Imagine having a wardrobe organized by colors, types of pieces, heights and seasons, or a kitchen in which each item is exactly where it makes sense for daily use. This routine, previously associated almost exclusively with celebrities, has become increasingly common thanks to the work of personal organizers — or personal organizers, in Portuguese.
These professionals organize environments in a functional way, focusing on optimizing space, practicality in routine and client well-being. The service is personalized, varies depending on the client's profile and, in some cases, can yield up to R$20,000 per month, although earnings depend on the professional's experience, the region and the type of project carried out.
According to Ana Alarcon, president of the National Association of Organization and Productivity Professionals (ANPOP), performance goes far beyond aesthetics. "The work begins with understanding the routine and needs of each client. There is no standard organization, because each house and each person works in a different way", he states.
According to Sebrae, most personal organizers work in homes, organizing everything from a single room to entire properties. The market, however, also reaches specific niches, such as organizing closets, moving consultancy and even corporate environments, including offices, offices and stores.
The profession began to take shape in the 1980s, in the United States. Although there are no precise historical records about this beginning, the activity has gained ground in other countries over the years. In Brazil, the movement began around the 2000s and began to consolidate around 15 years ago, still in a little-known way at the beginning.
The most recent boom occurred during the pandemic, when the home began to concentrate work, school and socializing. The overload of environments has exposed the disorganization of many domestic routines. At the same time, “before and after” videos on Instagram and TikTok boosted interest in the service and helped many professionals start their careers during isolation.
Today, demand comes mainly from families with intense working hours, home office workers, people in the process of moving, clients who accumulate objects or who simply cannot maintain a functional routine alone.
In more delicate moments, the service is also sought after in situations of divorce or mourning, when the reorganization of the house accompanies the reorganization of life. To become a professional in the field, there is no specific higher education requirement.
g1 listened to sector experts, leading professionals and institutional representatives to explain the world of personal organizers based on six points:
From CLT to own business
Unregulated profession
Courses and training
Who are the customers?
How much does it cost to hire a personal organizer?
Tips for those who want to start
From CLT to own business 👩🏽💻
The path to entrepreneurship tends to repeat itself: women overwhelmed by the corporate routine, passionate about organization and who find the profession a way to undertake — often earning more than working with a formal contract.
This is the case of Cora Fernandes, 38 years old, a personal organizer since the end of 2016. Before changing careers, she worked for years at a dealership, where she started as a financial assistant and rose to the position of customer service coordinator.
Despite job stability through the CLT regime, he no longer identified with corporate life. Mother of three children, Cora has always found it easy to organize the house and structure routines.
The turning point came when a colleague noticed this talent and suggested that she get to know the professional organization market. Curious, she researched the profession, took a course at Senac São Paulo and began serving her first clients.
Initially, the entrepreneur joined the activity driven by word-of-mouth recommendations and social media, at a time when the profession was still little known in Brazil.
Cora Fernandes has worked as a personal organizer for around ten years. — Photo: Personal Archive/Reproduction Social Networks
Over time, Cora consolidated the brand and began working exclusively as a personal organizer. By serving celebrities such as Fernanda Souza and Sheron Menezzes, she gained visibility on the networks and realized the need to professionalize communication.
Today, with a degree in marketing, she combines organization, content production, advertising, courses and partnerships with brands. Revenue reaches around R$ 15 thousand per month, in periods of high demand. The price may vary depending on demand for services.
"Today I say that I can't make a living from organizing alone. I also started working with communication focused on the organization. I'm a personal organizer, but I understood the need to train in marketing, because in addition to customer service, I have a network of more than 200 thousand followers. Talking about organization is also part of my work." summarizes Cora Fernandes.
A similar trajectory is that of Josilene Maria Martins, Josi Martins, who has worked in the area for 11 years. Currently 37 years old, she had her first contact with the world of organization while working in the marketing sector of a metallurgical industry that manufactured organizers.
On a daily basis, he noticed how products were adapted for different uses, which sparked his interest in the segment. Initially, the idea was to better understand this audience to contribute to the company.
— Josi Martins, Personal Organizer from Caxias do Sul (RS).
But what started as research turned into a career change. In search of extra income, Josi started serving clients at night and on weekends. In three months, I was already earning twice my CLT salary. The decision came naturally: he resigned and dedicated himself fully to the new business.
Since then, he has invested in training and specialized in niches such as post-move organization and carpentry, which opened the door to working with architects and high-end projects.
Today, he leads a team, operates in different states and has diversified his activities with courses, mentoring, product sales and content production, achieving monthly revenues of around R$20,000.
Josi Martins has worked as a Personal Organizer for 11 years, in addition to having an organizer store. — Photo: Personal Archive/Reproduction Social Networks
Isabela Sekulic, 29, started during the pandemic. Born in Curitiba (PR), she was going through a period of professional uncertainty and worked as a manager at her mother's store. “I was tired, nothing shined in my eyes”, she remembers.
With social isolation, Isabela resumed a childhood hobby: organizing her wardrobe. By sharing the organization of her own home on social media, the videos started to go viral. Encouraged by her family, she decided to become a professional and started an online personal organizer course.
While he learned techniques and studied video editing, his profile on the networks continued to grow. Still during her training, her first paid job came up: a friend asked her to organize her wardrobe. “That’s where it all started,” he says.
From that moment on, Isabela began to combine theoretical knowledge with daily practice. Social networks continued to be the main showcase – and also as a career accelerator. The visual method he adopted, inspired by the North American style "The Home Edit", organized by color, became his trademark.
