What Celebrate does

Brilhart Celebrate (legal entity: BRILHART INDUSTRIA E COMERCIO DE PRODUTOS PARA ARTES E FESTAS LTDA, CNPJ 36.041.518/0001-10) is a Brazilian direct-to-consumer e-commerce retailer specializing in cake decorating, confectionery, and arts supplies, operating from Rio de Janeiro since 1995. The company sells through its own online storefront at brilhartcelebrate.com.br, organized across 16+ product categories that include professional decorating tools (cutters, spatulas, molds, piping tips), flavoring essences (Essências), food colorants, decorative glitter (Glitter Decorativo), pearls (Pérolas Decorativas), decorative powders (Pó Decorativo), sprinkles, pastry bags and tips (Mangas e Bicos), edible printing supplies (Informática — including edible paper and printer ink), and promotional bundled kits (Kits Promocionais). The product portfolio is anchored by three proprietary sub-brands — Decorart (decorative pens), Corante Power Color (food coloring), and Pinter Art (painting inks) — indicating the company manufactures or private-labels certain lines in addition to distributing third-party goods.

The storefront also operates a Lançamentos (new launches) section for new SKU introduction and an Outlet section for discounted inventory, supporting both product refresh and price-based merchandising. Transactions are processed through Brazilian payment infrastructure including PIX instant payments, billet, and a broad set of card networks (Visa, Mastercard, Elo, Hiper, Amex, Diners, Discover, Aura). Marketing is limited to the owned e-commerce site and an Instagram handle (@brilhartoficial), with no disclosed paid acquisition channels, marketplace presence, or partnerships.

The business model is one-time direct product sales to a fragmented consumer base of hobbyist bakers, professional confectioners, and party organizers in the Brazilian domestic market. Customer concentration is structurally low due to the D2C retail format, but the company discloses no revenue, funding history, management team, or headcount trajectory — limiting visibility into scale, growth direction, and capital structure. No AI, automation, or data-driven capabilities are evident in the technology stack.

Name

Celebrate

Legal name

BRILHART INDUSTRIA E COMERCIO DE PRODUTOS PARA ARTES E FESTAS LTDA

Website

https://celebrate.com.br

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Brazilian DTC e-commerce retailer of cake decorating, confectionery, and party arts supplies, operating since 1995 from Rio de Janeiro. It sells 16+ product categories via its own storefront, serving hobbyist consumers and professional bakers domestically.

Ownership category

akta.pro rank

Product category

Cake Decorating & Party Supplies

NAICS

Chocolate and Confectionery Manufacturing (31135), Sugar and Confectionery Product Manufacturing (3113), Flavoring Syrup and Concentrate Manufacturing (311930)

SIC

Bakery Products (2050), Sugar & Confectionery Products (2060), Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

Bakery Fillings, Icings & Decorations Manufacturing (AFAKAAAH)

akta.pro secondary industry

Greeting Cards, Gift Wrap & Party Paper Goods Distribution (CRAOALAJ)

Headquarters

HQ city

Rio De Janeiro

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct Product Sales: The company operates as a direct-to-consumer e-commerce retailer selling cake decorating, baking, and party supply products. Products are sold through their online storefront with various categories including additives, colorants, essences, tools, decorative glitter, piping bags and tips, sprinkles, and edible papers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Brilhart Celebrate operates a direct-to-consumer Brazilian e-commerce storefront (brilhartcelebrate.com.br) that manufactures and retails cake-decorating, baking, and party supplies. Its catalog spans tools (cutters, spatulas, molds, markers, ejectors, carving tools), piping bags and specialty tips, food colorants (Corante Power Color), flavoring essences, decorative pens (Decorart), glitter, decorative powders and pearls, sprinkles, painting inks (Tinta Pinter Art), baking additives, edible paper and printer ink, promotional kits, and bakery/confectionery equipment, targeting professional and hobbyist bakers plus party planners across Brazil.

Product overview

Celebrate (Brilhart) is a Brazilian e-commerce platform for arts and celebration products, specializing in cake decorating and confectionery supplies. The product portfolio is organized as a single unified e-commerce storefront offering 16+ product categories including: Essências (flavoring essences), Ferramentas (professional decorating tools such as cutters, spatulas, molds, and piping tips), Mangas e Bicos (pastry bags and tips in various styles), Decorart (decorative pens), Corante Power Color (color dyes), Glitter Decorativo (decorative glitter), Pó Decorativo and Pérolas Decorativas (decorative powders and pearls), Sprinkles, Tinta Pinter Art (paints), Aditivos (additives), and Informática (printing supplies including edible ink). The platform also features a Lançamentos (new launches) section and an Outlet for discounted items. Products are primarily targeted at professional bakers, confectioners, and hobbyists in the arts and celebration industry.

