Lu do Magalu
◆ Openly Virtual No — Lu do Magalu is not a real person: an openly disclosed AI persona.
Lu do Magalu is a computer-made character, not a real woman. She is the spokesperson of Magazine Luiza, one of Brazil's biggest retailers, which most people know as Magalu.
The company's main Instagram, @magazineluiza, runs in her name: on October 21, 2026 its display name was "Lu do Magalu", it had 9.7 million followers and 4,210 posts, and its bio opened with "Influenciadora Virtual #magalu", Portuguese for "virtual influencer".
That wording isn't new. An archived copy of the same profile from February 2021 reads "Influenciadora Virtual 3D". Magalu's own website also runs a blog written as Lu, and one of its posts says that in 2021 she became "a maior influenciadora virtual do mundo", the biggest virtual influencer in the world.
The account carried no Instagram AI label when we read it; the disclosure is in its bio and on the company's own pages.
Where she came from: Brazilian outlets report that Magalu created the character in 2003 as the voice of its online store and gave her the name Lu in 2009. The ad agency Ogilvy says it worked with Magalu to turn her into an influencer, and in July 2024 the company presented a new 3D version of her.
A 2022 HypeAuditor study, as reported by Mercado & Consumo, ranked her the most-followed virtual influencer in the world for the third year running.
Why people ask: she has a face, a voice and a personality, she appears in ads and live events, and her Instagram mixes her own posts with the store's promotions. Follower totals in the press (from about 30 to 55 million) add up several networks at different dates; Instagram alone had 9.7 million on October 21, 2026.
This page is unclaimed and compiled from public sources.
Sourced facts only — no rumors, no leaks, no fan emails. Corrections within 48 hours. How this page is written ↓
All of her, everywhere — every known account
- Instagram @magazineluiza Official The retailer's main account, run as Lu (display name "Lu do Magalu"); listed on Magalu's investor-relations site. Verified; 9.7M followers and 4,210 posts on October 21, 2026. Bio: "Influenciadora Virtual". No Instagram AI label.
- TikTok @magalu Appears official Verified; display name "Lu do Magalu", and the bio calls it Magalu's official TikTok. About 7.5M followers on October 21, 2026. Its bio doesn't say she is virtual.
- YouTube @magazineluiza Official "Canal da Lu - Magalu"; listed on Magalu's investor-relations site. About 2.98M subscribers on October 21, 2026.
- Maker (Magazine Luiza) ri.magazineluiza.com.br Official The company's investor-relations site; it lists the Instagram and YouTube above as Magalu's accounts.
Account history
Dated findings from VerifiedHer's own verification records. Each entry is backed by an archived capture on file.
Under continuous verification — 4 accounts on record; last full sweep Oct 26, 2026, 4 reachable.
Scam & impersonation warnings
- The Instagram account @magalu is a different, small account. Lu's Instagram is @magazineluiza.
- Her Instagram is also the store's account, so her posts sit next to Magalu's sales promotions. That's the company selling, not a person.
- Magalu staff quoted in the press speak for the company. None of them is Lu.
The documented facts
- Instagram @magazineluiza, the retailer's main account, has the display name "Lu do Magalu" and the bio "Influenciadora Virtual #magalu | Criadora de conteúdo" (virtual influencer, content creator). Verified; 9.7 million followers and 4,210 posts. No Instagram AI label on the profile Source: Instagram — @magazineluiza · documented (read 2026-10-21)
- The same profile in February 2021 described her as "Influenciadora Virtual 3D" and "Especialista Digital do #Magalu", with 4.9 million followers then Source: Instagram — @magazineluiza (archived February 11, 2021) · documented
- Magalu's own "Blog da Lu", written in her voice, says "em 2021 eu me tornei a maior influenciadora virtual do mundo" (in 2021 I became the biggest virtual influencer in the world) and lists her awards Source: Magazine Luiza — Blog da Lu, awards post (archived June 16, 2026) · documented
- Magalu's investor-relations site lists instagram.com/magazineluiza and its YouTube channel as the company's own social accounts Source: Magazine Luiza — investor relations (archived October 4, 2026) · documented
- Magalu created the character in 2003 to make online shopping feel less cold; she was named Lu in 2009 and took over the brand's social media Source: Nosso Meio, August 31, 2021 · reported
- Ogilvy's case page says Magalu and Ogilvy São Paulo "teamed up to turn Lu into an influencer" and calls her "the world's biggest virtual influencer" Source: Ogilvy — Lu from Magalu (agency case page) · reported (agency's own marketing page)
- A HypeAuditor study of 150 virtual influencers ranked her first for the third year in a row, with about 32 million followers across all her networks Source: Mercado & Consumo, December 27, 2022 · reported
- In July 2024 Magalu presented a new version of the character built on a 3D model, for faster, higher-quality images Source: Meio & Mensagem, July 1, 2024 · reported
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