The Nail Social’s Cheryl Ou wants to create opportunities for those in need while shaping a more inclusive society

Growing better 

In the early days, the business journey was messy, unpredictable and full of trials and errors. Unlike a traditional business which measures success purely through revenue, running a social enterprise is a balancing act of growing the business while staying true to its mission.

On top of this, the Ou and Monteiro had to work hard to change the perception of a social enterprise. “Back then, social enterprises weren’t well understood and many people assumed we were a charity rather than a real business,” she explains, highlighting the hesitation that some clients had as they didn’t think a social enterprise was a legitimate business.

To overcome this, they focused on delivering great service while creating a welcoming space. Over time, their work spoke for itself.

Despite having multiple challenges, Ou muses that the work is incredibly fulfilling. “Seeing our employees gain financial independence, confidence and stability reminds me why I started,” she continues.

Since its inception, the social enterprise has worked closely with social workers, family service centres and shelters who refer individuals to the business. Ou believes that success isn’t just about how many individuals they train or hire. Rather, it’s about how they feel when they leave.

“When someone who once doubted themselves now walks into work with confidence, that’s success,” she says.

Soon after establishing The Nail Social, Ou and her husband Daniel Yeow launched The Social Space in 2018. A socially conscious multi-concept store offering ethical retail, conscious dining and employment opportunities for those in need, The Social Space was conceptualised while the duo lived in Bali for two years. There, they witnessed how sustainable businesses and social impact brands could thrive as “mainstream, profitable businesses that people genuinely loved”. This opened their eyes to a new way of thinking and they were determined to raise the bar in Singapore’s social enterprise scene.

Today, The Social Space takes the same ethos as The Nail Social, using business as a tool for empowerment, sustainability and community building.

Ou truly believes that it’s possible to build a business that’s profitable while making a difference to the people and planet. Below, she shares more on her journey, success stories of beneficiaries, long-term goals and more.

What were the trials that were faced and how did you overcome them?
One of the biggest challenges for both businesses is hiring and training staff. Many of our employees have been out of the workforce for years and some are still dealing with personal struggles like financial instability, mental health challenges or trauma recovery.

Another challenge is financial sustainability and to be honest, we haven’t overcome it—it’s an ongoing battle. Rentals are increasing, the cost of supplies is going up and yet, we can’t just raise our prices because consumers aren’t willing to pay more. It’s a tough time to be in business, and even tougher as a social enterprise.

All we can hope for is that customers believe in our work and continue supporting us. If you love what we do, tell your friends, spread the word, and most importantly, support your favourite small local businesses. Without your support, they might not be around much longer.

Can you describe the process of identifying and selecting beneficiaries for your vocational training programme?
We work closely with social workers, family service centres, and shelters, who refer individuals they believe would benefit from our programme to us. But now that we’ve made a name for ourselves, word has started spreading. Our current employees and social workers share the good work we do, and we now have many individuals reaching out to us directly, sharing their stories and wanting to join us.

Can you share a success story of a beneficiary who has progressed through your programme?
One of the most inspiring stories is of a single mother of six who joined us with no experience. She started out quiet, reserved, and unsure of herself.

She stayed with us for eight years and worked her way up to become our salon manager. She eventually became confident enough to start her own small F&B stall in a school. While we were sad to see her leave, we were incredibly proud of her. She still comes back to help and work part-time, and we love seeing her thrive.

Can you describe the training programme you offer to the women you employ?
Our training programme goes beyond just teaching occupational skills. It’s about empowering our beneficiaries with skills, confidence, and financial independence. Many of the women we employ come from challenging backgrounds—they may have been out of the workforce for years, are single mothers juggling family responsibilities, or have faced other personal struggles. So our approach isn’t just about technical training; it’s about helping them transition back into a work environment where they feel supported and valued.

Beyond the responsibilities at work, we also emphasise personal development. This requires us to work very closely with their support network, like family, social workers or therapists. Many of the beneficiaries we train start off feeling unsure of themselves, so we work closely with them to build their self-esteem, improve communication skills, and develop financial literacy so they can manage their earnings independently.

What challenges have you faced in running a social enterprise that employs marginalised women?
One of the hardest things is realising that we can’t help everyone. Some of the beneficiaries we hire are still dealing with deep personal struggles, and sometimes, they’re just not ready yet to break out of that cycle yet. That used to really weigh on me. But over time, I’ve learnt that we can only provide the opportunity—it’s up to them to take it.

How do you balance the business aspects of running a nail salon with the social mission of empowering underprivileged women?
It’s a constant balancing act. We have to stay financially sustainable so we can continue supporting the individuals we hire, but we also never want to compromise on our mission. The biggest lesson we’ve learnt is that a successful social enterprise needs to be a great business first. That’s why we focus on delivering high-quality services so that people come for the experience, and in turn, support the impact we create.

How has running The Nail Social changed your perspective on social entrepreneurship?
I’ve learnt that running a social enterprise isn’t always about growing bigger—it’s about growing better. At first, I thought impact meant constantly expanding. But over the years, I’ve realised that real change happens when you take the time to build something meaningful, sustainable, and true to your values. Through The Nail Social and The Social Space, I’ve seen firsthand how businesses can be a force for good and that’s what keeps me going.

What are the long-term goals for The Nail Social and The Social Space in terms of community impact?
At the heart of both businesses, our mission remains the same: to create opportunities for those who need them most while shaping a more inclusive, socially responsible society. We’re always looking for ways to expand our impact, whether that means collaborating with like-minded partners, reaching new communities, or evolving our business models to stay relevant in an ever-changing world.

Ultimately, we don’t just want to run businesses—we want to build a movement that inspires more businesses, consumers, and individuals to be part of the change.

How does The Nail Social stay relevant in the industry and what sets it apart?
At The Nail Social, it is important for us to understand what customers need beyond just beauty treatments. More people are recognising the importance of self-care and mental wellness, so we’re positioning ourselves not just as a nail salon, but as a self-care haven—a space where people can take a break, unwind, and feel good about supporting a meaningful cause at the same time.

What can we expect from The Nail Social and The Social Space in the upcoming years?
At the end of last year, we closed our flagship Haji Lane outlet after 10 years—a bittersweet but necessary decision. We decided to take a step back, streamline operations and rethink our long-term strategy. Since then, we’ve expanded our Kreta Ayer outlet and introduced new lash services. Moving forward, we want to focus more on self-care and mental wellness, using our platform to promote balance and well-being.

We’re also looking into bringing our services into corporate spaces and offices, making self-care more accessible for busy professionals. At the same time, we’re always looking for collaborations and partners who align with our mission. If someone shares our vision, we’d love to explore how we can grow together and amplify our impact.

NOW READ 

Diversity Among Local Gems: 5 Singapore businesses that champion inclusivity

How Malaysia’s Graze Market is rescuing imperfect food to feed those in need

Change Through Chocolate: How Social Enterprise ChocoLah Is Helping Underprivileged Youth