Opposites appeal to, they are saying, and for Fion Foo and Kennedy Chew, the founders of Fii Magnificence, this couldn’t be extra true.
Assembly in secondary faculty 14 years in the past, Fion was the studious, obedient one, whereas Kennedy embodied the rebellious spirit. Regardless of the variations, their relationship flourished, main them to tie the knot after relationship for 10 years.
However 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. Nevertheless, she felt under-appreciated and wired within the business, which prompted her to go away her job.
In the meantime, entrepreneurship had all the time been an “apparent path” for Kennedy. When his then-business companions determined to name it quits on his former enterprise, he confronted a pivotal resolution: both begin one thing else with one other associate, or embark on the journey alone.
He recognised the potential of doing enterprise with Fion, understanding 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 function of guiding Fion within the intricacies of working a enterprise.
Beginning a enterprise with my spouse can be the perfect plan of action. Doing enterprise collectively meant that we might be working in the direction of a typical aim, which I strongly consider could have constructive results on our relationship. Additionally, having somebody I fully belief to do the enterprise with is one thing that’s extraordinarily beneficial.
– Kennedy Chew, co-founder of Fii Magnificence
Simplifying magnificence routines with fuss-free merchandise
Established by Fion and Kennedy, Fii Magnificence was born out of a want to simplify magnificence routines and empower girls to really feel assured in their very own pores and skin.
The corporate’s journey started when Fion encountered the problem of sustaining her digital perms. She longed for a product that would effortlessly outline her curls, and this sparked the thought for Fii Magnificence.
“I’m a lazy individual with regards to magnificence, however I nonetheless need to look good so I’ll all the time discover methods to shortcut my magnificence 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 Magnificence.
For Kennedy, selecting the wonder business as their area of interest was a pure resolution. He recognised Fion’s ardour and experience in magnificence merchandise and her means to determine 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 Magnificence is pushed by the mission to empower girls and foster a way of group. The model goals to encourage and information girls to really feel extraordinary whereas embracing their individuality.
Fii Magnificence was based to empower girls to really feel assured via fuss-free haircare and skincare options that deliver out their pure magnificence. At Fii Magnificence, we consider there’s one thing really extraordinary about each single considered one of us and it’s our variations that make us stunning.
– Fion Foo, co-founder of Fii Magnificence
It seeks to handle the ache factors confronted by girls with regards to 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 bought out inside 3 days
The 28-year-old founders had been overwhelmed by the response to their first product, the Cloud Roller, which bought out inside three days of its launch in August 2022. In addition they achieved six figures in income inside the first month alone.
“I couldn’t consider it and was very touched {that a} small concept in my head might assist so many different women,” mentioned Fion.
Nevertheless, the fast success introduced its personal set of challenges. Fii Magnificence struggled to fulfill the overwhelming demand for the Cloud Roller, resulting in a interval the place they had been unable to meet all orders.
From the beginning [of production] until it reaches Singapore, it takes about 2.5 months. We made the robust resolution to do preorders so we had cashflow to fulfill demand and never lose market share.
Nevertheless, at that time of time, we had been so new that individuals had been afraid we had been scamming as a result of it took so lengthy to obtain their orders.
– Kennedy Chew, co-founder of Fii Magnificence
To deal with this challenge, 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 group.
The real care and sincerity demonstrated by Fion helped overcome preliminary skepticism and set up belief amongst clients.
Increasing their product portfolio
Its Cloud Roller, dubbed “Asia’s authentic curling scrunchie” has remained considered one of Fii Magnificence’s best-selling merchandise.
It’s principally a hybrid of a roller and scrunchie, which utilises a pure curling approach. When the hair is curled across the Cloud Roller band, it helps alter the chemical bonds within the hair over a couple of hours, creating stunning, heatless curls.
Not like 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 growth course of, Fion mentioned that she labored carefully with the product crew in China to good the Cloud Roller’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 tender and comfy throughout use, particularly whereas sleeping.
In our early product growth phases, we cut 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 Magnificence
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.
One other considered one of Fii Magnificence’s merchandise is its Physique 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 answer to Fion’s personal magnificence routine. It makes use of solely six clear substances 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 TikTok
Provided that they’re scaling at such a quick and unpredictable tempo, Kennedy mentioned that one other problem Fii Magnificence confronted was managing money move and formulating a complete progress technique.
“Pumping cash solely in model consciousness initiatives to start with of the enterprise was a luxurious as a result of that doesn’t generate fast income,” he famous. He added that they’ve invested about S$100,000 into the enterprise thus far, however have but to interrupt even.
To lift model consciousness, Fii Magnificence adopted a direct-to-consumer technique, drawing inspiration from fellow profitable native e-commerce manufacturers comparable to PRISM+ and HYDRAGUN.
They leveraged Fb and Instagram adverts for buyer acquisition. Recognising the ability of social media, Fii Magnificence’s younger and savvy advertising and marketing crew efficiently generated viral content material on TikTok.
Throughout the first six months, their movies garnered a formidable 8.6 million views — 5.8 million views are devoted to commercial movies, and the remaining 1.8 million are natural video views.
Such sturdy on-line presence has helped them tide via the turbulent COVID-19 interval. The web nature of Fii Magnificence’s enterprise allowed it to stay unaffected, with the pandemic even opening up new alternatives as extra individuals embraced on-line procuring.
This shift in client behaviour allowed Fii Magnificence to view the pandemic as a enterprise alternative somewhat than a menace. The truth is, in line with Kennedy, they’ve recorded a rising variety of 13,500 clients so far.
It has additionally not too long ago launched in Malaysia, and at the moment are setting their sights on increasing into different nations.
To take care of their momentum, Fii Magnificence plans to introduce new collections and designs of their fashionable Cloud Roller all year long. They’re additionally engaged on increasing its product line to incorporate curling lotions that complement the Cloud Roller, offering an entire haircare answer.
Featured Picture Credit score: Fii Magnificence