The Most Influential Leaders In Beauty Industry (1)

Ambassador for Sustainable Beauty Practices and
Beauty Industry Disruptor
www.thetycoonmedia.com

Ed or’s Note

The Most Influen al Leaders
in Beauty Industry 2024
Welcome to The Tycoon Magazine's special
edi on, The Most Influen al Leaders in
Beauty Industry 2024! In this highly
an cipated issue, we shine a spotlight on the
innovators and pioneers who are redefining the
beauty landscape with their bold visions and
groundbreaking work.
Leading this illustrious lineup is our cover star, Heiki
Kanne, the visionary Founder and CEO of Aes
Skincare. Kanne has taken the beauty world by storm
with his commitment to sustainability, purity, and
natural beauty. With a deep-rooted passion for
harnessing the power of nature, Kanne has
transformed Aes Skincare into a global
phenomenon, offering a range of products that
resonate with a new genera on of conscious
consumers.
In our exclusive feature, Kanne shares his inspiring
journey—from his Estonian roots to the crea on of a
brand that embodies the perfect blend of tradi on
and innova on. Under his leadership, Aes Skincare
has become a leader in the clean beauty movement,
offering products that not only deliver excep onal
results but also respect the environment. Kanne's
approach to skincare is holis c, focusing on the wellbeing
of both people and the planet, and his vision
for the future of beauty is nothing short of
revolu onary.
This issue delves deep into the world of Aes
Skincare, exploring how Kanne's leadership and
passion for sustainability have shaped a brand that is
at the forefront of eco-friendly luxury. We explore his
dedica on to sourcing ethically, using natural
ingredients, and promo ng transparency in an
industry o en cri cized for its lack of accountability.
Kanne's leadership is a beacon of change, showing
how beauty brands can thrive by aligning with the
values of today's mindful consumers.
Beyond Kanne's remarkable story, this issue offers a
comprehensive look at the current state of the beauty
industry, highligh ng the trends, innova ons, and
leaders who are making a las ng impact. We examine
how sustainability, technology, and inclusivity are
driving change and shaping the future of beauty in
2024 and beyond.
We hope you find inspira on in the stories of
leadership and innova on featured in this edi on.
The beauty industry is evolving rapidly, and the
leaders at its helm are not just crea ng
products—they're building movements, challenging
norms, and se ng new standards for what beauty
can and should be.
As always, thank you for being part of The Tycoon
community. We look forward to hearing your
thoughts and con nuing to bring you the stories of
the most influen al leaders across industries.
Kevin Wiiams
Kevin Williams

C O N T E N T S
Cover ory
Jean-Marc Delabre
A Champion of
Eco-Conscious Beauty
Susan Kim Tsui
On a Mission To Deliver
Clean, Effective
Skincare For All Ages
Ambassador for Sustainable Beauty Practices and
Beauty Industry Disruptor
Article
The Future of Beauty
Key Trends
Shaping the
Industry in 2024

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TYCOON Magazine
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The Most Influential Leaders in Beauty Industry - 2024
Ambassador for Sustainable Beauty Practices and
Beauty Industry Disruptor
Heiki Kanne: Ambassador for Sustainable
Beauty Practices and Beauty Industry
Disruptor
Heiki Kanne is a visionary leader in the beauty industry and
the driving force behind Aesti Skincare OÜ. Recognized as
one of the most influential leaders in the beauty industry, he
has transformed skincare with innovative products and a
commitment to sustainability, setting new standards for
excellence in the field. Tycoon Magazine had a great
interview with Heiki, who shared his business journey and
what makes Aesti stand out in the industry.
1. Can you provide a concise overview of your
professional journey and the genesis of Aesti?
I was born and raised in Tallinn, Estonia's capital, where I
enjoyed a cheerful childhood filled with studies, sports, and
family events. My mother has been a pivotal figure in my
journey; her hard work, achievements at work and guiding
me have greatly influenced my path. Plus, my education at
Tallinn English College opened the door to the international
world and prepared me for life's uncertainties. It was during
high school that I first developed an interest in
entrepreneurship, discovering a natural inclination to
combine ideas and create new value.
8

