Magazineluiza

Lu do Magalu is a CGI virtual influencer — not a real person — created by Magazine Luiza, one of Brazil's largest retail chains. She began as a digital assistant character and evolved into a fully developed social media personality with her own voice, aesthetic, and content style across multiple platforms. She is widely recognized as one of the most-followed virtual influencers in the world.

Galeria Magalu is a multi-concept retail space in São Paulo that brings together five different store experiences under one roof. Magalu has promoted it as a new kind of meeting point for customers, blending shopping with lifestyle experiences. It represents Magalu's strategy to merge their massive e-commerce presence with a reimagined physical retail space.

MagaluGames is Magalu's dedicated gaming content vertical, and Pãozito is a gaming character featured in its gameplay videos across YouTube and social media. The initiative targets Brazil's enormous gaming community, using entertainment content to connect with audiences who are also major buyers of the gaming hardware and electronics that Magalu sells. Content tagged #pãozitogameplay and #magalugames forms a distinct sub-channel within Lu's broader presence.

Yes — Lu do Magalu's Instagram bio explicitly invites followers to shop with her directly through WhatsApp. This reflects Magalu's broader conversational commerce strategy, meeting Brazilian consumers on the app they already use most. WhatsApp is one of the most dominant communication platforms in Brazil, making it a natural extension of Magalu's sales funnel.

Dell is one of the tech brands Lu do Magalu has featured in partnership content, positioning their laptops as tools that adapt to everyday routines. The messaging fits Lu's persona as a relatable, tech-forward virtual personality who recommends products she would theoretically use herself. Tech and electronics partnerships are a natural fit given that hardware is one of Magalu's core retail categories.

Época Cosméticos is a cosmetics retail brand within the Magalu ecosystem, and Lu do Magalu regularly features it in branded content tagged #épocacosméticos. It reflects Magalu's expansion beyond electronics and appliances into beauty and personal care. Lu's content acts as a bridge between Magalu's retail catalogue and beauty communities across Instagram and TikTok.

Lu do Magalu is widely regarded as the most prominent virtual influencer in Brazil and has been cited internationally as one of the most-followed CGI influencers in the world. Unlike purely artistic virtual influencer projects, Lu is directly tied to a major retailer, giving her a commercial scale and audience size that few virtual personalities can match. Her follower base spans well into the tens of millions across platforms.

Lu do Magalu's branded content spans tech, beauty, and food categories — named partners visible in her content include Dell for technology, Época Cosméticos for beauty, and Doriana for food. Because she is the virtual face of a mega-retailer, her sponsorships often align closely with categories Magalu already carries in-store and online. Posts tagged #publi flag her paid partnerships transparently for followers.

Combined across YouTube, Instagram, and TikTok, Lu do Magalu has well over 19 million followers, making her one of the largest brand-driven social media presences in Latin America. Her biggest platform by follower count is Instagram, though her YouTube channel runs significantly above the category average for engagement. Nearly all of her audience is based in Brazil.

Lu do Magalu is active on YouTube, Instagram, and TikTok, with YouTube being her primary platform according to her channel data. She maintains an official presence under the handle @magazineluiza across all three, with content tailored to each platform's format — from longer tech and lifestyle videos on YouTube to short-form entertainment on TikTok. Her Instagram also functions as a direct shopping touchpoint via WhatsApp integration.