About
Born Antônio “Caito” Maia Gomes Pereira on March 25, 1969, in Cotia, São Paulo, Caito Maia is the colorful mind behind Chilli Beans, the eyewear brand that turned sunglasses into a fashion statement across Latin America. Today the company boasts more than 900 points of sale in 19 countries and is often cited as Brazil’s most successful home‑grown accessory label. Maia’s down‑to‑earth personality, quick jokes, and flair for storytelling keep him in demand as a conference speaker and as one of the resident investors (“sharks”) on Shark Tank Brasil, a seat he has held since 2017.
Outside the boardroom he still calls himself “a musician who sells glasses.” That identity drives his brand’s playful image—think bright colors, limited‑edition capsules with rock bands, and runway shows that feel like concerts. In 2023 Chilli Beans passed the 4‑million‑units‑sold mark and announced a goal to make all frames from biodegradable or recycled materials by 2025, proof that Maia’s rebel streak now leans toward sustainability.
Before Fame
Music preceded. Born to a professional musician father, Maia spent afternoons lounging around instruments and resolved that the stage, not a sales counter, would be his destiny. At 18, he relocated to Boston and enrolled in Berklee College of Music, honing his guitar skills and front-man swagger.
Back in Brazil he founded the rock band Las Ticas Tienen Fuego. The group toured nationally and even earned an MTV Brasil Video Music Award nomination in 1996. But life on the road is expensive. While flying between São Paulo and California he noticed trendy, affordable shades on Venice Beach stands, stuffed 200 pairs into his suitcase, and sold them to friends to pay band debts. The glasses sold out faster than his gig tickets, planting the seed for a new dream.
In 1997 Maia unveiled Chilli Beans at the underground fashion fair Mercado Mundo Mix, and the following year he opened the first storefront inside São Paulo’s Galeria Ouro Fino. From day one he ditched the traditional locked display cases: shoppers could try anything without asking, a radical move that made sunglasses feel democratic and fun.
Trivia
- Rock‑star roots: Las Ticas Tienen Fuego’s MTV nomination still pops up in Maia’s keynotes; he says business pitches need the same energy as a live show.
- Radio host: Since June 2021 he has run the entrepreneurship program Se Parar o Sangue Esfria on 89 FM, taking listener calls about sales, leadership, and the occasional life mess‑up.
- Nickname origin: “Chilli Beans” mixes two English words Brazilians pronounce easily. Maia chose them because they sounded spicy, friendly, and impossible to forget—exactly how he wanted customers to feel when wearing the glasses.
- Investor edge: On Shark Tank Brasil he is famous for lightning‑fast math done on a pocket calculator he keeps in his jacket. Participants call it the “Caito crunch.”
- Sustainability promise: After one of his young children asked what he was doing for the planet, Maia pledged to produce frames from materials like prairie grass and recycled acrylic, aiming for 100 % eco lines by 2025.
Family Life
Despite a globe‑trotting calendar, Maia insists family dinners are sacred. He married journalist Denize Savi, who now serves as Chilli Beans’ “Chief Happiness Officer,” overseeing internal culture and wellness projects. Together they are raising four children, and Maia often jokes that each one has veto power over prototype designs—if the kids won’t wear a pair, it never reaches the shelves.
Music still echoes at home: weekend gatherings involve guitars, a small drum kit, and spontaneous karaoke sessions where Maia’s eldest sometimes grabs the mic. The entrepreneur credits these jam sessions for keeping his creative radar sharp; many limited‑edition collections begin as sketches made while his kids belt out pop songs.
Associated With
- Camila Farani & Cristiana Arcangeli: Fellow sharks who share the panel with Maia. He often teams up with Farani on fashion‑tech startups and trades branding tips with Arcangeli, known for beauty ventures.
- João Appolinário: Founder of Polishop and long‑time Shark Tank Brasil colleague. Their friendly on‑air rivalries—Maia jokes Appolinário “buys companies like blenders”—have become a highlight for viewers.
- José Carlos Semenzato: Franchise king and frequent Chilli Beans collaborator on pop‑up kiosks in shopping malls. The pair invest together whenever a pitch has both lifestyle and franchise potential.
- The Chilli Beans tribe: From designers to warehouse pickers, Maia signs emails “Salve, galera!” (“Hey, crew!”) to reinforce the band‑of‑brothers vibe he carried over from his rock days. He credits this internal culture for the brand’s quick reaction to trends and its status as Latin America’s breakout accessory success.
