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Opposites entice, they are saying, and for Fion Foo and Kennedy Chew, the founders of Fii Beauty, this couldn’t be extra true.
Meeting in secondary faculty 14 years in the past, Fion was the studious, obedient one, whereas Kennedy embodied the rebellious spirit. Despite the variations, their relationship flourished, main them to tie the knot after courting for 10 years.
But little did they know that their marriage will quickly blossom right into a shared entrepreneurial journey.
Fion, with a background in banking and finance, had all the time aspired to climb the company ladder. However, she felt under-appreciated and stressed within the trade, which prompted her to depart her job.
Meanwhile, entrepreneurship had all the time been an “obvious path” for Kennedy. When his then-business companions determined to name it quits on his former enterprise, he confronted a pivotal choice: both begin one thing else with one other associate, or embark on the journey alone.
He recognised the potential of doing enterprise with Fion, figuring out that their contrasting mindsets and aims could lead on them aside in the event that they pursued separate ventures. Since their marriage two years in the past, Kennedy has taken on the position of guiding Fion within the intricacies of working a enterprise.
Starting a enterprise with my spouse can be the perfect plan of action. Doing enterprise collectively meant that we’d be working in the direction of a typical objective, which I strongly consider may have constructive results on our relationship. Also, having somebody I fully belief to do the enterprise with is one thing that’s extraordinarily priceless.
– Kennedy Chew, co-founder of Fii Beauty
Simplifying magnificence routines with fuss-free merchandise
Established by Fion and Kennedy, Fii Beauty was born out of a need to simplify magnificence routines and empower girls to really feel assured in their very own pores and skin.
The firm’s journey started when Fion encountered the problem of sustaining her digital perms. She longed for a product that might effortlessly outline her curls, and this sparked the thought for Fii Beauty.
“I am a lazy person when it comes to beauty, but I still want to look good so I will always find ways to shortcut my beauty routines,” mentioned Fion.
She shared preliminary samples of her curling scrunchies with household and buddies, solely to find that it additionally helped these with straight hair obtain curls. This revelation was what led to the institution of Fii Beauty.
For Kennedy, selecting the wonder trade as their area of interest was a pure choice. He recognised Fion’s ardour and experience in magnificence merchandise and her capacity to establish what makes a product distinctive.
The couple’s partnership introduced collectively their complementary expertise, with Kennedy validating the feasibility and market potential of their merchandise.
At its core, Fii Beauty is pushed by the mission to empower girls and foster a way of neighborhood. The model goals to encourage and information girls to really feel extraordinary whereas embracing their individuality.
Fii Beauty was based to empower girls to really feel assured by way of fuss-free haircare and skincare options that carry out their pure magnificence. At Fii Beauty, we consider there’s one thing actually extraordinary about each single one in every of us and it’s our variations that make us lovely.
– Fion Foo, co-founder of Fii Beauty
It seeks to handle the ache factors confronted by girls in the case of haircare and skincare. By providing fuss-free options, the model goals to simplify magnificence routines, permitting girls to really feel assured and comfy in their very own pores and skin.
Their curling scrunchies was offered out inside 3 days
The 28-year-old founders have been overwhelmed by the response to their first product, the Cloud Curler, which offered out inside three days of its launch in August 2022. They additionally achieved six figures in income throughout the first month alone.
“I couldn’t believe it and was very touched that a small idea in my head could help so many other ladies,” mentioned Fion.
However, the fast success offered its personal set of challenges. Fii Beauty struggled to fulfill the overwhelming demand for the Cloud Curler, resulting in a interval the place they have been unable to meet all orders.
From the beginning [of production] until it reaches Singapore, it takes about 2.5 months. We made the powerful choice to do preorders so we had cashflow to fulfill demand and never lose market share.
However, at that time of time, we have been so new that folks have been afraid we have been scamming as a result of it took so lengthy to obtain their orders.