9

As I entered university, my interest in entrepreneurship
grew, though I was unsure of the direction to take. I
attended four universities, studying International Relations
and Business while exploring courses that caught my
interest. During this time, I also excelled in tennis, teaching
lessons and organizing competitions, inspired by legends
like Roger Federer and Rafael Nadal.
My first significant job was managing a sports equipment
store, where I built a team to optimize operations. I later
worked as a project manager in a real estate company
during Estonia's property boom from 2005 to 2008, gaining
valuable project management skills. I also participated in
various entrepreneurship seminars, broadening my
knowledge in areas like financial analysis and product
development.
In 2007, my sister faced hair loss, and the treatments she
received in Estonia weren't effective. She discovered a
Finnish methodology that successfully addressed her scalp
issues, primarily using peat for deep cleansing. This
prompted discussions in our family about why Estonian
peat wasn't utilized for skincare.
In 2009, I began researching the potential of Estonian peat
for beauty products, quickly realizing that no one had
explored its cosmetic applications in depth. After gathering
research and collaborating with the University of Tartu and
Tallinn University of Technology, we learned how peat
could alleviate various conditions. We developed a filtering
technology that produced pure, organic, and stable peat,
suitable for cosmetic use.
By 2014, we had enough material and feedback to launch
our company and brand, AESTI. The name, inspired by the
Roman historian Tacitus, represents the ancient roots of
Estonians. That same year, we partnered with Chemi-Pharm
AS to produce our first peat shampoo, which won two
beauty awards in Estonia. To date, we have developed 33
peat-based beauty products available in various countries,
including Estonia, Finland, and India.
My journey from a joyful childhood in Tallinn to a diverse
professional career reflects growth, learning, and
inspiration. The blend of family values, varied education,
and professional experiences has created a narrative rich in
potential. I am excited to continue writing the story of Aesti
and see what the future holds.
2. What were the primary challenges encountered
during Aesti's inception, and how were they overcome?
In the early years, Aesti faced challenges due to limited
information on peat's uses and benefits, requiring extensive
testing to understand its effects on human skin. Each
positive result fueled our determination, confirming that we
had discovered an exciting raw material for the beauty
industry. The peat in our products is 10,000 years old, and
while we found scattered insights about its properties,
comprehensive research was lacking.
Through continuous research and development, we refined
our products to maximize peat's benefits, establishing Aesti
as a trusted name in the beauty industry. We take pride in
offering natural solutions that enhance beauty and promote
skin health. In addition to scientific hurdles, we had to
educate consumers about peat's unique advantages, which
involved significant marketing efforts. The positive feedback
from our customers and the visible improvements in their
skin health motivate us to explore peat's full potential.
Hence, our vision is to lead in sustainable beauty,
committing to ongoing research to unlock even more
benefits from this ancient resource.
3. Could you elaborate on Aesti's unique offerings and
how it differentiates itself within the competitive beauty
market?
10

Aesti is a unique player in the beauty
industry, renowned for its innovative use of
peat, a natural resource cultivated over
10,000 years. We proudly assert that
Estonia has the world's finest peat, backed
by the World Health Organization's
findings on the country's clean air quality.
The decomposition of plants over millennia
has created a rich and bioactive
composition in Estonian peat.
Peat offers exceptional deep-cleansing
properties, effectively addressing skin
issues like psoriasis, dermatitis, eczema,
and acne, unlike many products that rely
on a mix of synthetic components.
Currently, Aesti offers 33 products, with an
equal number in development, including
facial, hair, body care, and specialized
treatments. Our peat face mask is
particularly popular, rejuvenating and
refreshing the skin with noticeable results.
Our hair care products promote scalp
health and address various scalp
conditions, nourishing hair from the roots
with minerals and humic acids. Peat stands
out by providing multiple skin benefits on
its own, including cleansing, refreshing,
and anti-aging effects.
Aesti has won 10 beauty awards in Estonia
from 2015 to 2024, averaging one per year.
We received a very good credit rating (AA)
from Creditinfo in 2022 and 2023 and were
recognized as a TRUSTWORTHY
COMPANY by Äripäev in 2024. Our
products are made with 96% to 100%
natural components and are produced using
100% green energy.
11

