Some people spend their whole lives trying to find purpose. Others spot it early—quietly, intuitively, and double down with everything they’ve got.

For Henry Choy, the founder of RinseLab Automotive Detailing, that moment came behind the wheel... or more accurately, behind the buffer.

What started as a side hustle while he was in flight school quickly evolved into something far more grounded. “It was something I thoroughly enjoyed every time I tasked myself with a detailing job, no matter the scope of the service,” he recalls. The satisfaction, the craftsmanship, the quiet pride of a perfectly protected finish. It clicked. And Henry ran with it.

Today, RinseLab is a full-time operation focused on luxury automotive detailing, specializing in paint protection film (PPF) and ceramic coatings. But make no mistake: what Henry is building is more than a car care business, it's a lifestyle carved out of discipline, trust, and consistency.

From Flight School to Full Throttle

“I couldn’t bear the thought of every day being the same,” Henry says. The idea of a capped salary and traditional routine never sat right. So, instead of waiting for the right time, he made his own. “I figured I would want to take matters into my own hands to create something I am truly proud of.”

That decision didn’t come easy. There were countless late nights, risks, and moments of self-doubt. But through it all, Henry leaned on something simple but powerful: gratitude.

“When it seems like you’re pushed into a corner, and the world is coming down on you. I always tell myself that I’m grateful to be doing this. I get to do this as a job.”

Progress, Redefined

These days, Henry doesn’t define progress by revenue or reach. For him, it’s about elevating others.

“Progress is elevating those who are around you and making them become the best version of themselves. Without a team around you that you can rely on, you will always be stuck in the same spot.”

It’s a mindset that reflects Plain’s own philosophy, build slow, build real, and build together.

Reps Over Results

Henry’s identity as a business owner wasn’t earned in a viral moment, it was earned in repetition.

“I started out with posting 5–10 videos a day on TikTok,” he says. “Doesn’t matter what kind of content it is, there will be a compounding effect.” That commitment built his online audience, one post, one polish at a time.

Give Before You Get

When asked what giving first looks like in his world, Henry doesn’t hesitate: “Provide the most transparency with what your audience will be getting. If they don’t come to you, it’s not the end of the world. There’s always someone out there who will value your work as much as you do.”

That quiet confidence, earned through years of hands-on work, is what makes RinseLab shine far beyond the paint.

Still in the Middle

Though he’s five years in, Henry is still building, working quietly on online courses, still refining, still showing up. And he’s not in a rush.

“It’s always nice to be present in the process. There are so many lessons to be learned. Before you know it, you’ll probably think back to these days and realize how simple they were, before more stress comes with success.”

Final Words

We asked Henry what he’d say to someone thinking about starting their own thing. His answer?

“Focus on what you're good at, and showcase it to as many people as possible. If you are able to be consistent and out-rep everyone else, there is no way you will fail.”

In other words: stay in plain sight. Keep going. The shine is in the showing up.

Follow Henry: @rinselab
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