Sofia Santos
is the founder of Up Close Co., a Lisbon-based boutique consultancy for luxury beauty and fashion brands.
From a love of beauty
to a way of working
I was born in Northern Portugal, but it was in London, more than fifteen years ago, that I fell in love with beauty. Photography had always been a way for me to express myself, since I was a little girl, capturing flower close-ups was where that love began.
Instagram allowed me to reach an audience that feels the same way I do. My photography became a love letter to beauty. Over six years, that love letter grew into Up Close On Beauty, a platform now followed by women across Lisbon, London, New York, and globally.
Alongside that, I spent 15 years building a career in digital marketing: strategy, social media, and brand communication for businesses who needed someone who understood both the thinking and the making.
Up Close Co. is where those two worlds meet. I work with luxury, beauty and fashion brands who know what they want, and need a partner who can build it, strategically and beautifully.
Strategy and creativity, in equal measure.
.
Strategy and creativity, in equal measure. .
15+
YEARS IN DIGITAL MARKETING11K
LUXURY BEAUTY AUDIENCE6+
YEARS AS A CONTENT CREATOR10+
BRAND PARTNERSHIPSThe Journey & How I Got Here
Up Close On Beauty is born
What started as a personal photography project grows into a trusted editorial platform, now followed internationally and partnered with brands like Dior, Valmont, and YSL Beauty.
2011
Where it all began
A move to London introduces me to the world of luxury beauty, and a lifelong photography habit finds its true subject.
London
Building a marketing career
Over a decade and a half of working across digital marketing at strategy, social media, and brand communication for businesses across industries.
2020
Up Close Co. launches
A boutique consultancy bringing both worlds together, helping brands in the luxury, beauty and fashion industries with the social media strategy and content that actually performs.
2026
TWO WORLDS, ONE PHILOSOPHY
Up Close On Beauty
& Up Close Co.
THE PLATFORM
Up Close On Beauty
An editorial luxury beauty platform with an engaged community of 11K+ women across Lisbon, London, New York, and globally. Where I share what I genuinely love.
THE CONSULTANCY
Up Close Co.
A boutique consultancy for luxury, beauty and fashion brands looking for social media strategy and content, delivered personally by someone who lives both sides of the brief.
Press Coverage
-
"You must follow these 16 Portuguese Beauty Influencers — we're already fans."
MAGG MAGAZINE
-
"#MustFollow — Up Close On Beauty, the Instagram where beauty is photographed to the detail."
MIRANDA BY SAPO
Ready to start a conversation?
Whether it's strategy, content, or a brand collaboration I'd love to hear about what you're working on.