are well-represented and marketed
effectively.
Education about peat's benefits and our
sustainability efforts is a key part of our
strategy. We use social media, our website,
and in-store promotions to engage with
customers and provide valuable content,
fostering a sense of community around our
brand. Consistency in branding is vital for
a strong identity. We ensure that all
marketing materials, packaging, and
communications reflect our brand values.
Storytelling helps connect emotionally
with customers, deepening their loyalty.
To reward our loyal customers, we have
loyalty programs offering discounts,
exclusive offers, and early access to new
products. This recognition encourages
repeat purchases and strengthens
relationships.
5. Please highlight some of the key
milestones and accomplishments
achieved by Aesti under your
leadership.
4. What strategic approaches have you implemented to ensure Aesti's
continued success and market leadership?
To succeed in a competitive market, Aesti has implemented several key
strategies. Our focus is on partnering with distributors eager to differentiate
themselves by offering our unique product range made entirely from peat,
which has excellent skin benefits. The dark color of our products adds to their
market distinction. We maximize peat's beneficial properties while ensuring our
products are as natural as possible using current technology and produced
through sustainable practices.
We actively seek consumer and distributor feedback to enhance our products
and foster loyalty. By listening to our customers, we meet their expectations
and cater to diverse preferences, focusing on natural ingredients and effective
properties. Effective marketing and sales strategies are essential for our
success. We identify and collaborate with distributors who share our values and
enthusiasm for our products. Building strong relationships ensures our products
Achieving our current position is a
significant milestone for us. We have
grown from nothing to being
internationally recognized, with consistent
sales in foreign markets and numerous
international awards to our name.
However, we see this as just the beginning
and are excited about what the future
holds.
Launching a new product in such a
competitive market requires immense faith
and a touch of boldness. It demands
persistence, learning from our mistakes,
and maintaining motivation. As the world
changes, we must be analytical to avoid
wasting resources and find cost-effective
strategies. Remarkably, we achieved our
first profit only in our eighth year of
operation.
Under my leadership, Aesti has made
significant strides. We have introduced
innovative products using Estonian peat,
earning multiple beauty awards from
respected local magazines like Anne &
12

Stiil and Iluguru. Our products are now exported to various
countries, including Japan, India, the USA, the UK, and
most EU nations through Amazon.
The Aesti team continues to innovate and expand, driven by
our commitment to creating high-quality, natural skincare
products that benefit both our customers and the
environment.
6. How has Aesti adapted to the evolving landscape of
consumer behavior and preferences in the beauty
industry?
Purchasing habits are changing significantly, with a rise in
social media and online sales. Video product launches and
influencer marketing are becoming more common, though
the impact of AI on these trends remains uncertain. Despite
this shift, many consumers still prefer traditional shopping,
wanting to physically interact with products before buying.
Aesti recognizes the importance of standing out on store
shelves.
Aesti has successfully sold products on Amazon for years,
with 86% of users giving 4 or 5-star ratings, attracting new
customers. In Japan and India, Aesti uses more traditional
sales methods, like selling through beauty salons where
customers can experience peat treatments. Customer service
representatives act as product advisors, enhancing
familiarity with the products.
There is also a growing focus on sustainability, with
consumers seeking eco-friendly products and transparent
ingredient lists. Aesti has adapted by ensuring their products
meet these criteria, building trust and loyalty among
customers. The trend toward informed consumers has led
Aesti to provide detailed information about their products
online, including ingredient lists and usage instructions.
Overall, each country has a unique selling approach shaped
by cultural habits. By collaborating with local partners, Aesti
aims to help customers become familiar with their products.
Staying adaptable to these trends allows my company to
thrive in a competitive market.
7. What are your strategic objectives for Aesti's future
growth and expansion?
Currently, we offer our products online through Amazon in
the USA, selected EU countries, the UK, and Walmart's
online store in the USA. In traditional retail, you can find our
products on shelves in Japan, India, and especially at
Rossmann stores throughout Poland, which has been a
significant growth area for us.
Our participation in the 2024 Cosmoprof in Bologna was
highly successful, resulting in 174 contacts from 53
countries. In the near future, we plan to enhance our presence
in existing markets by providing a more tailored product
selection for each country and collaborating with the contacts
we made at Cosmoprof.
13

