A growing number of young Americans are forgoing traditional employment to establish car detailing businesses, finding a path to entrepreneurship with potential for substantial income and no formal qualifications required. These ventures can be started with minimal investment in equipment and have gained traction through social media.
Erick Ortiz, 27, transitioned from a $15-an-hour job at an Amazon warehouse in 2021, seeking independence. After a brief period in food delivery, he and his girlfriend began washing cars for $20 each. Their business has since expanded to charging approximately $150 for a basic detail, employing six people, operating from a storefront, and managing three mobile detailing vans with plans to add two more. Ortiz reported that his detailing business generates about $18,500 in monthly profit. His income is further supplemented by social media, where he has amassed 946,000 followers and sells detailing classes and coaching to around 600 students, adding another $50,000 per month.
Similarly, Kevin Lieu, 33, turned to car detailing after slow insurance sales during the pandemic. After investing $500 in supplies and learning the trade through YouTube, he left insurance to focus on detailing full-time. Five years later, his business, Slide In Mobile Detailing, employs four people and operates from a storefront, earning about $8,000 a month. "I figured we can absolutely bootstrap this with no corporate background, just hard work and the American dream," Lieu stated.
Expanding Businesses and Online Presence
Jessica Tran, a detailing influencer based near Los Angeles, has cultivated a following of 1.6 million TikTok users while managing a detailing business that employs about six people. Tran acknowledged that demand can fluctuate with seasons and consumer spending.
Benjamin Scheets, 22, left Kent State University when his car detailing side hustle began to grow. Operating from his parents' garage in Ohio, Scheets now earns about $5,000 a month in profit. His services range from $180 for a sedan detail to up to $2,000 for premium ceramic coating packages. With bookings extending two months in advance, he is planning to hire an assistant.
In Colorado, Avery Bustin, 24, launched a mobile detailing service in 2023. He soon found himself working long hours to meet demand, leading him to open a shop, Premium Auto Solutions, hire employees, and step back from the hands-on cleaning within a year.
Nicholas Vacco, who conducts a three-day detailing course in Pittsburgh, has observed a more than 50 percent increase in inquiries over the past four years. Experts like Meghan Poirier, president of the International Detailing Association, note that the trade's low barrier to entry contributes to its rising popularity. Basic detailing operations can be initiated with a few hundred dollars worth of supplies.
The trend is reflected in online engagement, with the hashtag #cardetailing appearing in 1.8 million TikTok posts. A December 2023 Intuit QuickBooks survey indicated that 43 percent of Gen Z workers were considering starting a business in the current year, a higher percentage than any other generation.