Meet David DiLorenzo—the man behind Valentino Beauty Pure, the global lifestyle brand that is taking Instagram by storm
David DiLorenzo is at the top of the beauty industry and has established a powerful online beauty empire along the way. The internationally acclaimed company- Valentino Beauty Pure was recently ranked 28 on Inc. 5000 Regional list of fastest-growing private companies in Florida. As founder and developer of the industry’s leading innovative technologies and equipment, DiLorenzo is here to share how his passion-built Valentino Beauty pure from a brand to a lifestyle. Through the strategic use of social media, Instagram, particularly where his company’s account has over 600,000 followers, DiLorenzo has been able to create a movement in the nail industry. His goal is to get nail technicians recognized like their counterparts in the industry, such as hairstylists and makeup artists. DiLorenzo worked personally with nail technicians to build Valentino Beauty Pure’s online following. By utilizing this technique, nail technicians can create their own stylish online image, which has created a ripple effect throughout the entire beauty industry.
Providing the Tools to Succeed
Valentino Beauty Pure is an education-focused brand that provides all the necessary tools for nail technicians to succeed. DiLorenzo saw the lack of education in the beauty industry. After cosmetology school, where training is considerably basic, there is no place to learn further and advance your artistic skills. DiLorenzo created a platform to become successful as a nail technician, artist, and businessperson, providing value to Valentino Beauty Pure’s clientele.
While working at full-service salons in the 1990s and early 2000s, DiLorenzo noticed a constant complaint about the operators’ odor and nail dust. With side effects such as irritability and headaches, DiLorenzo and his father sought a solution. They came up with a device that would be a viable solution to nail dust and odor. Drawn on a piece of paper at a poker table DiLorenzo and his father invented the first “Source Capture System” in the industry, patented and manufactured by a Fortune 500 company. DiLorenzo and his father created the now worldwide brand name “Valentino Beauty Pure” and launched this device as an entry point to then lead the company to international acclaim.
Building an Online Empire
DiLorenzo utilized the launch of Instagram and saw how big social media and E-Commerce would become in the upcoming years after witnessing what Facebook did to change the way the world operates. DiLorenzo started an Instagram account in the early days of the platform, running alongside an E-Commerce store. Instead of creating brick and mortar stores, DiLorenzo opted for an internet-based business. This eventually led to the implementation of an affiliate program. Instead of having “ground” salespersons, which have become ineffective, DiLorenzo promotes the Valentino Beauty Pure brand while helping nail technicians build side business by representing the Valentino Beauty Pure brand online.
What sets Valentino Beauty Pure apart from other nail care companies is the CEO’s involvement in daily affairs. DiLorenzo is involved in daily operations from shipping to business management, employee relations, and vendor relationships. “I run the company as a family,” he says.
Valentino Beauty Pure’s most significant challenge lies in finding the correct suppliers that produce the highest quality raw materials while maintaining business relationships to ensure quality control. Proper management of Valentino Beauty Pure covers everything from production to quality control to staffing with a personal touch to ensure that his brand offers quality, consistent products.
Quality over Compromise
Quality is the company’s promise. It is that mindset that dictates the manufacturing of all products. The beauty industry has forgotten quality products, with many companies offering the cheapest product to manufacture, disregarding the needs and respect of nail technicians and operators. “By manufacturing our own products, we control when products are released to the public according to trends and demand. We can also control and respond to quality control in a timely matter as we do not have a board of directors to hold up decisions for months and can make ‘on-the-fly’ changes if needed,” DiLorenzo says. There have even been times when DiLorenzo had to say no to a client when their vision contrasts the integrity and goals of Valentino Beauty Pure.