With a trajectory marked by spontaneity and charisma, Sarah Estanislau has established herself as one of the most beloved and influential voices on social media. The creator, who grew up showcasing her simple routine, her victories, mistakes, and good humor, has won a loyal audience precisely because she doesn’t create characters. “It feels like you’re talking to a friend,” her followers say—and it’s this closeness that fuels her presence in the world of fashion, lifestyle, and self-care.
Between workouts that turned into therapy, fashion choices that express her identity, and the inseparable company of her three dogs, Sarah constructs a real, affectionate, and powerful narrative. Now, at the height of her career, she is expanding projects, strengthening new content avenues, and preparing her first book, where she promises to share, with the same honesty as always, the stories that shaped her life before and after fame.
Your authenticity is one of your greatest strengths… at what point did you realize that this connected with so many people?
Honestly, I think it was when I stopped trying to please everyone and just started being myself. I came from a simple background, I grew on social media showing my daily life, my victories, my mistakes, my jokes… and people started to identify with that.
When I realized people were saying, ‘Sarah, it sounds like you’re talking to a friend,’ that’s when I understood that my personality could be a strength. I didn’t create a character… I just amplified who I already was.”
Fashion, beauty, self-care, and a healthy lifestyle: which one best reflects who you are off-camera?
Fashion, for sure. Fashion has always been my way of expressing myself. Even before social media, I already enjoyed putting together outfits, mixing luxury with a youthful vibe, and playing with trends.
It’s what best shows who I am in my day-to-day life: authentic, bold, humorous, and with that unique mix that only I have.
Your fitness routine inspires many people. What changed when you started seeing the gym as a way to maintain mental health?
Everything changed. I always enjoyed working out, but when I understood that it wasn’t just about aesthetics… that it was therapy… my life became completely different. Today, the gym keeps me grounded, gives me focus, gives me strength to deal with pressure, the internet, and demands. It’s the moment when I listen to myself, take care of myself, and reconnect with myself.
You maintain a light and direct communication style. What brings you closer to the women who follow you?
I think what brings us closer is that I don’t pretend to be perfect. I show my behind-the-scenes moments, my struggles, my insecurities, the things I learn, and that creates a real connection. I treat my followers like friends. I talk to them the way I talk in real life, with affection, with laughter, with honesty. And women can sense when another woman is being genuine.
You’ve collaborated with very different brands. How do you choose who to work with?
I only partner with brands that align with my lifestyle. If I wouldn’t use it, consume it, or it doesn’t resonate with who I am, I simply don’t do it. That’s why I’ve done everything from sports nutrition to premium pet products… because it’s all part of my daily life. For me, a partnership has to be natural, it has to be genuine, otherwise the public senses it.
Your three dogs have become characters themselves. What do they represent to you?
They are my emotional foundation. They are my companions, my refuge, my joy. Cacau, Pipi, and Jacke are part of everything in my routine. They appear in my content because they are truly with me all the time. And they greatly influence my work because they bring lightness and truth. Those who follow me know that I’m a true pet mom, it’s not marketing, it’s real life.
You also create exclusive content. How do you balance sensuality, authenticity, and empowerment?
I always say that sensuality, for me, is freedom, not obligation. What I do on private platforms is an extension of my personality: it’s sensual, it’s aesthetic, it’s artistic… but without crossing my boundaries. I don’t do anything that disrespects my values. I maintain control of my body, my image, and my narrative. And that, for me, is empowerment.
You’re on the rise. What projects and dreams do you see for the future?
I’m in a very special moment right now. Things are happening fast, but with purpose. I want to get more involved in fashion, launch my beauty line, become even more involved in the world of samba, since I’m the godmother of a samba school in Florianópolis, and expand my projects in entertainment.
I also want to strengthen my channel with the girls on an Instagram just for them (Daily), and in addition, my YouTube channel has a new channel about my travel adventures, it’s called Hotrip… and, of course, live new experiences, travel, work with big brands that I’ve always dreamed of working with.
I want to build something that has an impact and inspires other girls to believe in themselves. In addition, I’m starting to write my first book, telling a bit about my life before and after fame, with many powerful and moving stories; you’ll like it.
Follow Sarah Estanislau on Instagram