I recently went one-on-one with Reginaldo Torres, founder and CEO of Dabalash.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Reginaldo: What a great question. I first identified this opportunity while working as a banker. I realized that the beauty industry was incredibly stable, almost “economic crisis-proof.” Making the leap from banking to cosmetics wasn’t easy. I faced skepticism from my family, risked a promising career in finance, and stepped into a completely different world.
How did I do it?
- Faith first: I put God at the center of my decisions.
- Avoided being empiric: I avoided making decisions on impulse and always analyzed the information from trustful resources.
- Following what I call the “Success Cycle”: Set clear objectives, plan with as much detail as possible, execute, and then inspect your results. Once you’ve completed all four steps, you start again.
Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?
Reginaldo: As I mentioned, I was a successful banker, even one of the youngest in my title, when the 2008 financial crisis hit. Analyzing investment portfolios during that period opened my eyes: the beauty industry was uniquely resilient, regardless of economic conditions. I started asking the women in my life, my girlfriend, my mom, female relatives, and friends, what they wished they had in beauty products. The answer was clear: a product that strengthened both lashes and brows, without side effects. At the time, products either addressed one or the other or had unwanted issues.
I invested time and money into working with a cosmetic lab, and after seven months, we had an effective formula. I patented it, created a business plan, and launched DABALASH. My advice? Avoid relying solely on gut instinct. Analyze the data. Set precise goals. Write down a detailed plan that covers the who, when, how, what, and why. Then, take the leap, execute, even when it’s scary. Starting small, I introduced DABALASH to family and friends in my hometown, and as resources grew, I expanded into marketing (radio, TV, e-commerce, billboards, tradeshows). Always follow a plan and execute regardless of the fear you have; results will be a medium- and long-term result.
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Reginaldo: Industry data confirmed it was a strong, sustainable idea, if executed properly. My advice would be:
- Remain cautious and methodical when planning and aggressive when executing. Don’t wait for customers to come to you; you must actively sell. Justify every aspect of your product, its colors, the structure, etc., and always have a clear strategy.
- Seek wisdom and strength from God: Those virtuous only comes from Him.
- Surround yourself with the right people. Every hire should have a clear job description, understand the purpose behind their work, and contribute to the bigger vision. Hire people who are experts in their fields, but as CEO, ensure you have a holistic understanding of the business.
- Stay humble and look for excellence. Success can breed complacency; constant improvement prevents stagnation.
Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Reginaldo: I started strong in markets I understood, initially within the Latino community, where I had cultural insight and connections. Always measure all your goals and processes, and be very humble to change what isn’t working. Also remain disciplined in your finances. By doing so, this helps to maintain a healthy cash flow and be able to balance what you need to invest and what to take out as profits.
Adam: What are your best sales and marketing tips?
Reginaldo: Understand your product, client demographic, and create a value proposition that makes sense. Build a value proposition that resonates, whether it fulfills a need or a desire. Make sure you have a proper platform, either physical or digital, where they can buy, and ensure you are performing various selling activities. In terms of marketing, utilize the whole marketing ecosystem (radio, TV, billboards, digital Ads, social network engagement, tradeshows, events, etc.). Depending on the market, your budget allocation on different communication channels will vary.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Reginaldo:
- Be human and empathetic: Understand your teammates
- Faith: Trust God’s word over fleeting emotions.
- Stay Organized
- Lead by Example
- Integrity – Be ethical, even when it’s harder.
- Listen Well
- Grow: do not lose focus on the desire to constantly improve and grow; never stop learning
Adam: What is your best advice on building, leading, and managing teams?
Reginaldo: Follow a structured system and internal strategy. As an example, at DABALASH, we use a Success Cycle and a full marketing ecosystem that has been key for us. We utilize multiple omnichannels like email, WhatsApp, phone, etc., to establish effective communication daily. In addition to this, we spend a lot of time and investment in the hiring and training process. When this is done properly, we’ve seen that performance and results accelerate and learning curves shorten.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Reginaldo:
- Put God first.
- Have a clear plan.
- Be courageous in execution, see it through, from start to finish.
Adam: What is the single best piece of advice you have ever received?
Reginaldo: “Make decisions based on principles, not preferences.” Before deciding, analyze three stages of the timeline: short, medium, and long-term repercussions of that choice. Avoid making a permanent decision about something that is only temporary, and vice versa.
