Portfolio IV Lumina Fragancias
Two million in. Ten million out. Two years. Almost no marketing.
Lumina Fragancias
The Receipts
Real sales activity — pre-AI growth
5×
Margin on invested capital · over two years · artisanal production
+
COP cumulative sales · pre-Amplifica · pre-Nexus
11
Formulas in rotation — 5 ready, 6 in experimentation
Dogfood
The internal proof point for Amplifica, Nexus, Sondea
A real brand, built on word of mouth alone.
Lumina is a direct-to-consumer fragrance house operating in Bogotá since roughly 2024. Real sales activity, not pre-launch — live on Instagram, on a marketplace, and in a physical store.
Approximately five-times margin on invested capital ( COP in, > COP out) over two years on essentially no marketing.
It is also the dogfooding case study for the Brainz product stack. If our own AI tools can't grow our own brand, they can't grow anyone's.
If Brainz's own AI tools can't grow Lumina, they can't grow anything for paying clients.
Dogfooding principle · Internal
Artisanal first. AI second. Brand-safe always.
-
I.
Built artisanal first, scaled second.
Laura formulated Paraíso Cítrico, Tabaco y Vainilla Negra, Calma, and a queue of experiments — Bambú, Avena, Suculenta, Diwali. Low capital requirements; high margin from day one.
-
II.
Wired Amplifica → Lumina Instagram.
Daniela owns Amplifica execution. Content for Lumina runs through the virality scorer before posting — the brand becomes Amplifica's most public proof point.
-
III.
Pointed Nexus at corporate gifts.
B2B angle: Colombian mid-size companies, marketing and HR contacts. Sondea enriches the company list with corporate-gift budget signals. Memorable gifts → measurable retention.
-
IV.
Kept formalization timing clean.
Personal income for now. Migrate to a corporate structure once Brainz SAS is stable — no later disentangling. Lumina-specific revenue tracked separately so the dogfooding case study stays real.
A real brand with real receipts.
-
>
COP cumulative sales over roughly two years — without paid acquisition
-
~5×
Margin on the COP invested · artisanal production
-
3
Sales surfaces live — Instagram, marketplace, physical retail
-
Dogfood
Internal proof point for Amplifica, Nexus, and Sondea
What it runs on. Who runs it now.
- Amplifica (content)
- Nexus (B2B outbound)
- Sondea (enrichment)
- Local retail
- Online marketplace
— end of chapter IV —
Laura Murcia
Operator · Lumina Fragancias
Same loop. Your team next.
If this pattern fits your room, let's have a conversation.
A single discovery call. Then a written, scoped Companion engagement — or a clean no, with notes on what we saw.