Evaluating only Singu’s profile at its peak — without knowing the outcome — the model ranked Unit economics as the #1 likely cause. Documented cause: Market collapse.
Key Events Timeline
FOUNDING
FOUNDING
Singu founded
FUNDING
CRISIS
SHUTDOWN
SHUTDOWN
Shutdown: Singu ceases operations
Full Analysis
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Documented cause
Singu was founded in October 2015 by Tallis Gomes — the entrepreneur who previously founded EasyTaxi, Latin America's first major ride-hailing app. Singu raised USD 3.05 million from BABEL Ventures, Google Accelerator, and eGenius Founders to build a marketplace connecting beauty professionals with clients for at-home services in Brazil. When COVID-19 lockdowns hit in March 2020, on-demand in-person beauty services collapsed overnight. Unable to sustain operations independently, Singu was acquired by Natura — Brazil's largest cosmetics company — in 2020. The company continued operating under Natura and reported USD 5 million in revenue in 2024. The original VC thesis for an independent exit did not materialize; Singu survived as a strategic acquisition rather than as a standalone business.
Lesson
“Service marketplaces dependent on physical presence need contingency plans for demand disruption.”