Our long-term goal is to expand our global distribution
network. Customer feedback has been overwhelmingly
positive, and we believe that natural cosmetics with
effective properties are in demand worldwide. We are
dedicated to making our products accessible everywhere,
ensuring that everyone can enjoy our high-quality skincare
solutions.
We are also committed to continuous innovation and
improvement in our product line to meet the changing
needs of our customers. By investing in research and
development, we aim to stay at the forefront of the natural
skincare industry, exceeding customer expectations.
If anyone reading this article believes our products would
complement their portfolio, we would love to discuss
potential collaboration opportunities. We are always eager
to explore new partnerships that align with our vision and
values.
8. What essential qualities do you believe are
indispensable for entrepreneurs in the beauty industry,
and what advice would you offer to aspiring
entrepreneurs in this field?
After 25 years of playing tennis, I have found that the
principles of sports apply well to entrepreneurship: create a
solid plan, work consistently, adapt when needed, and
surround yourself with supportive people. For aspiring
beauty industry entrepreneurs, focus on developing
effective, beneficial, and eco-friendly products. Understand
your customers' preferred channels for information and
engage with them there.
Stay informed about the latest trends by attending
conferences, participating in workshops, and networking
with professionals. Building a strong brand identity and
being transparent about ingredients helps establish trust and
loyalty with customers. Lastly, prioritize feedback by
regularly seeking input from customers to refine your
offerings and demonstrate your commitment to meeting
their needs.
2. Peat Face Mask: Apply raw peat to the face and leave it
on for 15-20 minutes. Peat is a natural humectant and
antibacterial, making it perfectly moisturizing, refreshing
and restoring the natural complexion of the facial skin in a
100% natural way. The best you can offer your facial area
once or twice a week.
3. Scalp Care: A healthy scalp is the foundation of healthy
hair. Use Aesti Deep Cleansing Shampoo once or twice a
week to remove the week's build-up from possible air
pollution and other non-natural hair care products to
maintain a clean, balanced scalp.
4. Digital Detox Before Bed: Give your mind a break from
screens at least an hour before bedtime. This helps improve
sleep quality, which is essential for overall wellness and
radiant skin.
5. Mindful Skincare Routine: Turn your skincare routine
into a mindfulness practice. As you apply each product,
take a moment to breathe deeply and appreciate the process.
This not only benefits your skin but also reduces stress.
6. Social Connections: Make time to connect with friends
and family. Strong social connections are important for
emotional well-being and can provide support during
challenging times.
10. Please provide a one-line quote that best
encapsulates your approach to business and your vision
for Aesti Skincare.
“Where there is a will, there is a way”.
Contact Details:
Heiki Kanne
CEO
Aesti Skincare OÜ
heiki@aesti.ee
WhatsApp: Heiki Kanne, +372 56 908 556
LinkedIN: Heiki Kanne
9. Could you share some valuable beauty or wellness
tips with our readers?
1. Aesti Peat Water Mist: Keep a spray bottle of peat
water in your bag. Use it throughout the day to refresh your
skin and set your makeup. This product makes miracles on
your skin. Japanese love it.
14

