Addicted to lice, businesswoman presents unusual project on reality show


The entrepreneur Verônica Belfort dedicates her life’s work to something that most Prime Time Zone are repulsed: lice. She created a company specialized in exterminating head lice from children and is going to Shark Tank Brasil this Friday (18th) to make a partnership proposal to investors.

On the Sony Channel reality show, Verônica asks the sharks, as the program’s great entrepreneurs are called, the amount of R $ 100 thousand in exchange for a 30% stake in their business, Império do Piolho.

She started the company after her daughter caught the parasite and found no one specialized in solving this problem. Veronica herself rolled up her sleeves, did the whole process of removing the lice and nits from the child and understood that she could commercialize her talent for the thing.

“Due to the great demand, the opportunity arose to set up a physical space, for customers to come and be served,” she says. Verônica’s idea is to set up a beauty salon specialized in hair cleaning, that is: with employees dedicated to exterminating lice.

She asks for the contribution of the sharks to make this unusual dream come true, but they do not play head first. Veronica has to work hard to prove that lice are a good deal.

Also participating in the program are the owner of a company specialized in setting up rubber playgrounds, an entrepreneur who created a children’s book subscription service focused on black children and the inventor of a hair loss cosmetic.

Successful format in more than 40 countries, the Shark Tank is in its fifth season in Brazil. The new episode of the reality show will air on the Sony Channel this Friday at 10pm.

Feedback Policy

This space aims to expand the debate on the subject addressed in the news, democratically and respectfully. Anonymous comments are not accepted nor do they violate ethical and moral laws and principles or promote illegal or criminal activities. Thus, slanderous, defamatory, prejudiced, offensive, aggressive comments that use bad words, incite violence, express hate speech or contain links are summarily deleted.