About us
We build what brands and creators need.
HICARI Group is a small team in Madrid with five products. We started with one marketplace and kept building every time a brand or a creator ran into the same wall twice.
The name
光 means light.
We wanted a short name that would stick and say what we do: put the spotlight on real people telling a brand's story.
The light was first a marketplace for UGC creators. Today it reaches an agency, a data product, a workspace for creators and an international marketplace on the way.
How we got here
A marketplace
HICARI connects brands with creators from Spain and Latin America, with protected payments.
An agency
DONT Agency was born for brands that want the whole thing done for them.
Data and tools
MarketingHub measures what works and Creator Workspace organises the creator's business.
The world
LabUGC takes the model abroad with subscriptions for brands in any country.
Founders
Two founders, one obsession.
Gonzalo and Miguel come from software and marketing. They still review the work that leaves the group.
LinkedIn · GonzaloGonzalo
Co-founder. Product and technology.
LinkedIn · MiguelMiguel
Co-founder. Marketing and business.
How we work
People before formats
The best ad is still a real person explaining why something works for them.
We build what we use
Every tool in the group comes from a problem we had with brands or creators.
Fair to both sides
Protected payments for brands and on-time payouts for creators.