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18

Jean-Marc Delabre
A Champion of Eco-Conscious Beauty
Jean-Marc Delabre, the visionary behind
Végétalement Provence, is a name synonymous with
natural, organic skincare. A native of Provence,
France, Delabre's deep-rooted connection to the region's
rich botanical heritage inspired him to create a skincare line
that truly embodies the essence of the French Riviera.
The Visionary Behind Végétalement Provence
Delabre began his career at Marotte and then moved to
Dessange, where he worked from 1985 to 1989, laying the
foundation for what would become an impressive journey
in the beauty industry. His leadership skills were quickly
recognized, and in 1990, the visionary leader took on the
role of Managing Director for France at Sebastian
International, a position he held until 2002. During this
time, Delabre played a pivotal role in shaping the French
beauty market, most notably in 1994, when he successfully
orchestrated the launch of the OPI and Graham Webb
brands in France, both of which became widely acclaimed.
His influence in the industry grew further when he joined
the management committee of Wella France between 1999
and 2002, contributing to the company's strategic direction.
In 2003, Delabre expanded his entrepreneurial ventures by
launching the “Comme à la maison” concept alongside his
consulting firm, JMD. JMD quickly became a leading
player in the beauty industry, serving as the exclusive
consultant for Wella France's merchandising development.
In 2004, Delabre took on a new challenge as the Managing
Director of Hair Club, a network of 110 hair salons, where
he applied his leadership and vision to grow the business.
This experience laid the foundation for his next major
endeavor—founding Végétalement Provence in 2011, a
botanical care brand specializing in hair and skin
treatments. Under his leadership, the brand flourished,
gaining recognition for its innovative and eco-conscious
approach to beauty.
By 2021, the influential leader's expertise and vision led
him to take on the role of President at UBG Invest, a
holding company uniting all of the Group's diverse
activities. Under his leadership, Végétalement Provence
solidified its position as a leading force in the cosmetics
sector, continuing to set new standards for botanical beauty
care.
Where Nature Meets Innovation
Végétalement Provence was founded in 2011, during a time
when environmental awareness was far less prominent than
it is today. From the outset, the brand made the bold
decision to embrace a responsible, eco-conscious approach,
a move that set them apart in the industry. Its expertise in
utilizing botanical ingredients to create high-performance
products for professionals across a wide range of
needs—spanning hair, skin, lifestyle, and professional
care—helped establish them as a key player in the sector.
Over the years, Végétalement Provence has gone beyond
simply offering care products and collections. It has curated
an entire customer journey centered around the unique
interplay of botany, alluring fragrances, and technical
results, all designed to provide a holistic, transformative
experience. This commitment to both innovation and
sustainability has solidified its reputation as a leader in
merging nature with professional care, allowing them to
cater to the evolving needs of its clientele while staying true
to its environmental values.
Sustainable Solutions for Healthy Hair and Skin
After accumulating 30 years of experience in the hair
industry, Delabre was driven to create Végétalement
Provence following a significant worrying observation:
hairdressing ranks as the second most affected industry by
diseases related to professional exposure, such as asthma
and skin conditions. This concerning reality, combined with
a deepening awareness of ecological and environmental
issues, led him to completely rethink the traditional
approaches of the hair industry.
Hence, Végétalement Provence was born out of this desire
for change, with the aim of revolutionizing the industry by
setting new standards for both professionals and consumers.
The brand was designed not only to prioritize health and
19

well-being, but also to harness the power of
botanical care while ensuring the high-level
technical performance that professionals require.
By integrating natural ingredients with advanced,
eco-friendly formulas, Végétalement Provence
seeks to provide a sustainable alternative in the
beauty sector, reshaping how the world views and
experiences hair and skin care.
Through this innovative approach, the brand
offers a unique solution that respects the
environment, improves the working conditions of
professionals, and delivers outstanding results,
marking a significant shift in the industry's future.
Balancing Market Trends and Customer Needs
The Végétalement Provence team closely
monitors market trends while maintaining regular,
direct interactions with their clients. This dual
approach ensures that their product development
aligns not only with the evolving demands of the
market but also with the specific needs and
preferences of their customer base.
A notable example of this synergy occurred in
2023, when the brand introduced a new collection
of solid “nama” care products, crafted entirely in
France. These products, made from vegetable oils,
were designed to cater to the growing consumer
shift towards more sustainable, eco-friendly
beauty solutions.
“
People before the
brand, the people
who build the
brand.
“
By prioritizing both ecological and technical
standards, Végétalement Provence successfully
addressed the increasing demand for products that
are not only innovative but also environmentally
conscious and high-performing.
VG's Boutique: A New Chapter in Natural
Beauty
The evolution of Végétalement Provence's
concept salons serves as a perfect embodiment of
the VG philosophy and the distinctive customer
experience they provide. These salons are
designed to offer an environment where
innovation, natural beauty, and customer
satisfaction come together seamlessly. Since June,
the brand has reached an exciting new milestone
by launching its first-ever VG boutique, entirely
dedicated to retail.
20

This boutique represents a significant
expansion, focusing solely on retail
offerings and providing customers with
a space to fully immerse themselves in
VG's wide range of products. The new
venture emphasizes their commitment
to growth while staying true to their
core values of delivering a unique and
exceptional experience.
Future Roadmap
Under the leadership of Delabre,
Végétalement Provence, since its
inception, has focused on serving hair
and skin professionals. Building on this
expertise, it is now expanding its reach
to connect directly with consumers.
This shift includes developing its
collections for retail, with dedicated
100% retail boutiques and its newly
launched website,
www.vegetalement.com.
Delabre's Guide to Entrepreneurial
Success
According to Delabre, starting a
business is no easy feat. It requires a
unique blend of passion, determination,
and the ability to bounce back from
adversity. The entrepreneurial journey
is often filled with obstacles, but those
who possess resilience and
perseverance can overcome them and
achieve their dreams.
Beauty/Wellness Tip
A beauty or wellness tip by Delabre,
“Come and discover Végétalement
Provence, a botanical care brand
specialized in hair and skin.”
Advice To Aspiring Entrepreneurs
To aspiring entrepreneurs, Delabre
gives advice, “The first piece of advice
is to develop a concept and live and
breathe your project to make it viable.
Embrace your failures and your
successes. An entrepreneur must accept
failure, ingratitude, and focus on their
vision, evolving it with a team that
believes in the project. Ensure that the
leadership of the entrepreneur becomes
the leadership of a collective.”
21

