in events like the Feira do Empreendedor, where she talked about building a legacy and businesses run by women. Working with reputation management companies like Blank makes her online image even better, putting her in the same league as Rony Meisler of Reserva and Renata Vichi of Kopenhagen. This shows that Chayo sees personal branding as a strategic asset.
Chayo’s online presence isn’t an accident. In a 2025 Money Report article, she said, “Social media reinforces purposes and values.” This helped her connect Hope’s traditional roots with modern relevance. Her posts, which include motivational quotes, behind-the-scenes looks, and calls to action for women’s economic independence, have gotten thousands of likes and shares, turning followers into advocates. In a time when being real is more important than being perfect, Chayo’s honesty about how hard it is to balance being a mother, an executive, and growing as a person speaks to a lot of people. She is a go-to voice for millennials and Gen Z professionals.
The No-Nonsense Investor is in the spotlight on Shark Tank.
Chayo’s canvas is social media, and Shark Tank Brasil is her stage. As a juror on the show, she brings a new point of view: she’s both an empath and a smart judge. Chayo is known for asking tough questions about scalability and founder grit. She has put money into startups that fit with Hope’s values, like wellness tech and sustainable fashion. Her appearances, which are listed on IMDb, show a juror who values “courage to risk” over flashy pitches. Some people might say she’s “one of the weaker investors” because she takes her time, but others like that she focuses on long-term success instead of quick wins.
Chayo speaks out for founders who don’t get enough attention, and she often talks about how funding is biased against women. Her time in office has not only raised her profile, but it has also brought in real money for a variety of businesses, which shows her commitment to fairness in business.
A Legacy of Giving Power in a World That Is Changing
Sandra Chayo is still changing as of October 2025. Her recent talks at events like the Brazilian Week in New York show how ambitious she is on a global scale. Her podcast episodes go deeper into the emotional aspects of success. She is still a strong supporter of mental health and work flexibility, two issues that are very important to her as Brazil recovers from the pandemic. She balances her roles as an executive, mother, and media maven.
Sandra Chayo’s story is more than just a business biography; it’s a call to action to change your life. In a world where family ties can feel like chains, she’s shown how to use them as wings. Chayo’s message is clear for young women who are scrolling through their feeds and dreaming of boardrooms and more: Success isn’t something you get from your parents; it’s something you build, one bold step (and viral post) at a time. One thing is for sure: Hope’s best chapters are still to come as she turns 45 and Chayo’s influence grows.
