#MYSUPERFEMALE: Esther Chew – Founder of Beutiq.co

“Once that trust is broken, it’s hard for you to get it back.” – Esther 

For the love of her child

Esther Chew decided to set up Beutiq.co, an online beauty portal dedicated to Korean skincare and cosmetics. It’s main aim is to educate Esther’s followers on how to use these products to achieve various looks.

“I studied creative writing in the UK and worked as a copywriter for a while. While I loved my job I quickly realised there wasn’t much time on my hands to spend with my child. After dabbling in a few businesses starting with clothing before switching to phone cases, I finally  settled with this after a few years.”

“I’m not really into using cosmetics until I suffered an allergic breakout a few years ago after I used a western beauty product. A friend then suggested I try a Korean product as it was gentler, made from natural products and touted to work wonders on Asian skin.”

The launch of Beutiq.co

“True enough, after a few months, my skin looked a lot better. That’s how it started,” says Esther. Beutiq.co was launched last November and is one of the few online portals that sells halal Korean beauty products, which is certified by Jakim. The portal also features affordable, quality products that aren’t known to many outside Korea. “Beauty goals set by Koreans are very different from the Westerners as Koreans focus a lot on skincare and lesser on makeup. Westerners, on the other hand, prefer heavy makeup such as smoky eyes, strong contours and highlights. “A common misconception about Korean products, especially the makeup, is that they only work on fair skin, but Korean brands actually do carry a variety of products for everyone,” explains Esther. Her website doesn’t only sell products but also offers advice, tips and how-tos. In short, it became a guide to skincare products from the Far East. This resulted in more customers from different countries logging on to Beutiq.co to learn about Korean brands.

Advise

“Starting a business is never easy, but fortunately, I got help and a lot of support from the Korean brand owners,” Esther tells us. She wants to make Beautiq.co a household brand among Malaysians and introduce more quality products to the locals.“If you’re setting up your own digital business, make sure that everything is well thought. People place a lot of trust in you when they purchase things online. Once that trust is broken, it’s hard for you to get it back,” says Esther.

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PHOTOGRAPHY ROBIN LIEW STYLING JOAN KONG ART DIRECTION GAN YEW CHIN MAKEUP CAT YONG AND ALICIA TAN USING LANEIGE HAIR CKAY LIOW

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