Joyce Wong

My manufacturer book it. Sorry lol

Expanding into Asia? 🌏
Regulations, certificates, translations—makeup is tricky and costly. You need capital and patience; first six months might not make money.
Simplify where you can, like selling one lash collection instead of 12. Train your marketers well—they represent you. Always claim your brand early to protect it across regions.
Preparation beats rush.

Can you spot us on the shelf at Boots? 👀
Retail is like real estate. If you don’t stand out, you don’t sell through. No sell through means no big PO.
Customers give you seconds, not minutes. They don’t read every feature. They react to what they see.
We chose bold and colourful while others played safe. That difference gets picked up first.
Packaging isn’t design. It’s a strategy.

Your dream wholesale deal could bankrupt you overnight.

To win in wholesale you must understand cashflow and also how wholesale works. IF you don’t you could lose your business overnight. I’ve heard too many horror stories of founders losing 6 figures instead of making money when trying to pursue wholesale.

If you don’t manage your cashflow or have a strong warchest a badly structured deal could absolutely wipe you.

You have to understand the game before committing to something that could end you in one hit.

howtogetintowholesale

Can you be successful as a mum? Yes. But here’s my truth.
I couldn’t do it without a full-time nanny. We used our savings to get support so I could focus. That year, I built my first $4M.
Success takes sacrifice. There’s no perfect balance. Just hard choices and clarity.
To every mum building a business, I see you. Find the system that works for you. 🤍

the meaning behind Char ✨
charm isn’t about being perfect.
it’s the little detail that makes you you.
Char is here to help you unleash it.

More liner. More lash. More shape. More drama.
Not because I wanted to overdo it , but because the techniques I was following were never made with my features in mind.
Somewhere in there, I felt like I was forgetting myself.
Char started from wanting to come back to that. An Asian eye-beauty perspective that lets us shape, define and enhance our eyes in a way that still feels like us.
And now, Char is on Ulta.com. 🤍
Same brand. Bigger room.
Find us on Ulta Beauty .com
lashes eyemakeup

“It’s better to know people than know books.”
Connections can move you faster than credentials. The rooms you enter at 18 might shape the business you build at 30.
But here’s the rule: don’t pull favours too early. Build your own wins first. Prove you know your craft.
When you’ve made your piece of the cake, the right people help without you begging. 🤝

Growing up around Western beauty standards, I kept trying to do my makeup in a way that was never really made for me. The lashes, the liner, the eye looks were beautiful — but they didn’t sit right on my face. At some point I realized I wasn’t enhancing my features, I was trying to become someone I wasn’t. And I’d lost the Asian aesthetic I loved about myself in the process.

That’s where Char began.

I wanted to create eye beauty that doesn’t ask you to change your features, hide them, or force them into one standard — lashes that feel soft and wearable, eye details that bring back dimension, expression, and charm. Char was made for the version of beauty that feels like coming back to yourself. 🤎

✨ Now available at Ulta Beauty
EyeBeauty FounderStory

Think you missed the buying window? Not in Asia. 👀

In the West, buyers work on strict seasonal calendars. Miss it and you wait months.

In Asia, there’s no fixed pitching season. If your product is good, they’ll meet you anytime. They’re always hunting for innovation and viral hits.

Stop waiting for the “right time.” Sometimes the right move is just pitching.