– Kennedy Chew, co-founder of Fii Beauty
To deal with this concern, Fion took it upon herself to strengthen their relationship with clients. She invested effort and time into creating on-line video tutorials and offering personalised replies to buyer inquiries, solidifying a loyal and tight-knit neighborhood.
The real care and sincerity demonstrated by Fion helped overcome preliminary skepticism and set up belief amongst clients.
Expanding their product portfolio
Its Cloud Curler, dubbed “Asia’s original curling scrunchie” has remained one in every of Fii Beauty’s best-selling merchandise.
It is mainly a hybrid of a roller and scrunchie, which utilises a pure curling approach. When the hair is curled across the Cloud Curler band, it helps alter the chemical bonds within the hair over a number of hours, creating lovely, heatless curls.
Unlike conventional strategies that depend on chemical substances or warmth, this strategy preserves the hair’s keratin and prevents dryness and dullness.
Sharing on the analysis and improvement course of, Fion mentioned that she labored carefully with the product crew in China to excellent the Cloud Curler’s construction, such because the stitching and firmness.
This meticulous consideration to element resulted in a curling band that not solely holds hair securely, but in addition feels delicate and comfy throughout use, particularly whereas sleeping.
In our early product improvement levels, we break up examined completely different supplies and located silk to be a superior materials for haircare. The curls created with silk are a lot smoother, shinier and frizz-free, in comparison with cotton and satin.
– Fion Foo, co-founder of Fii Beauty
Silk’s pure moisture-wicking properties additionally assist retain hair oils and stop dryness, decreasing breakage and frizziness in comparison with different supplies. As such, they opted to make use of 100 per cent 6A mulberry silk, which is the very best grade of mulberry silk, as the fabric for its cloud curlers.
Another one in every of Fii Beauty’s merchandise is its Body Scrub Balls, that are made with Korean cult-favourite magnificence ingredient snail mucin and niacinamide.
This two-in-one product exfoliates and moisturises the pores and skin, offering a time-saving resolution to Fion’s personal magnificence routine. It makes use of solely six clear elements with no preservatives, and is good for these with delicate pores and skin who admire the light exfoliation and avoidance of potential irritants.
Going viral on TikTook
Given that they’re scaling at such a quick and unpredictable tempo, Kennedy mentioned that one other problem Fii Beauty confronted was managing money circulation and formulating a complete development technique.
“Pumping money solely in brand awareness initiatives in the beginning of the business was a luxury because that does not generate immediate revenue,” he famous. He added that they’ve invested about S$100,000 into the enterprise to date, however have but to interrupt even.
To increase model consciousness, Fii Beauty adopted a direct-to-consumer technique, drawing inspiration from fellow profitable native e-commerce manufacturers similar to PRISM+ and HYDRAGUN.
They leveraged Facebook and Instagram advertisements for buyer acquisition. Recognising the facility of social media, Fii Beauty’s younger and savvy advertising crew efficiently generated viral content material on TikTook.
Within the primary six months, their movies garnered a powerful 8.6 million views — 5.8 million views are devoted to commercial movies, and the remaining 1.8 million are natural video views.
Such robust on-line presence has helped them tide by way of the turbulent COVID-19 interval. The on-line nature of Fii Beauty’s enterprise allowed it to stay unaffected, with the pandemic even opening up new alternatives as extra individuals embraced on-line buying.
This shift in shopper behaviour allowed Fii Beauty to view the pandemic as a enterprise alternative moderately than a menace. In reality, in line with Kennedy, they’ve recorded a rising variety of 13,500 clients thus far.
It has additionally just lately launched in Malaysia, and at the moment are setting their sights on increasing into different nations.
To keep their momentum, Fii Beauty plans to introduce new collections and designs of their widespread Cloud Curler all year long. They are additionally engaged on increasing its product line to incorporate curling lotions that complement the Cloud Curler, offering an entire haircare resolution.
Featured Image Credit: Fii Beauty
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