NewLentes
NewLentes is a Brazilian e-commerce retailer founded in 2010 that sells prescription and colored contact lenses, contact lens solutions, sunglasses, and prescription glasses direct from major manufacturers to individual Brazilian consumers at approximately 30% below physical-store prices, operating through its own website, WhatsApp, telephone sales, and a São Paulo retail store.
- Company typePrivate
- Founded2010
- HeadquartersSão Paulo, Brazil
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What NewLentes does
NewLentes (legal entity LENTESPLUS COMERCIO OPTICO LTDA) is a Brazilian e-commerce specialty retailer of contact lenses and adjacent optical products, founded in 2010 and headquartered in São Paulo. The company sells prescription contact lenses for myopia, hyperopia, astigmatism, and presbyopia in daily, biweekly, monthly, and annual disposal schedules, plus colored/aesthetic lenses, contact lens solutions, prescription glasses, sunglasses (Ray-Ban, Oakley, Vogue, Versace, Livo), and accessories. Products are sourced directly from major manufacturers — Johnson & Johnson (Acuvue), Bausch & Lomb, CooperVision, Alcon, Solótica, Optolentes, Natural Vision, and Central Oftálmica — and are positioned at approximately 30% below physical-store pricing. The commercial model is fundamentally transactional: unit-priced e-commerce sales with prices ranging R$35-R$657, augmented by a 5% Pix cash discount, up to 6-10x interest-free installments, free shipping above R$149, an optional recurring subscription (Assinatura) program, and a points-based loyalty scheme (Fideliza Mais). Go-to-market combines product-led self-service on the newlentes.com.br storefront (Wake Commerce platform), inside sales via telephone and WhatsApp, organic social and SEO marketing, and a single physical retail location in Pinheiros, São Paulo.
The underlying technology is a standard third-party e-commerce stack (Wake Commerce) with SSL encryption and integrated payment processing; the company discloses no proprietary technology, mobile app, API, AI/ML capability, or integration ecosystem. Distribution is exclusively domestic (Brazil) with no cross-border operations or geographic expansion plans disclosed in the data. Customer base is a long-tail of individual Brazilian consumers, with over 200,000 customers served cumulatively across the company's history. NewLentes remains privately held, self-funded, with 11-50 employees, no parent company, no subsidiaries, and no external venture capital or private equity raised to date; its only documented external engagement is a 2022 Google for Startups non-dilutive program.
NewLentes firmographics
Firmographics- Name
- NewLentes
- Legal name
- LENTESPLUS COMERCIO OPTICO LTDA
- Website
- https://newlentes.com.br
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- NewLentes is a Brazilian e-commerce retailer founded in 2010 that sells prescription and colored contact lenses, contact lens solutions, sunglasses, and prescription glasses direct from major manufacturers to individual Brazilian consumers at approximately 30% below physical-store prices, operating through its own website, WhatsApp, telephone sales, and a São Paulo retail store.
- Ownership category
- akta.pro rank
NewLentes industry classification
Industry- Product category
- Online Optical Retail
- NAICS
- Optical Goods Retailers (45613)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Eyewear Retail & DTC Brands (Frames & Sunglasses) (CRAAAKAK)
- akta.pro secondary industry
- Luxury & Designer Eyewear (CRAAAKAD)
Keywords
Where NewLentes is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
NewLentes business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Contact Lens Sales: Retail sales of prescription and non-prescription contact lenses from major manufacturers including Acuvue, Bausch & Lomb, CooperVision, Alcon, Solótica, Optolentes, and Natural Vision. Products include daily, biweekly, monthly, and annual disposable lenses.
- Colored Aesthetic Lenses: Sales of colored decorative contact lenses for fashion and aesthetic purposes, both with and without prescription.
- Eyewear and Accessories: Sales of prescription glasses (Ray-Ban, Oakley, Vogue, Versace, Arnette, Grazi, Livo, L+), sunglasses, contact lens solutions, cases, and insertion/removal tools.
- Subscription Program: Recurring subscription (Assinatura) model for contact lens purchases with automatic replenishment options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Retail Pricing |
| Subscription | Monthly | Subscription (Assinatura) |
| Transaction based/ take rate | Pay-as-you-go | Bulk Discount - Leva 4 Pague 3 |
| Other | Pay-as-you-go | Cash Discount - Pix Payment |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
NewLentes product offering
Product offeringCore offering
NewLentes is a Brazilian online retailer selling prescription and colored contact lenses, contact lens solutions, sunglasses, prescription eyeglasses, and optical accessories directly to individual consumers. The company sources products directly from major manufacturers (Johnson & Johnson, Bausch & Lomb, CooperVision, Alcon, Solótica, Optolentes, Natural Vision) and resells them via its e-commerce platform at approximately 30% lower prices than physical optical stores, complemented by a physical store in São Paulo and a recurring subscription program.
