By Maria Williams
The beauty industry has witnessed a transformation driven by individuals who are willing to venture beyond the conventional route. Such is the story of Ning Cheah, the CEO and Founder of The Beauty Crop, a brand standing at the intersection of beauty and wellness. This article shares Cheah’s inspiration behind starting The Beauty Crop, the challenges faced along the way, and the strategies that have fuelled her success.
Beginnings of The Beauty Crop
Cheah’s journey into the beauty industry took an unconventional route. Armed with a master’s in chemical engineering, her professional journey began in the high-stress world of investment banking. However, the toll on her skin from eczema and chronic cystic acne propelled her towards a new path.
Frustrated with the limited options in the market—organic cosmetics that underperformed or mainstream products laden with questionable ingredients and fragrances— Cheah, envisioned a line of cosmetics that fused nutrient-enriched plant ingredients with better-for-you formulas, all at an affordable price.
Overcoming Entrepreneurial Hurdles
The path to building a business is never easy. From manufacturing challenges and human resources issues to legal battles, the entrepreneurial journey can be filled with obstacles. However, a resourceful attitude, stepping back to analyse the bigger picture, and approaching problems methodically and logically have been crucial for Cheah in overcoming hardships.
A Day in the Life of the CEO
Cheah’s typical day is diverse. From the early morning chaos of getting her children ready for school to checking samples, attending team meetings, and managing customer service issues, her days are a blend of multitasking, problem-solving, and planning. Balancing work and family life is a constant challenge, yet she approaches it with determination and resilience.
Strategies for Success
Cheah credits the success of The Beauty Crop to a few key principles, namely hiring committed individuals with assorted skill sets, growing resilient to withstand failure, and remaining adaptable to pivot the business when required. These strategies have driven the success of The Beauty Crop under Cheah’s leadership.
Vision for the Future
In the short term, The Beauty Crop aspires to be the go-to affordable beauty brand in the UK, synonymous with high-performing, better-for-you formulas. With cautious expansion plans into the US and a vision to cover multiple categories, including body and hair, Cheah sees a future where the brand becomes a mega force in the beauty industry.
Balancing Responsibilities
For Cheah, the customer serves as the central focus of the company. By listening to customers and focusing on creating the best products at the right price points, she believes she can serve all stakeholders—customers, employees, and the community.
The Joys and Struggles of Business Ownership
Owning a business is akin to having a child, with constant worries about its well-being. Despite the sleepless nights filled with questions about business growth, customer satisfaction, and expenses, Cheah is grateful for the love of what she does and the ability to shape her destiny.
Ning Cheah exemplifies entrepreneurial spirit—forging her path which extends beyond conventions, overcoming challenges, and leaves this CEO envisioning a future where The Beauty Crop not only thrives but leaves a lasting impact on the beauty industry.
Published By: Aize Perez
