The story
What were Bairo Gonzalez's first businesses?
A salon opened with his partner, a hair-treatment course, a natural cosmetics brand and, later, events and digital printing.
Bairo Leandro Gonzalez Martinez's first businesses in Brazil were in the beauty sector. With his partner, when their daughter was born, he opened a salon. Then he created a hair-treatment course and launched his own brand of natural-based cosmetics. Later on, he worked in events and digital printing.
Ahead of time
The salon didn't work out as well as the couple had hoped, but it opened doors. The hair-treatment course dealt with a field known today as trichology: in Brazil, aesthetic trichology is a recognized area of practice for biomedical professionals under Resolution CFBM 359/2023, and the treatment of scalp diseases remains a medical act.
He also tried to bring artificial intelligence and augmented reality into the beauty business, and was told it wouldn't work. The technology became standard in the sector years later: L'Oréal bought ModiFace, an augmented reality company for beauty, in 2018.
The cosmetics brand succeeded. Later, natural cosmetics became one of the strongest trends in beauty in Brazil.
What remained
In one of the businesses, he proposed bringing in touchscreen technology and ended up out of the partnership. Without names and without blame, he tells the episode as the moment he learned to make pain his foundation. Then came events and digital printing, with which he reinvented himself and built up capital for the next stage.
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