Product overview
NewLentes is a Brazilian e-commerce platform specializing in contact lenses and eyewear retail since 2010. The product portfolio centers on contact lenses for vision correction (myopia, hyperopia, astigmatism, presbyopia) available in daily, biweekly, monthly, and annual disposal schedules, complemented by colored/aesthetic contact lenses from brands like Solótica's Hidrocor, Lunare Tri-Kolor, and Natural Vision. The offering expands to include contact lens solutions (Renu, Opti-Free, Biotrue), sunglasses (Ray-Ban, Oakley, Vogue, Versace, Livo), prescription glasses, and accessories (cases, suction cups). The company operates a subscription service for recurring deliveries and maintains a loyalty program (Fideliza Mais). NewLentes sources products directly from major manufacturers including Johnson & Johnson (Acuvue), CooperVision (Biofinity), Bausch Lomb (Soflens, Ultra, Biotrue), Alcon (Air Optix, Precision1, Dailies), and Solótica (Hidrocor), positioning itself as a price-competitive online retailer with approximately 30% lower prices than physical stores, targeting Brazilian consumers seeking convenience and quality eye care products.
Differentiator
Problem solved
Functional benefit
Products and services
- Prescription Contact Lenses Contact lenses for vision correction including daily, biweekly, monthly, and annual disposable options, addressing myopia, hyperopia, astigmatism, and presbyopia. Sold per box to Brazilian individual consumers.
- Colored Contact Lenses
- Contact Lens Solutions Multi-purpose cleaning solutions, protein removers, and lubricants for soft and rigid contact lenses, including brands such as Renu, Opti-Free, and Biotrue, sold as companion products to contact lens purchasers.
- Sunglasses Sunglasses for men, women, and children sourced from major brands including Ray-Ban, Oakley, Vogue, Versace, Victor Hugo, Arnette, Grazi, Livo, and L+, sold to individual consumers.
- Prescription Glasses Prescription eyeglasses for vision correction sold to individual consumers, available in men's, women's, and children's styles.
- Optical Accessories Contact lens accessories including cases, portable kits, suction cups for rigid lenses, tweezers, and holders, sold as add-on items to contact lens purchasers.
- Contact Lens Subscription (Assinatura Recorrente) Recurring subscription service providing regular contact lens deliveries with automatic replenishment on a monthly cadence, offering 0% additional discount to subscribers.
- Fideliza Mais Loyalty Program Customer loyalty program in which users earn 1 point per R$1 spent and receive 200 bonus points on their birthday, with points valid for 1 year.
Companies that use NewLentes
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
NewLentes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
NewLentes partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Johnson & Johnson (Acuvue)coreDirect commercial relationship with Johnson & Johnson's Acuvue brand for contact lens distribution. NewLentes sources products directly from the same suppliers serving ophthalmologic clinics, ensuring authentic products at competitive prices.
- Bausch & LombcoreDirect commercial relationship for Bausch & Lomb product distribution including SofLens, PureVision, Biotrue, and Ultra brands.
- CooperVisioncoreDirect commercial relationship for CooperVision's Biofinity, Avaira, and Clariti contact lens brands.
- AlconcoreDirect commercial relationship for Alcon's Air Optix, Dailies, and Freshlook contact lens brands, including promotional Leva 4 Pague 3 campaigns.
- SolóticacoreDirect commercial relationship for Solótica's Hidrocor brand of colored contact lenses.
- OptolentescoreDirect commercial relationship for Optolentes products including Optogel line of contact lenses.
- Natural VisioncoreDirect commercial relationship for Natural Vision's colored and prescription contact lenses.
- Central OftálmicacoreDirect commercial relationship for Central Oftálmica's Bioblue and Biosoft contact lens brands.
- LivominorReferral partnership providing free eye exams through Livo's platform. Customers can access free vision testing at livo.com.br, with NewLentes as a recommended contact lens retailer.
