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Márcia Queiróz

Our Positive Woman is Márcia Queirós, one of the founders of Fast Escova. Márcia shares her journey in the beauty market and the challenges of entrepreneurship. “In 2016, I created the Instituto de Formação (IFOR), a school offering 25 beauty courses, which became the largest in the Midwest. The DNA of employability, training entrepreneurs, and transforming women's lives has always been within me. So, in 2018, the Fast Escova project was born, together with my partner Michelle Wadhy. In 2022, we sold the school to dedicate ourselves to Fast Escova,” she recalls. “We faced a pandemic right at the beginning of the project, but we managed to keep our dream alive. Today, we have the largest blow-dry bar chain in Latin America.”





1. How did your career start? At 16, I moved from Iporá, a city in the interior of Goiás, to Goiânia with the aim of studying and working. I worked for 16 years in national and multinational companies in the commercial and people management areas, but chose to work in the beauty market since 2007. In 2015, I started a beauty and aesthetics franchise. In 2016, I created the Instituto de Formação (IFOR), a school offering 25 beauty courses, which became the largest in the Midwest. The DNA of employability, training entrepreneurs, and transforming women's lives has always been within me. So, in 2018, the Fast Escova project was born, together with my partner Michelle Wadhy. In 2022, we sold the school to dedicate ourselves to Fast Escova. We faced a pandemic right at the beginning of the project, but we managed to keep our dream alive in a solid and consistent way. Today, we have the largest blow-dry bar chain in Latin America, with over 270 franchises sold and 183 in operation. We are present in all states of Brazil.


2. How is the Fast Escova business model structured? The model was designed as a franchise and today has over 270 units sold across Brazil, offering quick services, no appointments needed, and fair, fixed prices. Fast Escova can be considered the “fast food” of the beauty segment. Created to disrupt the beauty salon market, Fast Escova proposed an innovative approach by extracting quick and recurring services from conventional salons. All this was conceived based on a deep evaluation of modern women's consumer behavior when visiting a salon, especially for a simple blow-dry. By deeply evaluating, Fast Escova innovated in how to present these services to society.


3. What was the most challenging moment of your career? Without a doubt, the initial moment of setting up the first Fast Escova unit and structuring the franchisor was challenging, marked by the lack of financial resources. And when we thought that facing this challenge was the peak of our concerns, the pandemic came to show us that our dream was not just ours but also that of dozens of other people, our franchisees. Faced with this new reality, we faced difficulties we could never have imagined. However, instead of being discouraged by adversity, we saw an opportunity to reshape, reinvent, and strengthen our business. It was a time when every obstacle became a growth opportunity, every challenge a chance to surpass ourselves.


4. How do you balance your personal life with your corporate/entrepreneurial life? In fact, I think balance is a utopian concept. There are times when I will dedicate more to work and my personal life will be impacted. At another time, it will be the opposite and so on. In my view, it’s about how I make agreements with the people close to me to align expectations regarding my life moments. In summary, there is no balance; there is agreement management. With open and transparent communication, we can align expectations and find ways to balance our professional and personal responsibilities as best as possible.


5. What is your biggest dream? Regarding the company, my biggest dream is to reach 10,000 jobs at Fast Escova. This goal transcends the commercial scope; it represents our vision of offering significant opportunities to a large number of people. It's not just about expanding our business but about positively impacting thousands of lives, providing them with means to support their families, achieve their goals, and fulfill their dreams. In my personal life, my biggest dream is to build my family. Certainly, having a family to love, care for, and share moments with is one of life’s greatest blessings. For me, it is a journey of love and growth that can bring a deep sense of fulfillment and happiness.


6. What is your greatest achievement? Building a company that today provides almost 4,000 direct jobs and, consequently, positively impacts another 4,000 families indirectly. Behind these numbers is tireless effort, a clear vision, and unwavering commitment to people's well-being. Each job created not only represents an economic opportunity but also a transformative factor in many families’ lives. This is the true power of a company that goes beyond profits, seeking to create a positive and lasting impact on society. Each job is not just a filled position but a story of success, overcoming, and hope.


7. Book, movie, and woman you admire. Book: The Bible, for sure, is my greatest life manual. More than just a work, it is a guide that inspires, guides, and strengthens the spiritual journey of millions of people around the world. Movie: “Pad Man,” a film based on the story of an Indian activist who created the sanitary pad. It is a powerful testament to the determination and innovation to promote significant societal changes. Through this inspiring story, we are reminded of the transformative impact that a single person can have by challenging conventions and fighting for a noble cause. Woman: And when we talk about women who inspire me, my partner Michelle Wadhy is an extraordinary example of leadership, determination, and entrepreneurship. With her vision, skills, and commitment, she has been a driving force behind our company's success and growth. Her tireless dedication and ability to lead with empathy and integrity are truly inspiring, and I am grateful to have her by my side on this journey.

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