Cover Eileen Chen, founder and CEO of wellness brand Ki

Armed with resilience, resourcefulness and infallable faith, Eileen Chen shares her story of rising through the corporate ranks in an unconventional—albeit tenacious—fashion, and how that equipped her to launch wellness brand Ki

In the tapestry of corporate success, there are many threads that are like the others. But take a closer look at the template of weaves and emerges a standout thread that, more often than not, is slightly more unconventional and undulating—a statement accent that adds character, that adds colour, and adds creativity. Eileen Chen, founder of Ki, is exactly that. 

Before starting Ki, Chen navigated the corporate world without formal education—but thrived thanks to her discipline, intelligence and tenacity. Straight out of secondary school, she worked hard to self-learn all the tools to pursue her grand ambitions, and that earned her spot in the world of consulting. Over the last 21 years, an entry point at a UK management consulting firm kicked started her corporate career, from which she was headhunted by big four consulting firm, KPMG Asia Pacific. Rising through the ranks of such a corporate stalwart has seen her live and work across the globe, from Jakarta and Hong Kong to London and France, with her expertise lying in the field of business development. Working for one of the largest global life sciences and consumer skin health companies, she harnessed her skills and tenacity to not only grow sales exponentially, but also earn the firm’s fastest-track record of promotion within nine months. In her time at KPMG, she was also the lead for an internal regional KPMG demand generation change programme, which she developed with a group of directors and partners that’s now implemented globally. Perhaps it was her experiences working abroad that armed her with the fresh, alternative perspectives to shift both business and consumer mindsets, but we can safely say it was also her resourcefulness and adaptability that strategised such market improvement.

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Above Ki Soothing Hand Wash - 16 La Racine

Always the ambitious, tenacious one, the one thing that kept Eileen grounded despite her “go hard or go home” mindset was her faith—and her creative streak. “Creations and growth are joy—my ways of self-care”, she expresses. “I love anything creative and adventurous, from building things with my hands, writing when I am inspired, learning just about anything for self-development like behavioural neuroscience, to physically trying out new activities”. 

It wasn’t till three years ago when her mind and body was forced to a pause because of Covid-19 that she decided to do something more for herself. After grinding for big corporates for two decades, she suddenly had a wealth of time and space to focus inwards. This is when she started volunteering at St Andrew’s Autism School, which focuses on severe cases, where she also learned the emotional challenges caregivers face daily—and this, according to Chen, was when she experienced a truly downhearted period for the first time. “There was a lot of time for self-reflection, and I started questioning my purpose. “Am I doing something I am passionate about? Is it purposeful and fulfilling?” And that was the turning point where I decided it was time to give up my very stable, progressing career to a creation that fills my heart”.

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Above Ki 3-in-1 Mozzie Guard
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Above Ki is just as handy for your vacations as it is for your daily essentials

This eye-opening experience got her redefining her perceptions of value, worth and purpose, and she quickly embarked on her entrepreneurial journey—with her arsenal of market knowledge, and pulse on her target industry, of course. 

“Ki was started in the middle of June 2020, during Covid-19, when I noticed a gap in the market for luxurious hand sanitiser that does not dry hands and smell good. Mental health was paramount at that time, and consumers priorities were health and safety, which led me to think ahead about how I could support essential industries such as the airlines and hospitality in achieving empathy while creating a safe yet enjoyable environment for travellers till borders opened again. I spent over a year on research and development before leaving my corporate role to focus on Ki full time”.

As expected—and well-planned—Chen has grown Ki into a wellness brand with commendable success and purpose, with a focused line of hand sanitisers, essential oil perfumes and fabric disinfectants produced in Singapore, France and Korea. Here, she shares more about the brand’s evolution, how she invests in natural self-care to maintain life’s valuable balance, and how having faith are principles to growth.

What is your personal ethos when it comes to wellness and well-being, and how have you translated that to Ki Cleanse?
Eileen Chen (EC): Wealth and success are measured through happiness, and it starts with the mind. I believe a healthy mind leads to a healthy body, skin, and having positive energy. With Ki, I hope to create a pampering experience in our daily self-care journey for a holistic sense of well-being, resulting in glowing naturally.  

Can you expand on Ki Cleanse’s product line, as well as the key ingredients used?
EC: Our hero product category is self-care for hands, such as our 16 La Racine therapeutic Hand Sanitizing Spray and our 33 L’arbre Rejuvenating Hand Wash. We have also recently launched the first eight-hour lasting 3-in-1 Mozzie Guard that also has an anti-itch function and can be used as a natural perfume (“All I want is an insect spray that does not repel humans”). Our goal is to continuously create self-care experiences that allow millennials and generation X to glow naturally and complement their aesthetic demands, by working with beauty experts in France and Singapore, and leverage our pharmaceutical innovation in Korea. We use natural ingredients and essential oils, and I aspire to use Asian ingredients as the hero ingredients in each product to embrace my Asian roots.

