There’s been an increasing number of local skincare brands popping up within urban Klang Valley late, most of it thanks the interest raised on social media platforms like Facebook and Instagram. Look around and you’ll see a flurry of new names, each one offering up a unique benefit of some sort.
Hoping to stand out in the same market is By Eggs—a brand founded by childhood friends Quinnie Chong and Michelle Tan that relies heavily on edible food as core ingredients.
“We’ve beenfriends since we were both nine, and we wanted to earn some extrapocket money during our college days,” Michelle said. “We turnedto personal care products as Quinnie’s family was in the businessof private label skincare manufacturing.”
“After completingour Economics degrees in London, we both returned to Kuala Lumpur andstarted our careers in banking.”
In 2016, Quinnie made the decision to join her family’s business full-time and gain deeper insights into skincare manufacturing. This she did until Michelle came on-board in 2017, eventually leading to the launch of By Eggs in November the same year.
A Feast For The Skin
Currently, By Eggs sells a variety of food-based skincare products ranging from masks, to cleansers, to toners, and moisturisers—all available either online through their webstore or platforms such as Zalora, or offline at boutiques around the Klang Valley region.
In order to make themselves more relevant to their target market, their products are formulated to suit local skin types, local lifestyles, and the local weather mostly using premium natural ingredients.
“We stay true toour philosophy of ‘food for your skin’,” they said. “Webelieve in using high-quality ingredients to nourish skin, similar tonutrients from food to nourish our bodies.”
“We go back to basics with our food-inspired ingredients. These things like include peppermint, coffee, banana, and vitamins, and are familiar to us and hence easier to relate to as consumers.”
They’ve found that their target audience—skincare and beauty consumers—are becoming more product-savvy. This leads to more demanding consumers who feel a need to know a brand and its products before making purchases.
Due to this, Quinnie and Michelle feel that the only way forward for them is to be as educational and transparent as possible with their customers and always be on hand to help them find the products that best suit their needs.
“Being anonline-focused brand also helps us interact on a personal level witheach individual customer, and that gives us a comparative advantage.”
By doing all ofthese, the duo think they’ll be able to set themselves apart andstand out to those looking for something more exciting in skincare.
“We targetconsumers who appreciate creativity and want to shake up theirskincare routine with fun but effective products,” they noted. “Ourproducts are formulated to suit both male and female consumers acrossa large age range, and we welcome everyone to try By Eggs!”
When quizzed aboutthe reception to their products, they both revealed that they’vebeen pretty happy with the response so far, with their revenue nowhitting five digits a month across 200 fulfilled orders within thesame timespan.
This has led them to constantly innovate and come up with new products, with their motto being to “never compromise creativity for convenience”.
And now, they have an ever proactive attitude to their own lifestyles and approach to product design, which have led them to the creation of some offerings that have turned out to become label-defining best-sellers.
“A high for uswould be the launch of Meal Time boxes last August,” they said.“These are sets of skincare products housed in custom-made takeawayor picnic boxes.”
“We receivedoverwhelming response from customers for its ‘Meal Time For YourSkin’ concept which really gave us an identity as a brand,” theyadded. “And this concept helped reinforce the food-inspiredphilosophy we go by.”
In the long run,Michelle and Quinnie both aspire to turn By Eggs into a full-fledgedbeauty supermarket that people can literally visit and shop at.
“We don’t meanit in the context of a multi-brand marketplace—we literally mean asupermarket or grocery store,” they said. “Both online andoffline, we envision the By Eggs customer journeying through rows androws of yummy and delectable products that resemble those at youreveryday grocer.”
So in line withthis, they’re currently developing more products to add to theircollection and hope to expand their distribution points beyondMalaysia and Singapore.
“Currently, we already have our cleanser-toner-moisturiser combo resembling milk, juice, and jam, and our clay-masks are all gelato-inspired,” they said. “So considering all this, we’re well on our way!”
Feature Image Credit: By Eggs