The Future of
Beauty
Key Trends Shaping the
Industry in 2024
The beauty industry is undergoing a transformative period, driven
by shifts in technology, consumer expectations, and growing
awareness of sustainability and inclusivity. In 2024, beauty is no
longer just about appearance—it's about well-being, self-expression, and
ethical responsibility. The modern beauty landscape is defined by new
trends that reflect these priorities, and brands are adapting to meet the
demands of an increasingly conscious and tech-savvy consumer base.
1. Sustainability at the Core
Sustainability has become a central focus in the beauty industry, driven by
consumer demand for environmentally responsible products. Gone are the
days when packaging and ingredient sourcing were afterthoughts. Today's
beauty consumers expect eco-friendly packaging, ethical ingredient
sourcing, and cruelty-free production methods.
Many brands are innovating with sustainable packaging solutions, such as
biodegradable materials, refillable containers, and minimal use of plastics.
Water conservation is also gaining traction, with waterless beauty
products becoming more common, offering concentrated formulas that
reduce environmental impact during production and use.
Additionally, transparency is key. Consumers now seek clarity on where
ingredients come from and how they are sourced, pushing brands to adopt
ethical practices and disclose their supply chain processes. This growing
demand for transparency and environmental stewardship is redefining the
beauty industry's relationship with its customers.
2. The Rise of Beauty Technology
Advances in technology are transforming the beauty industry, making
personalization more accessible than ever. With the integration of artificial
intelligence (AI) and augmented reality (AR), consumers can enjoy
tailored beauty solutions and immersive shopping experiences.
AI-powered skincare tools are able to analyze individual skin types and
conditions, offering personalized recommendations for products that
address specific concerns. Meanwhile, AR technology allows consumers
to virtually try on makeup, hair colors, and even skincare effects in real
24

25

time, without having to step foot in a
store.
This level of customization and
convenience is reshaping how
consumers interact with beauty
products, offering them an experience
that feels tailored to their unique needs
and preferences. Beauty technology is
moving the industry toward more
efficient and personalized solutions,
meeting the demand for precision in
product recommendations.
3. Wellness and Beauty: A Holistic
Approach
Beauty and wellness have become
intertwined, as consumers increasingly
view beauty as part of a broader,
holistic lifestyle. Today's beauty
products often emphasize overall wellbeing,
not just aesthetic enhancement.
This shift toward "inside-out beauty"
reflects a growing understanding that
physical appearance is connected to
mental and physical health.
Skincare products are now infused
with wellness-focused ingredients,
such as adaptogens, antioxidants, and
vitamins that promise to support stress
relief and enhance the body's natural
defenses. Beauty supplements,
including collagen powders and
vitamins that promote healthier skin,
hair, and nails, are also on the rise,
reflecting a desire for products that
contribute to well-being from within.
The focus on self-care is evident in
beauty rituals that promote relaxation
and mindfulness. Products are
designed to create a sense of calm and
well-being, making beauty routines not
just about appearance but about feeling
good and taking care of oneself
holistically.
4. Inclusivity Redefining Beauty
Standards
The beauty industry is increasingly
focused on diversity and inclusivity,
breaking away from outdated beauty
standards that once catered to a narrow
audience. Today, brands are making a
conscious effort to represent and cater
to all skin tones, body types, genders,
and ages.
Inclusive product lines have expanded
dramatically, offering a wider range of
shades for foundations and concealers
to accommodate the needs of diverse
skin tones. Additionally, brands are
developing skincare and haircare
products that specifically address the
needs of different ethnicities and hair
textures, ensuring that everyone is
represented in product offerings.
Inclusivity is not limited to product
development—it extends to marketing
and representation. Brands are
showcasing models and influencers
from all walks of life, embracing the
diversity of their consumer base. This
movement toward authentic
representation is reshaping the
industry, making beauty more
accessible and inclusive for all.
5. Purpose-Driven Brands on the
Rise
Consumers are increasingly seeking
out purpose-driven beauty brands that
align with their values. In 2024, it's not
enough for a beauty product to deliver
results—it must also reflect a
commitment to social, environmental,
or ethical causes. Whether it's
sustainability, cruelty-free practices, or
supporting marginalized communities,
consumers want to know that the
brands they support are contributing to
positive change.
Purpose-driven beauty brands are
focusing on more than just profit—they
are using their platforms to advocate
for important causes, from climate
action to social justice. This shift
toward meaningful branding is
resonating with younger generations,
particularly Millennials and Gen Z,
who prioritize values-based
consumption.
The demand for purpose-driven beauty
reflects a broader cultural trend, where
consumers expect businesses to play a
role in addressing global challenges.
Beauty brands that can demonstrate
authenticity and a genuine commitment
to positive change are more likely to
attract and retain loyal customers.
As we move through 2024, the beauty
industry is embracing a more
thoughtful and responsible approach,
with sustainability, technology,
inclusivity, and purpose driving the
evolution of the sector. Consumers are
no longer just looking for products that
work—they want brands that align
with their values, offer personalized
solutions, and contribute to a better
world.
The future of beauty is being shaped
by these forces, and brands that
embrace these changes are set to thrive
in a landscape where ethical
responsibility, well-being, and
innovation define success. As beauty
continues to evolve, it's clear that it's
not just about looking good—it's about
doing good, feeling good, and being
part of a larger movement toward
positive change.
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27

