The book tells the story of Elias Torres, a barber from Minas Gerais who has already served Messi, Neymar, and Ronaldinho.

This month, the book *The Art of Starting from Scratch: How to Take Off the Drawing Board and Build a Purpose-Driven Business*, published by Buzz Editora, arrives in bookstores. The work chronicles the journey of Elias Torres, a native of Minas Gerais known as “Seu Elias,” who began his career as a barber at the age of 13 and became a reference in the men's grooming and professional education market.

At 26, Elias opened his first barbershop, named after him, in Belo Horizonte, with an investment of R$ 30 thousand obtained from his overdraft limit. Two years later, he faced a debt of R$ 600 thousand. The crisis, however, fueled his growth, and in 2024, the group's revenue reached R$ 24 million, with a projection to achieve R$ 65 million by 2028.

Today, the Seu Elias brand is headquartered in Alphaville and comprises 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 Cosméticos line, the Seu Elias Kids children's barbershop, cafes, and personalized experiences. This structure is supported by over 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 educator training—which welcome between 50 and 100 students weekly. In its online version, the impact has already reached 100 countries and has trained over 100,000 professionals. “What was just a barbershop became a business school. Today, we transform lives through knowledge, technique, and a growth mindset,” says the entrepreneur.

Another highlight is Seu Elias Experience, an exclusive service that combines haircuts with image and business consulting. This service has 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 been invited by 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 were donated to Project Crescer, which supports schools and churches in Mozambique and barbering-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 is not a book about hair or barbering. It is about starting from scratch, taking a business off the drawing board, and building something solid, scalable, and valuable. Whether you are a barber, hairdresser, or in any other field, this content will help you grow with purpose,” he explains. Reflecting on his journey, Elias states the philosophy that guides his path: “Beauty lies in the details and the right business model. Believing when no one else believes is what defines a true entrepreneur.”.