Bold, beautiful and business savvy: An exclusive interview with founder of BSKIN

Chia Su Mae

The rise of female entrepreneurs are a dime a dozen these days. Our generation especially is experiencing an overwhelming amount of #girlpower, and we’re not complaining.   Ex lawyer turned beauty and business mogul, Chia Su Mae, is amongst the recent rise of #girlbosses. Today, she heads BSKIN, a homegrown skincare brand designed from the ground up to advocate “smart skincare”. Developed by renowned scientists from South Korea, it cuts through marketing spiel and jargon, to not just deliver results based on science, but also to empower the consumer with complete knowledge of what goes into their products, how it works, why it works, and whether you are getting the results you want. As a young, assertive, and savvy consumer herself, Su Mae is in the best position to know the concerns of beauty fanatics today, portraying a brand that truly puts its customers best interests at heart.

We are all getting smarter with our skincare purchases. No longer are we captivated by advertisements with highly photo-shopped models or fancy packaging that costs more than the actual product. Instead, we go online to look for real world reviews, information on ingredients and clinical tests. We want to know what goes into their products. How it works. Why it works. And whether it will help us get the results we want.

And that’s precisely the reason why BSKIN was created. Designed from the ground up to be the smartest, most effective skincare brand in the world, BSKIN doesn’t sell hype, hope, models or elaborate bottles. What BSKIN gives you, the consumer, is the confidence that you’re making the right choice by offering a completely unique skincare range that represents the harmony and balance of nature’s most effective anti-oxidant ingredients, acting synergistically to improve the quality of your skin. With a combined 50 years of experience working on skincare development and a total of 47 patents in stem cell, peptide, zymogen and enzyme research, BSKIN researchers and scientists were challenged to push the limits of skincare and ingredient technology.

BSKIN’s product formula base contains its proprietary 6CORE System, comprising of nature’s most effective anti-oxidant ingredients such as Vitamins C and E, coenzyme Q10 (pea phytoplacenta extract), alphalipoic acid (broccoli extract), and glutathione (asparagus extract) into its products using patented processes. Every single detail – texture, fragrance, quality control, stability, efficacy, has been rigorously tested and graded in order to meet the brand’s exacting standards.

Its 6CORE System is further enhanced by the finest extracts of bee-based ingredients such as Royal Jelly, Propolis, Pollen and Honey mixed with pure natural Jeju spring water to create Bee Complex water, or “B2O”. B2O exhibited extremely interesting properties in healing, moisture control and vitality. It also increased the effectiveness of the active ingredients in the formulation.

Finally, each product is stacked with unique key effective and synergistic boosting ingredients designed to penetrate the epidermis layer of the skin so as to deliver maximum results.

“So many women, myself included, as well as men have been buying into the hope of getting ‘perfect skin’,” says Su-Mae Chia, Key Leader Regional Marketing of BSKIN. “But now, I have come to realise that it’s about whether my skin is balanced. We’re all going to have our good days and bad days especially with hormones, no doubt about that. But BSKIN gives me the confidence that it is doing the best for my skin no matter what and I like that reassurance.” 

In fact, the brand is so confident of its highly advanced range of products that it encourages its customers to become brand ambassadors. “We’re reaching out to a different demographic. A demographic that is articulate, savvy and rational. This group is much more focused on quality and effectiveness. If they like your product, they will speak about it positively. Unfortunately, they also love to keep us niche. We have customers telling us they started getting positive comments just after a few days of using BSKIN and that they are reluctant to reveal their ‘secret’ – so much for word of mouth marketing!” laughs Su-Mae. “We believe in results, not hype, and the quality and effectiveness of the products clearly speak for themselves”.

BSKIN is also designed to work with its revolutionary Smart Skin Device called ELVi (short for Energy, Light, Vibration, Iontophoresis), a non-invasive, safe, painless and easy-to-use solution for combating the signs of skin aging. Based on science and research, this innovative device can be used in either “facial mode” or “lifting mode” to enhance the penetration and absorption of skincare products and stimulate facial muscles.

BSKIN consists of three lines to suit different needs – the Vita Advanced Line, White Glow Line, and Matte Black Line – and the ELVi (Energy, Light, Vibration, Iontophoresis) Smart Skin Device.