Guilherme Campos

Guilherme Campos is a São Paulo–based entrepreneur best known as the co-founder and co-CEO of Dr. JONES, one of Brazil's leading digitally native men's grooming and personal-care brands. He grew up in São Paulo and attended Graded – The American School of São Paulo (class of 2002), after having spent his earliest childhood in New York. He went on to earn a degree in Economics from Insper before beginning his career in São Paulo's financial market.

Before founding Dr. JONES, Campos spent roughly five years in investment banking / treasury at Itaú BBA — the same institution where his future co-founder André Popoutchi also worked (one an ex-banker, the other an ex-trader). Convinced that Brazil's male personal-care market was underserved and poorly executed at retail, he left finance to launch Dr. JONES in 2013 with Popoutchi (Crunchbase also lists Pedro Carone among the founding team), starting with an initial investment of around R$1 million and distributing through physical retail (Beautybox, pharmacies, Sephora).

The company's defining moment came in 2019, when it pivoted to a direct-to-consumer (D2C) model — anchored by a shaving-and-grooming subscription — after acquiring the Home Shave Club subscription business. Under that model the company grew more than 500%, built a base of 100,000+ customers, and expanded to a head-to-toe men's range of razors, blades, gels, and skincare. In 2022, Dr. JONES was acquired by Grupo Boticário, Brazil's largest beauty group, with Campos continuing to lead the brand.

Campos's public profile is that of a consumer/DTC operator-founder rather than a full-time fund investor; the "angel investor / seed" classification reflects that founder-operator lens and network rather than a large, publicly documented personal portfolio (no external angel deals are publicly documented in the sources reviewed).

• Stage / type: Early-stage (seed) profile consistent with an operator-angel who has built and exited a consumer brand.
• Sectors: Consumer, DTC/D2C commerce, men's beauty & personal care, subscription/e-commerce — the categories he knows firsthand from Dr. JONES.
• What he believes in — cutting the middleman: *"The retail work in this category is extremely poorly executed, so it makes perfect sense to eliminate the middleman"* ("O trabalho do varejo nessa categoria é extremamente mal feito, então faz todo sentido cortar o intermediário").
• Underserved-market conviction: He and Popoutchi built Dr. JONES on the thesis that Brazilian men lacked modern, well-designed personal-care options versus incumbents that had been "on the market for at least 50 years" — a pattern-recognition bias toward underserved consumer segments.
• Design + marketing as edge: He has described shifting his own focus from finance to design and brand-building, positioning Dr. JONES as a "challenger brand," suggesting he values brand, product design, and community over commodity plays.