The book "The Art of Starting a Business from Scratch: How to Take it from Paper and Build a Business with Purpose," published by Buzz Editora, arrives in bookstores this month. The book tells the story of Elias Torres, a native of Minas Gerais known as "Seu Elias," who began his career as a barber at age 13 and became a reference in the men's beauty and professional education market.
At 26, Elias opened his first barbershop in Belo Horizonte, bearing his name, with R$ 30,000 obtained from his overdraft. Two years later, he faced a debt of R$ 600,000. The crisis, however, spurred growth, and in 2024, the group grossed R$ 24 million and projects reaching R$ 65 million by 2028.
Today, the Seu Elias brand is headquartered in Alphaville and encompasses 12 operations, both company-owned and franchised, located in Minas Gerais and the interior of São Paulo. The ecosystem includes premium men's grooming services, the Baboon Cosmetics line, the Seu Elias Kids children's barbershop, cafes, and personalized experiences. The structure is supported by more than 160 employees.
In the educational field, Elias founded Barber Day University, considered the world's first barbering university. It offers four in-person courses – technique, management, visagism, and teacher training – which receive between 50 and 100 students weekly. The online version has already reached 100 countries and trained over 100,000 professionals. "What was just a barbershop has become a business school. Today, we transform lives through knowledge, technique, and a growth mindset," says the entrepreneur.
Another highlight is the Seu Elias Experience, an exclusive service that combines haircuts with image and business consulting. This service has already attracted clients such as Messi, Neymar, and Ronaldinho Gaúcho, reinforcing the brand's international prestige.
In addition to being an entrepreneur, Elias also works as a speaker, having presented to institutions such as Sebrae, Sicoob, and Unimed. In 2025, he led the Barber Day Conference, which brought together 4,000 professionals at the Vibra São Paulo venue. Part of the proceeds was donated to Projeto Crescer, which supports schools and churches in Mozambique and barbershop-schools in drug rehabilitation centers in Brazil. “Profit without impact is just a number. My mission is to generate prosperity that overflows to others,” he emphasizes.
For the author, the book is an invitation to overcome challenges. “It’s not a book about hair or barbering. It’s about starting a business from scratch, taking a business from concept to reality and building something solid, scalable, and valuable. Whether you’re a barber, hairdresser, or in any other field, this content will help you grow with purpose,” he explains. Commenting on his journey, Elias states that the philosophy guiding his path is: “Beauty is in the details and in the right business model. Believing when no one else believes is what defines a true entrepreneur.”.