Susan Kim Tsui
On a Mission To Deliver Clean, Effective Skincare For All Ages
In the world of beauty, where trends come and go, few
brands manage to make a lasting impact. Norie,
founded by visionary Susan Kim Tsui, is one such
brand, seamlessly blending science and nature to create
innovative skincare solutions. With a deep passion for
probiotic Korean ingredients and a commitment to clean
beauty, Susan is transforming how we view skincare,
making it accessible and effective for everyone.
A Journey from Embassy to Entrepreneur
Susan began her career in Korea and Singapore with the
dream of working at an embassy—a goal she successfully
achieved. The influential beauty leader worked at the
Canadian Embassy, promoting Canadian universities and
MBA programs. This role led Susan to senior positions at
the American Chamber of Commerce and Hewlett-Packard
in Singapore. In 2003, she seized the opportunity to join a
small team launching AmorePacific's flagship brand in the
U.S., moving to New York City as the brand's first
marketing hire. Under her guidance, the brand expanded
into major retailers such as Bergdorf Goodman, Neiman
Marcus, Holt Renfrew, and Sephora. Their impressive
global growth even became the subject of a Harvard
Business Case study.
After seven and a half years at AmorePacific, Susan
pursued an MBA before becoming VP of Marketing at Dr.
Jart+ in 2017. At the time, the brand was one of the fastestgrowing
skincare lines in the world, backed by Estee
Lauder Co. The brand was eventually fully acquired by
ELC. Susan later joined St. Tropez, part of the PZ Cussons
portfolio, as VP of Marketing and Co-Head of the
Americas. Despite her love for the brand, she left shortly
after the COVID outbreak in 2020 to take a break from
corporate life and pursue her dream of launching her own
brand.
“I'm proud of the pioneering work I did to globalize these
brands, as well as my role in establishing K-beauty as a
category in the U.S. This experience gave me the confidence
that I could develop and scale my own brand—from
knowing how to partner with labs to developing quality
formulations and collaborating with agencies and
retailers,” says Susan.
Norie: A New Era of Clean, Effective Skincare for All
The story of Norie is deeply personal. Susan's passion for
probiotic Korean ingredients led her to create a brand
focused on ultra-clean, gentle, yet highly effective skincare
for all ages. The inspiration came from her teenage
daughter, Natalie, a competitive fencer who began
experiencing breakouts. Susan attributed this to the constant
wearing of a fencing mask, which, like most sports
equipment, traps sweat, dirt, and bacteria. At the same time,
Susan herself, at 50, was also dealing with breakouts
triggered by stress, travel, and hormonal changes. And so,
Norie was born.
“Our hero ingredient, fermented white radish with Probiotic
L. Kimchii, is a natural antimicrobial that inhibits the
growth of C. acnes bacteria and reduces yeast and mold by
99.9%,” Susan proudly asserts. “Our cleanser also contains
2% salicylic acid and upcycled apple fruit extract, a unique
blend at the core of our 13 essential ingredients, which we
believe is the cleanest and most effective formula on the
market. We are proud that this is the first product of its kind
ever launched!”
Under Susan's leadership, Kimchii Cleanser achieved
significant recognition in its first year, winning
Cosmopolitan's Clean Beauty Award for “Best Treatment
Cleanser” and the TODAY Beauty Award for “Most
Innovative Cleanser for Oily Skin.” Susan, who believed in
the formula's uniqueness and effectiveness, was
overwhelmed by this external validation. These awards
reflect her dedication and the two-plus years spent
developing and testing the product.
Authenticity as a Catalyst
As a woman entrepreneur, Susan has prioritized an
innovation-driven growth strategy from the start,
recognizing that today's customers seek authenticity and a
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Be bold, own your narrative, and
chart your own unique path!
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unique perspective in the brands they support. She believes
