Cover Su-Mae Chia
Su-Mae Chia
1 / 1
On top of filling in her family’s large entrepreneurial shoes, Chia has also taken the family business to new heights
In this new series, Tatler speaks to second-generation entrepreneurs about their business journeys. They share more about stepping out on their own, life lessons learnt through business and how they hope to keep their family legacy alive.
In today’s fast-paced business landscape, second-generation entrepreneurs are emerging as dynamic leaders who build upon the legacies of their predecessors while adding a touch of innovation. One shining example is Su-Mae Chia, owner of local skincare brand Bskin.
Growing up, her parents never had any expectations of her joining the family business. In fact, following in her parents’ footsteps wasn’t something she expected to do either.
In case you missed it: A slice of history: 5 legacy restaurants to know in Singapore
Above Su-Mae Chia
Su-Mae Chia
1 / 1
Prior to joining the family business, Chia graduated with a Bachelor of Laws from National University of Singapore. Until 2015, she worked as a corporate lawyer specialising in employment, intellectual property, media and tech. Although she assumed she would be a lawyer for life, she decided to join the family business after being inspired by her parents’ hard work.
“With age, I started to appreciate the difficulty of building an enduring business and having been inspired by both of them and their philosophy behind formulating our products, it seemed like the natural thing to do,” she adds.
In 2016, Chia left the corporate lawyer life and joined her family business HDI Family of Companies (HDI), a bee-wellness brand selling supplements including bee pollen tables, royal jelly and honey. Making a career jump is always scary, even for Chia. But her determination and interest in the business propelled her to take that leap of faith.
Rather than just relying on her family’s success, Chia embarked on her quest to carve her own path as a second-generation entrepreneur.
Her family has been in the bee wellness industry for over 30 years and since she grew up consuming these products, she was able to personally witness the beneficial effects these products can have on one’s health. Like her, many of HDI’s customers have also witnessed these beneficial effects and have always asked them to produce their line of bee-ingredient-based skincare. Following her customers’ feedback in 2016, Chia decided to launch Bskin, a skincare brand that uses natural and ethically sourced bee-based active ingredients.
Starting the venture was challenging for Chia as she didn’t have any background in business, skincare or marketing. “I had to learn everything as I went along and I had to learn fast,” the entrepreneur shares, adding that she had a burning desire to prove herself to others while also constantly second-guessing her decisions.
Fortunately, she was given free rein to create and build the brand as she saw fit. Her older brother and current CEO of HDI, Brandon, gave her space for her to “do the best” she could.
Being pushed out of her comfort zone wasn’t a bad thing for Chia. She shares that it helped her to adapt quickly while acquiring new skills along the way. “In business… there’s no formal ‘career path’ and it’s easy to fall into a trap of always measuring yourself against the success of other entrepreneurs. That can be very paralysing,” she explains.
Remembering why she decided to venture into the business always helps her overcome her moments of doubt. The entrepreneur shares: “The days I receive a great review from a customer or I hear how we’ve transformed someone’s skin are the days I feel confident I’m doing the right thing with Bskin.”
Today, Chia’s skincare brand has won over 20 beauty awards and has also launched its global website in hopes of expanding beyond Singapore. The brand is currently available in Malaysia, Indonesia, the Philippines and Hong Kong.
Working with family has its ups and downs. While she still works alongside her brother, she explains that her experience working with family can either be the best opportunity ever or the most infuriating experience.
Although it’s good that her family is brutally honest, she adds that it can also be hard to move past the traditional Asian dynamic between old and younger siblings—where the older sibling “always knows better”.
She shares: “It’s gotten easier with time though and there’s a lot of mutual respect because we’re united by the same goal—to build on what our parents created and do them proud.”
Don’t miss: Are skincare and beauty lines backed by doctors better than celebrity brands?
Above Su-Mae Chia and her family
Su-Mae Chia and her family
1 / 1
Through thick and thin, Chia cherishes the advice given by her late mother, in that whether she is a mum, wife or entrepreneur—she needs to take care of herself. She shares that her mum’s advice always helps her to start the day on the right foot.
From testing out sample formulations to doing research on new skincare trends, Chia is constantly on the move.
When she needs to unplug, you’ll find Chia lifting weights at the gym, spending time with her three-year-old son and caring for her “kooky” pets. She excitedly shares that she currently has a flock of chickens and two ducks.
“We’re spoilt rotten with fresh organic eggs daily and I love opening their coop and discovering newly laid eggs every morning,” she tells us.
Above Su-Mae Chia and her family
Su-Mae Chia and her family
1 / 1
Seven years since the launch of Bskin, Chia is constantly trying to improve her brand, with the latest being a refresh. Currently, Chia is working on a complete brand overhaul with “a whole new look and feel, and a slew of new products lined-up” in the coming years.
And Chia is not slowing down any time soon, especially as she continues to push boundaries as a female entrepreneur.
Amanda Goh was the former senior writer for Tatler Singapore.
