Lu from Magalu was born as a virtual assistant in 2003 and today is the face of Magalu, one of the biggest retail companies in Brazil – valued at US$31.5B. Her transformation to creator turned her into the biggest virtual influencer in the world, beating global pop culture icons, like Barbie. Lu from Magalu put a retail store in social and cultural contexts that had never been explored by this category. Hence, she became a pop culture celebrity. Her visibility and engagement exploded exponentially, creating new sources of revenue for Magalu.