Instituto Ana Hickmann

What Instituto Ana Hickmann does

Instituto Ana Hickmann (operating commercially as Escola Ana Hickmann) is a Brazilian vocational education franchise network focused on professional courses in beauty and technology, founded in 2018 and headquartered in São Paulo. The company offers more than 270 courses across categories including beauty (manicure, pedicure, nail design, eyebrow design, makeup, barbering, braids, salon management), technology, and a premium VIP tier, alongside complementary services such as a professional training salon, a Corporate University EAD platform, a vocational assessment tool, and virtual tour features. The institution holds MEC accreditation via the EMEC registry, enabling it to issue recognized professional certifications.

The business operates entirely through a franchise model: hundreds of franchised units across at least five Brazilian states (Minas Gerais, Pará, Rio Grande do Sul, Santa Catarina, and São Paulo) deliver in-person training, with prospective students locating units through a website-based finder and converting via direct WhatsApp contact or online enrollment. The company is owned and operated under Grupo Kalaes, a multi-sector franchise holding company led by founder Sidney Kalaes, who also serves as President. Ana Hickmann, the namesake Brazilian celebrity, anchors the brand and provides top-of-funnel awareness. The GTM motion combines celebrity-driven brand demand, multi-channel digital marketing (Instagram, Facebook, YouTube, TikTok, LinkedIn, blog), and local franchise unit execution. No AI/ML capabilities, public funding, or external institutional investors are disclosed in the available source material, and revenue is not publicly reported.

Name

Instituto Ana Hickmann

Legal name

Instituto Ana Hickmann

Website

https://institutoanahickmann.com.br

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Instituto Ana Hickmann (Escola Ana Hickmann) is a Brazilian franchise network offering 270+ MEC-accredited vocational courses in beauty and technology, delivered through hundreds of franchised training units across Brazil under Grupo Kalaes.

Ownership category

akta.pro rank

Product category

Vocational Education

NAICS

Cosmetology and Barber Schools (611511), Technical and Trade Schools (6115)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Cosmetology (General) (EDAOALAA)

akta.pro secondary industries

Cosmetology Schools & Programs (HSALANAA), Esthetics / Skincare (EDAOALAE), Beauty & Personal Care Skills (Makeup, Skincare, Hair Styling) (EDAAAGAM)

Keywords

• Vocational education
• Beauty training
• Professional courses
• Franchise education
• Cosmetology training

Headquarters

HQ city

Multiple cities across Brazil

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise course fees: Revenue is generated through franchised educational units offering professional courses in beauty and technology. The franchise model involves upfront franchise fees and ongoing royalties, with individual course enrollment fees contributing to revenue.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Instituto Ana Hickmann (operating as Escola Ana Hickmann) delivers more than 270 professional vocational courses in beauty and technology through a nationwide franchise network of physical training units across Brazil. Courses cover manicure, nail art, eyebrow design, professional makeup, barbering, braids, hair styling, salon management, and technology-related professions, with practical, market-aligned curricula and MEC-recognized certification.

Product overview

Instituto Ana Hickmann operates as a unified educational institution centered on the Escola Ana Hickmann brand, offering over 270 professional courses across two main categories: beauty (including manicure, pedicure, nail extension, eyebrow design, makeup, barbering, braids, and salon management) and technology. The institution also provides complementary services including a professional salon for practical training, a Corporate University for ongoing education, a vocational test for career guidance, and virtual tour capabilities. The school operates through a franchise model with hundreds of units across Brazil, providing practical-focused training with recognized certification.

Differentiator

Problem solved

Functional benefit

Products and services

• Cursos de Beleza (Beauty Courses) Professional beauty courses covering manicure, pedicure, nail extension, decorated nails, eyebrow design, professional makeup, professional barbering, express braids, hair styling, and salon management, designed for individuals seeking professional qualification or entrepreneurship in the beauty industry.
• Cursos de Tecnologia (Technology Courses) Professional courses in technology-related fields, designed for individuals seeking technical vocational qualifications in technology professions.
• Cursos VIP Premium or VIP-category professional courses offered by the school for students seeking higher-tier training.
• Salão Profissional (Professional Salon) Professional salon services provided by the school that combine hands-on practical training for students with paid beauty services for end clients.
• Universidade Corporativa (Corporate University) Corporate university platform that supports ongoing education and professional development for franchisees and students beyond initial vocational courses.
• Franquia Escola Ana Hickmann (Franchise Offering) Franchise business opportunity for entrepreneurs to operate a local Escola Ana Hickmann unit offering the full portfolio of beauty and technology vocational courses, with brand, curriculum, operational support, and certification provided by the Grupo Kalaes holding company.

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Grupo KalaescoreOthersGrupo Kalaes is a multissetorial franchise holding company and parent organization of Instituto Ana Hickmann. Founded by Sidney Kalaes with over 30 years of experience in franchises. Sidney Kalaes serves as President and is also a business partner in the school, contributing strategic vision and operational expertise for brand growth and expansion across Brazil.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Microlins: Brazilian franchise vocational education network offering professional courses across multiple trades including beauty, mirroring IAH's franchise-driven, in-person professional training model.
• Yázigi: Long-established Brazilian franchise education network focused on languages; shares the franchise-led, brand-recognized, accredited-vocational-training model that defines Instituto Ana Hickmann's distribution.
• Instituto Embelleze: Brazil's largest beauty vocational education franchise network, offering courses in manicure, makeup, hairstyling, and aesthetics through a national unit footprint — the closest direct competitor to Instituto Ana Hickmann in both category and franchise model.
• Wizard by Pearson: One of the largest franchise education networks in Brazil, with a comparable unit-based, brand-driven enrollment model — instructive peer for franchise economics, even though its core category is languages.
• Bellizta Educação Profissional: Brazilian franchise vocational school concentrated in beauty courses such as manicure, pedicure, and aesthetics; directly comparable in curriculum mix and target student demographic.
• CNA (Cultural Norte Americano): Major Brazilian franchise education brand with national unit coverage and recognized accreditation; directly comparable in franchise GTM motion, accredited course offerings, and CAC-intensive student acquisition.

Broad incumbents

• Senac: Major Brazilian vocational and professional education institution with national coverage including beauty programs; a much larger, publicly-affiliated incumbent competing for the same professional beauty-training student.
• Anhanguera: Large Brazilian post-secondary education group offering professional and vocational programs including beauty-adjacent courses; a broader incumbent that overlaps with IAH on the lower-cost vocational end.

Emerging players

• L'Oréal Professionnel Academy: Brand-owner-led beauty training initiative offering professional courses and certifications to stylists; competes for the same professional-development wallet, particularly for advanced/specialization courses.

Others

• Wella Professionals Education: Global haircare brand operating training programs for stylists; an ecosystem participant that supplies continuing-education content and competes for the same professional hairdresser/barber development budget.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCS0QwjoIhNyoyeOm-rc7vNQ
• Facebookfacebook.com/institutoanahickmann
• LinkedInlinkedin.com/company/instituto-ana-hickmann
• Instagraminstagram.com/institutoanahickmann
• TikToktiktok.com/@institutoanahickmann?lang=pt-BR

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Instituto Ana Hickmann