What are some of the key partnerships and projects Ki Cleanse has worked on?
EC: With Singapore Airlines (SIA) and KrisShop. We were approached to develop an exclusive Batik collection of premium therapeutic sanitise products using one of SIA flowers from its uniform and is featured in their inflight catalog since December 2022. Following this development, we will be launching a hand care collection with SIA Batik line in June 2024. This limited-edition Revive Gojiberry duo hand care will be the first in the market that reduces wrinkles effectively backed by clinical trials as we worked with France beauty know-hows and our doctorate skin product consultant, when I was residing in France for a year to study and research.

What is a typical morning for you?
EC: I drink 500ml of water at one-go, then I pray for five minutes with the same worship songs every day before I brush my teeth and wash up, and I take my vitamins and a shot of wheatgrass. I will stretch and do a 10-minute mat workout twice a week. One of my new year’s resolutions is to workout more!

What does a standard work day look like for you?
EC: It’s usually non-stop once I get into my office as I cover all aspects of the business with some part time support, and I am lucky to have 3 very experienced advisors in Finance, Retail & Ecommerce and Marketing. I make a to-do-list and “try” to follow through. One day I can be pasting labels on my bottles and another day I can be doing proposals and pitch. The days vary and I like to be hands-on especially Ki is just a startup. Therefore, when a customer shares positive feedback on his/her experience of Ki, it brings joy.

How would you describe your working style?
EC: Analytical, meticulous, adaptable, and tenacious.

What time do you usually have lunch, and what meals are your go-to?
EC: 11:30am since I normally don’t take breakfast. I love my Asian food for lunch—with carbs! I prefer to eat less to no carbs in the evening, so my lunch would often involves rice.

Free time: overrated or underrated? Why?
EC: This is important. It links to self-care and self-reflection in peace, to achieve better outcomes and hear God’s messages. My Mom once told me, nothing rushed can accomplish good outcomes. 

How do you achieve a work-life balance? How do you set boundaries?
EC: Family comes first. I don’t believe in discounting my personal life. To have a work-life balance, I take holidays or time off to go on a date, I usually make up for lost time by either working more before or the next day to complete my tasks, hence the personal time is precious, and I like to spend it with people I care about and be present. A wise man once told me, quote “personal life should not be revolved around your work as you may be burnt out”. I would not perform my best without self-care! Honestly, I’ve only learned to be better in setting boundaries about two years ago. I learned to set boundaries by training myself on: control only what is within your control.

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Above Ki 2023 Christmas set

How do you chase your dreams? 
EC: I'd like to answer this with a poem I wrote:
Faith and not sight,
dream imaginatively,
brave the uncertainty,
adapt forwardly. 

Risks: should you take them? Why or why not?
EC: My approach would be always to take calculated risks, give your best in your professional and personal life, and enjoy and trust the process. At least you know you have done your best and no regrets. 

How do you deal with your shortcomings?
EC: Self-awareness, learn and ask for help when needed.

What’s the best piece of advice that you’ve ever gotten?
EC: Go with a good 80-20 rule.

What is an idea/thought that you heard recently, that you thought was interesting?
EC: A child’s education method can impact his or her moral values and way of life.

How do you unplug?
EC: I recharge by staying in. I am engaging, spontaneous and can have a good time when I am out, but I am an introvert by nature, so a couple of consecutive social gatherings would need a few days of recharge.

How do you stay grounded?
EC: Pray, be around nature, play golf and compose.

How do you manage stress?
EC: Positive thinking. If I find myself feeling stress about something for more than a couple of hours, I will shift the negative thoughts to positive self-talk. “Trust the process and stress does not change the outcome”.

What is the one item that has changed your life for the better, and why?
EC: My experience living in France had given me new perspectives, discover new things about myself and I understand more about I do not want in life.  

Do you have moments of douby, and how do you overcome them?
EC: Positive thinking and if there were still doubts, I will try to find solutions to fix them, even if it means to find a new strategy. 

What would you consider your greatest accomplishment to date?
EC: To overcome fear of being in big oceans by taking a laser sailing course! 

What would you still like to accomplish?
EC: I would like Ki to evolve into a brand that embraces natural Asian ingredients while leveraging our France-Korea ecosystem to cater to the community’s demands in their joyful self-care journeys. Another personal goal would be to continue to play a big part in the education of my little niece, Ayla as her godmother. I would like to see her grow up happy with a good education system, good moral values and be passionate about the things in life she wants to achieve. 

What is the last thing you do before you go to bed?
EC: Pray and reflect about the day. I would say thanks to even negative events as I believe every journey has something for me to learn and there is always something good out of something bad. “Seek and you will find”—Matthew 7:7.

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