Legacy Building: Est.lab’s Karen Lam on how she transformed her family business into a leading skincare brand

At the start, her initial hurdle was bridging the gap between the company’s established practices that were already in place and the need for improvement. She had to “respect the value of [the company’s] past successes, while showcasing the benefits of new changes”. She understood the importance of fostering a shared understanding rather than implementing new systems and values.

To drive change, she knew she had to gain firsthand experience, working from the ground up by taking up all the front-line roles. She also obtained a Certificate in Beauty Therapy and Cosmetology to become an accredited beauty therapist.

“This not only gave me the opportunities to inspire change from within, but it provided me with essential insights and perspectives from staff and customers that informed the way we subsequently crafted and implemented policies,” she explains. Earning these industry credentials and working alongside staff helped to bridge the gap between tradition and innovation.

The fruit of their labours

Lam considers Estetica Group one of the most tangible things that bind her family together. She reflects on how their extended family would gather and share anecdotes or memories of their experiences at the company.

For her, the line between work and family is blurred in a positive way. She explains: “Skincare is our shared passion and a constant thread in our lives so we do actually find efficiency in being able to have continuous engagement on this, be it brainstorming ideas during mealtimes or finding inspiration during our travels.”

While she understands that some may perceive this as being unhealthy and not keeping a balanced life, she highlights that it’s something she “genuinely enjoys”.

Working with family is not always smooth-sailing and may potentially invite conflicts. She remembers her mother being very resistant when she first proposed digitising their operations. After multiple conversations, she realised that her mother’s resistance was rooted in her fear of feeling disconnected from the business due to her unfamiliarity with digital tools. By addressing these fears, they eventually reached a mutually agreeable solution.

Having to work closely with her family for over 20 years, she learnt the importance of communication and toeing the line between achieving professional goals and managing each other’s emotions and expectations.

Doubling down

To meet the growing demands for effective, personalised and science-backed skincare, the group launched Est.lab in 2018. Over the years, the skincare label has launched products that were “seriously good” for the skin, yet fun and inherently relevant to the modern consumer. For example, the brand’s latest Optimalift A+ Deep Recovery Eye Mask was developed and launched to address a concern arising from the modern lifestyle of having stressed and tired eyes due to prolonged screen time.

“To this end, we will continue to create products that are relevant and complement our evolving lifestyles,” Lam explains. The brand is also committed to sustainability and doing its part to become a more eco-conscious brand. 

Lam is proud of the brand’s evolution towards sustainable beauty and its strong commitment towards sustainability and the environment. “On our part, we have taken baby steps towards becoming more responsible and adopting more sustainable beauty practices,” she muses.

Looking ahead, the brand hopes to double down on its commitment to science and innovation. “We need to harness the power of data and technology to unlock deeper insights into the skin and body,” she says, adding that the brand is constantly creating new and better ways to address skin concerns.

The company has plenty in store for 2025. On top of reviewing potential projects with A*Star and NUS, the skincare label continues to study skin wellness holistically and investigate ways to extend its offerings beyond topically applied products and treatments. The skincare label also looks to expand into oral supplements that can benefit gut-skin health and overall wellness. Plus, Lam reveals there’s a new innovation from the brand that she’s excited about.

With her unwavering commitment to innovation and holistic wellness, Lam is not just building a brand—she’s pioneering a new chapter in skincare that bridges traditions while breaking new ground.

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