With increased visibility, it expanded services, formed a team and began operating in different cities. The growing demand also led her to teaching, with the creation of a professional course focused on the so-called “rainbow method”, which today represents one of the entrepreneur's main financial pillars.
Currently, she lives exclusively from her profession and earns, on average, R$10,000 per month just from organization projects – a value that grows when added to the sale of organizers and the online course, which brings together students from different regions of the country.
Multifaceted, Isabela's business involves professional organization, content production and teaching. At the center of everything, however, remains the same motivation that emerged in childhood: transforming chaos into functionality and beauty through organization.
Isabela Sekulic, 29 years old, focuses on the “rainbow method” – organizing by color. — Photo: Personal Archive/Reproduction Social Networks
Unregulated profession⁉️
In practice, the personal organizer's work begins with understanding the routine and needs of those who use the space. From this, steps such as screening, categorization, flow redefinition and implementation of systems are carried out to maintain the organization in the long term.
The sector association itself defines the activity as the creation of personalized systems based on the analysis of the client's daily routine, with the aim of promoting physical and psychological well-being.
"In our work, it is essential to respect the lifestyle and individuality of each client. Each home has its own story and each person has unique needs", summarizes Ana Alarcon.
On a day-to-day basis, this translates into services ranging from organizing a closet or kitchen to entire homes, offices and post-move projects, including training families and support teams such as day laborers, maids and nannies.
Despite the expansion of the market, the profession is still not regulated. The occupation was included in the Brazilian Classification of Occupations (CBO) in 2022 and, since 2019, the sector association has been following a request for the creation of a specific National Classification of Economic Activities (CNAE).
Courses and training 🎓
Experts and professionals interviewed by g1 emphasize that training is a fundamental step for those who want to enter the career. Enjoying organizing is not enough: you need to learn methods, techniques and processes to act professionally.
As there is no specific technical or university course, all training available on the market is classified as free courses, recognized by the Ministry of Education (MEC), but without a degree in nature.
These trainings are offered by independent schools, educational institutions and, in many cases, by experienced professionals in the field. Some colleges also provide training in the format of extension courses.
There are options for basic courses and specializations in specific niches, such as post-move organization, closets, kitchens and corporate environments. Professionals report that the initial investment usually varies between R$2,000 and R$5,000, an amount that can increase throughout your career with conferences, certifications, mentoring and travel.
According to Ana Alarcon, the market was structured, to a large extent, by pioneering schools that emerged more than a decade ago and formed the basis of professionals working today. After the pandemic, there was an explosion of new offers, expanding both access to quality courses and the presence of superficial training.
— president of the National Association of Organization and Productivity Professionals (ANPOP).
Therefore, the association began to develop objective criteria to guide those who wish to qualify. The recommendation is to evaluate who the trainer is, how long he has been working in the market, how many classes he has trained and what practical experience is offered.
ANPOP is preparing for the launch of a recommendation seal for courses that meet minimum quality criteria for 2026. Ana also highlights that not everyone who seeks training intends to work professionally.
Ana Alarcon works as a personal organizer and is president of the National Association of Organization and Productivity Professionals (ANPOP). — Photo: Personal Archive/Reproduction Social Networks
Who are the customers? 🤔
The professional organization service is no longer restricted to the upper class. Today, middle-class clients also hire personal organizers due to lack of time, work overload or spikes in disorganization after renovations and moves.
Young couples, mothers with intense routines, retirees and single men are among the main profiles served, in addition to companies, clinics and commercial stocks. According to the association, demand generally comes from people who are unable to put their own house in order on their own.
"The organization is no longer seen as something exclusive to celebrities. Today there are different service formats, such as daily rates, complete projects or consultancies, which expands access", explains Ana Alarcon.
As for seasonality, peak demand usually occurs between November and December, when customers seek to prepare their home for parties and holidays. January and February tend to be weaker months, although established professionals keep their schedules full throughout the year.
How much does it cost to hire a personal organizer? 💸
"I've carried out change projects that lasted 36 hours and others that lasted two months. The values can vary from R$800 to R$100 thousand", says Ana Alarcon. According to her, the price is defined by the complexity of the project, time involved, team size and level of dedication required.
Tips for those who want to start ✅
“It is extremely rare for someone recently graduated to achieve high revenues in the first month”, says Ana Alarcon. Initially, earnings can be around R$4,000 per month, depending on the region and the ability to attract customers.
For those who want to enter the field, experts recommend:
➡️ Go beyond technique: seek training that includes customer service, ethics, pricing, marketing and management — not just practical organization.
➡️ Build portfolio: start with your own environments or those of people close to you to generate consistent before and afters and promote them on social media.
➡️ Act as an assistant: working in more experienced teams helps to accelerate learning and ensures greater financial security at the beginning.
➡️ Find a niche: areas such as moving, closets, playrooms, kitchens, carpentry or companies make it easier to complete more complex projects.
➡️ Pricing with method: consider labor (own and team), fixed and variable costs, materials, displacement and profit margin, closing projects as execution time increases.
"Anyone who wants to work as a personal organizer needs to understand that it is a service activity. You need to like people, be neutral and respectful when entering the client's home", says Ana Alarcon.
Professor Caroline dos Santos Simões, from Senac São Paulo, states that despite the challenges, the market continues to expand, driven by the search for well-being, productivity and optimization of spaces.
"It is a profession with low initial investment, great possibility of customizing services and potential for growth, whether through the expansion of on-site operations.