true innovation requires the courage to be authentic and
create something entirely new. While customer-centricity is
vital for adding value, Susan notes that disrupting the
market often requires going beyond traditional customer
feedback, aligning with Steve Jobs' famous statement: “It's
not the customer's job to know what they want.” Although
various factors influence customer loyalty, Susan believes
the most significant driver is simply having a product that
works. By focusing on high-quality products, she is
confident that customer satisfaction and loyalty will
naturally follow.
Motivated Minds, Conquered Challenges
Susan began developing Norie in 2021, during the height of
the COVID pandemic. At the time, the supply chain faced
significant disruptions, leading to increased costs for
skincare ingredients and shipping. While she initially aimed
to launch two products, she was only able to introduce one:
the Kimchii Cleanser. This practical decision ultimately
forced her to focus on a single product, which turned out to
be a blessing in disguise. Susan believes that launching with
a strong hero product is more beneficial than debuting an
entire collection. By starting with one exceptional item,
entrepreneurs can test the market, understand their
customers, and grow their brand accordingly.
Today, as the founder of a self-funded brand led by an
Asian American woman, Susan feels motivated to serve as a
role model for aspiring female entrepreneurs and for her
teenage daughter. She aims to inspire others to believe that
with perseverance and hard work, they can turn their ideas
into reality, no matter how small. By incorporating the
probiotic strain from kimchi, she and her lab developed a
skincare product that is now helping countless people.
Leveraging Amazon for Growth
Leveraging Amazon in the company's early go-to-market
phase provides a solid foundation for future retail expansion,
making it a strategic launchpad for long-term success.
Future Roadmap
Under Susan's leadership, Norie plans to continue
innovating for individuals with acne-prone skin while
enhancing customer connections and community growth.
The brand aims to engage with smaller specialty beauty
retailers in early 2025. Its long-term goal is to establish a
strong presence in the U.S. market before expanding
globally, with a focus on Asia and Europe.
Essential Qualities for Every Founder
As a founder who has faced both challenges and triumphs in
building her skincare brand, Susan understands the unique
pressures of entrepreneurship. She believes resilience and
optimism are essential traits for founders, emphasizing the
importance of bouncing back from rejection by retailers,
investors, and customers without taking it personally.
Instead of being discouraged, founders should remain
committed to their goals and have faith in themselves and
their journey. In today's market, brands can quickly shift
from obscurity to success, making adaptability crucial.
The Secret to Clear Skin
According to Susan, the secret to radiant skin often starts
from within. Good gut health is essential not only for the
brain but also for the skin, as the gut-skin connection shows.
Probiotic foods like yogurt, kombucha, miso, and kimchi
support a balanced microbiome and strengthen immunity.
Inspired by the clear skin of Korean diets rich in fermented
foods, she included a probiotic strain from fermented radish
in her cleanser to help balance the skin's microbiome and
reduce acne-causing bacteria.
The beauty and wellness market is experiencing a dynamic
transformation, creating significant opportunities for indie
brands, according to Susan. Today's consumers are drawn to
cleaner, healthier, and more distinctive products, often
backed by genuine stories. The rise of social media has
revolutionized content discovery and shopping. Susan
believes that platforms like Amazon and direct-to-consumer
(DTC) channels have reduced entry barriers, allowing small
brands to reach audiences previously out of reach.
Currently, Norie is prioritizing Amazon for growth due to
its position as the leading search and discovery platform.
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