Businesses with a name, a face, and values behind them.
está cool is a curation of premium services created by independent people — hand-picked because their values match yours, not because they paid for an ad.
Human curation
Every business on the list was met and talked to before joining. No algorithm deciding alone what shows up for you.
Values connection
You're not just looking for a service — you're looking for people who think like you. That's the match curation protects.
Independence
No franchises, no ready-made formulas, no scaling for scaling's sake. Small businesses, with a name and a face behind every decision.
The directory, live
Filter by category or search by name — without leaving the home page. The full directory has even more.
How this works
Explore the directory
Filter by category or browse freely — every profile tells the story of who's behind the business.
Talk directly to the maker
No call-center chatbot. The link takes you straight to the business's website, Instagram, or WhatsApp.
Live the experience
No middleman, no commission hidden in the price. Just the connection between you and a business that makes sense.
How to apply to the directory
Tell your story
Fill out the application — who you are, what you do, and why your values match ours.
Our curators talk to you
We review every application carefully. It's not about average ticket size, it's about authenticity.
Your business earns a spot
Once approved, your profile goes live — visible to people looking for exactly what you do.
Does your business have values before it has customers?
We want to know. Tell us your story and let's see if it makes sense to join the está cool curation.
Apply to join