- Wake CommercecoreE-commerce platform infrastructure provider powering NewLentes' online store with product catalog, shopping cart, checkout, and order management functionality.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
NewLentes competitors and assessment
Company assessmentDirect peers
- EyeBuyDirect: EyeBuyDirect is a US online eyewear retailer offering prescription glasses and sunglasses at sub-traditional-retail pricing, with virtual try-on technology. Direct peer to NewLentes through its DTC optical e-commerce model, value positioning, and broad-brand prescription eyewear assortment.
- GlassesUSA.com: GlassesUSA is a large US-based online optical retailer for prescription glasses, sunglasses, and contact lenses. Direct peer to NewLentes in online DTC optical retail, pricing-led go-to-market, and broad category coverage across lenses and frames.
- Zenni Optical: Zenni Optical is a benchmark low-cost online eyewear retailer offering prescription glasses for under $20. Direct peer to NewLentes via its online-first optical DTC model, value pricing, and lower-cost alternatives to physical-channel optical retail.
- 1-800-Contacts: 1-800-Contacts is a US-based online contact lens retailer; it is a direct peer to NewLentes as the e-commerce-led, manufacturer-direct model selling major-brand contact lenses to consumers with convenience, subscription and competitive pricing.
- SmartBuyGlasses: SmartBuyGlasses is a leading global online optical retailer offering prescription glasses, sunglasses, and contact lenses at value pricing. Direct peer to NewLentes through its online DTC positioning and multi-brand optical assortment, including prescription eyewear and contact lens categories.
- Lens.com: Lens.com is an online-only contact lens retailer selling major brands directly to consumers. Direct peer to NewLentes given the same product category, target buyer (vision-correction individuals), and DTC e-commerce-led channel mix.
- Coastal.com: Coastal.com is a global online optical retailer covering contact lenses and eyewear. Direct peer to NewLentes because of overlap in product mix (contact lenses + frames + sunglasses), consumer pricing strategy, and online self-service ordering.
Broad incumbents
- Warby Parker: Warby Parker is a leading US-based DTC optical brand combining e-commerce, retail stores, and virtual try-on. Comparable to NewLentes as a hybrid online/offline optical retailer, but with proprietary brand equity and a premium positioning that NewLentes does not have.
Regional players
- Chilli Beans: Chilli Beans is a Brazilian-born lifestyle eyewear and accessories brand with its own retail network. Regional peer to NewLentes given shared Brazilian optical market and overlap in sunglasses/accessories categories, but Chilli Beans focuses on fashion-brand eyewear while NewLentes leads with contact lenses.
- Óticas Carol: Óticas Carol is a large Brazilian optical retail chain selling prescription glasses, sunglasses, and contact lenses across hundreds of physical stores. Regional peer to NewLentes operating in the same Brazilian optical market with comparable product categories, but competing via physical retail footprint rather than e-commerce.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
NewLentes social profiles
Digital presenceNewLentes financial estimates
Financial estimateRevenue estimate
Valuation estimate
NewLentes leadership team
Management profileNumber of profiles
NewLentes funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NewLentes M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NewLentes
What does NewLentes do?
NewLentes is a Brazilian online retailer selling prescription and colored contact lenses, contact lens solutions, sunglasses, prescription eyeglasses, and optical accessories directly to individual consumers. The company sources products directly from major manufacturers (Johnson & Johnson, Bausch & Lomb, CooperVision, Alcon, Solótica, Optolentes, Natural Vision) and resells them via its e-commerce platform at approximately 30% lower prices than physical optical stores, complemented by a physical store in São Paulo and a recurring subscription program.
Is NewLentes a public or private company?
NewLentes is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was NewLentes founded?
NewLentes was founded in 2010. It employs 11 to 50 people.
Where is NewLentes based?
NewLentes is headquartered in São Paulo, Brazil, in the Latin America region.
How does NewLentes make money?
Four revenue lines are on record. Contact Lens Sales are the primary driver. The others are colored Aesthetic Lenses, eyewear and Accessories and subscription Program.
Who are NewLentes's main competitors?
Direct peers on record are EyeBuyDirect, GlassesUSA.com, Zenni Optical, 1-800-Contacts, SmartBuyGlasses, Lens.com and Coastal.com. Warby Parker is listed as a broad incumbent. Regional players are Chilli Beans and Óticas Carol.
Does NewLentes have an API?
No public API is recorded for NewLentes.
What industry is NewLentes in?
NewLentes's product category is Online Optical Retail. Its primary akta.pro industry code is CRAAAKAK, Eyewear Retail & DTC Brands (Frames & Sunglasses), with a secondary code of CRAAAKAD, Luxury & Designer Eyewear. Its NAICS code is 45613 and its SIC code is 3851.