LU X WELLA

Lu, from Magalu, enters her blonde era.
And we’re incredibly proud to say that our team was responsible for this transformation.

There’s a new blonde in town. Lu, Magalu’s virtual influencer with over 8.5 million Instagram followers, has undergone the most significant visual change in her 23-year history. In partnership with Koleston Deluxe by Wella, she traded her iconic brown hair for shade 101 Very Light Ash Blonde, a bold move designed not only to refresh her look, but to mark a new chapter in her journey as a cultural and commercial icon.

The blonde reveal was driven by a commercial action with Koleston Deluxe, aiming to boost sales within Magalu’s retail ecosystem. As highlighted by Celia Goldstein, Director of Magalu Ads, the visual shift aligns with a strategy focused on strong brand partnerships connected to consumers’ real lives. The collaboration integrates product placement while positioning Lu as a cultural asset rather than just a sales avatar. It bridges her massive digital reach with Koleston’s strength at the point of sale, combining online relevance with physical retail power. The impact was immediate: over 4 million views in less than 24 hours, surpassing 15 million views shortly after — and counting. The campaign reinforces Wella’s innovative DNA and represents a forward-thinking approach to beauty communication, humanizing virtual influencers through real-life dynamics of reinvention and experimentation.

Technically, bringing Lu’s blonde era to life required a seamless integration of 3D and Artificial Intelligence. Creating branded 3D characters has always been a highly sophisticated process, with a demanding technical bar and little margin for error. By incorporating AI into the pipeline, we were able to reduce rework, optimize production time, and enable scalable outputs without replacing the craft of skilled artists. As we previously shared on our social media, Lu is built upon a long-term creative and technical foundation grounded in concept and 3D modeling, which makes AI-driven iterations possible. From there, Lightfarm’s post-production expertise refines what AI alone cannot achieve, ensuring visual excellence, consistency, and alignment with our standards.

We’re grateful to our incredible Lightfarm team for the dedication and precision behind every detail of this transformation. And a special thank you to the Magalu team for trusting us with such an iconic evolution.