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We leave our pousada just after breakfast and hail a taxi at the street corner. “To the Parque da Luz next to the Pinacoteca,” I say in my best Portuguese. The taxi turns left, then right, then left again, winding through the streets of Jardims Paulista. “I love this part of town,” Maarten says as he looks out of the window. “It doesn’t feel like we’re in a metropolis of 20 million inhabitants.” “Using OMO as a vehicle, we started spreading the message about the importance of playing and exploring – the physical and emotional development that go with it. Children have the right to play, to be children,” says Aline. “Of course, in the end, we are a detergent brand and I have to make sure we grow our business, but we also want to make sure that we have a purpose in society.”