Differentiator

Problem solved

Functional benefit

Brands

• Decorart: Decorative pens product line
• Corante Power Color
• Pinter Art

Products and services

• Cake Decorating Tools (Ferramentas) Professional decorating tools for cake and confectionery work, including cutters (Cortadores), Estecas, ejectors (Ejetores), professional spatulas (Espátulas Profissionais), molds and markers (Moldes e Marcadores), and general utensils (Utensílios). Designed for professional and hobbyist bakers performing cake decoration.
• Piping Bags and Tips (Mangas e Bicos) Pastry bags (Mangas) and a wide assortment of piping tips (Matrizes and Bicos) in multiple specialized shapes: Russian (Russo), cupcake, instant flower (Flor instantânea), leaf (Folha), pearl (Perlê), petal (Pétala), basket (Cesta), ruffle (Babado), closed and open cherry (Pitanga Fechada / Pitanga Aberta), and assorted openings. Targeted at cake decorators requiring varied piping finishes.
• Food Colorants - Corante Power Color Food and decorative color dyes sold under the Corante Power Color sub-brand for coloring cakes, confectionery, and decorative items. Targeted at bakers and confectioners needing colorants.
• Flavoring Essences (Essências) Flavoring essences and aromas offered in liquid (Aromas) and emulsion (Emulsão) formats for flavoring cakes, confectionery, and baked goods. Targeted at bakers and confectioners.
• Decorative Pens - Decorart Decorative pens marketed under the Decorart sub-brand for cake and confectionery decoration. Targeted at bakers and cake decorators writing or drawing decorative details on baked goods.
• Decorative Glitter (Glitter Decorativo) Decorative glitter products in various sizes (e.g., 10g) for arts, cake decoration, and celebration applications. Targeted at cake decorators and arts-and-crafts users.
• Decorative Powder (Pó Decorativo) Decorative powder used for cake and pastry decoration. Targeted at cake decorators and confectioners.
• Decorative Pearls (Pérolas Decorativas) Decorative pearl toppings used for cake and confectionery decoration. Targeted at cake decorators.
• Sprinkles Sprinkle decorations for cakes and confectionery. Targeted at bakers, cake decorators, and confectioners.
• Painting Inks - Tinta Pinter Art Pinter Art paints for artistic and decorative applications on baked goods and celebration items. Targeted at cake decorators and arts-and-crafts users.
• Bakery and Confectionery Supplies (Panificação & Confeitaria) Bakery and confectionery supplies and equipment for baking operations. Targeted at professional and hobbyist bakers.
• Edible Printing Supplies (Informática) Printing products including edible ink for printers used with edible paper to print images on cakes and confectionery (Impressão). Targeted at cake decorators and confectioners needing edible image printing.
• Edible Paper and Specialty Items (Outros) Miscellaneous specialty items including release agents (Desmoldante), edible paper (Papel Comestível), and edible printer ink (Tinta Comestível para Impressora). Targeted at cake decorators and confectioners.
• Baking Additives (Aditivos) Additive products used in arts and confectionery applications, such as texture and consistency modifiers. Targeted at bakers and confectioners.
• Promotional Bundled Kits (Kits Promocionais) Promotional bundled kits combining arts and confectionery products for purchase as a single unit. Targeted at bakers and decorators seeking curated assortments.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Wilton Brands: The leading global cake decorating brand, selling tools, colorants, pans, and decorating supplies through DTC and retail. Comparable to Celebrate as a vertically-positioned cake decoration supplier serving both hobbyists and professionals.
• Mercado Livre: Latin America's largest e-commerce marketplace, hosting thousands of cake decorating and party supply sellers. Comparable to Celebrate as a competing sales channel in Brazil for the same product categories, with significantly broader assortment and scale.
• American Cake Decorating: US-based cake and cookie decorating supplies retailer with a wide catalog of tools, colorings, and decorative items. Comparable to Celebrate as a one-stop specialty retailer serving both professionals and home bakers.
• Michael's: Large North American arts, crafts, and baking/decorating supplies retailer with broad assortments including cake decorating. Comparable to Celebrate as a destination for hobbyist decorators, though at much greater scale and broader category scope.
• Hobby Lobby: Large US arts, crafts, and celebration supplies retailer with extensive baking and party decoration assortments. Comparable to Celebrate as a multi-category retailer addressing both baking decoration and party needs.
• Cake Craft Company: UK-based retailer of cake decorating and sugarcraft supplies with a broad multi-category catalog. Comparable to Celebrate in positioning as a one-stop specialty retailer for professional and hobbyist cake decorators.
• PME Cake: Established UK-based cake decorating supplies brand offering a broad catalog of tools, cutters, and decorating products. Comparable to Celebrate as a multi-category cake decoration specialist serving both consumer and professional bakers.

Emerging players

• Global Sugar Art: US-based specialty retailer focused on cake decorating tools, edible printing, and sugarcraft supplies. Comparable to Celebrate in product mix (tools, edible ink, decorative supplies) and target customer (professional and hobbyist bakers).
• Sweetwise: US-based cake and cookie decorating supplies specialist with strong catalog in tools, sprinkles, and colorings. Comparable to Celebrate in product breadth and customer overlap among professional and hobbyist decorators.

Direct peers

• Casa do Confeiteiro: Brazilian specialty retailer of baking, confectionery, and cake decorating supplies serving professional and hobbyist customers. Comparable to Celebrate as a direct domestic competitor with overlapping product catalog and customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/brilhartoficial

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Celebrate