CEO Insights Magazine

Leaders in Mongolia stand at the crossroads of tradition and progress, tasked with steering the nation through the challenges of a rapidly changing world. As Mongolia embraces modernity, leaders emerge with a vision that harmonizes the nation's rich history with global dynamics. Among these trailblazers is Amuulai Sumiyabazar, an influential figure in both business and beauty culture.

Amuulai began her career at the British Chamber of Commerce in Taipei, gaining international insights. Fueled by a lifelong passion for fashion and beauty, she ventured to create COSE Cosmetics, Mongolia's foremost multi-brand cosmetics store, pioneering beauty culture beyond borders. Amuulai's journey embodies the essence of leadership in Mongolia, where visionaries navigate the delicate balance between heritage and innovation to carve a path for the nation's future.

Engaging in an idiosyncratic interaction with CEO Insights Asia magazine, Amuulai shares the imperious details of her journey and future road map for COSE Cosmetics. Let’s hear it from her.

How would you define COSE cosmetics as an organization and its current position in the market?

When I reflect on my time in Taiwan, I can't help but think of places like multi brand beauty stores, where beauty transcended into confidence. It became my haven, and as I wandered through those aisles, I wondered why such experiences were absent in my home country, Mongolia. The idea crystallized – why not create a Mongolian beauty sanctuary housing a myriad of authentic, top-notch brands? Thus, in 2017, I took the plunge, bidding farewell to my job in social media marketing and birthing Mongolia's first multi-brand cosmetics store.

Today, with 10 flourishing branches and a thriving e-commerce platform, we are pioneers, ceaselessly innovating and delivering beauty beyond boundaries.

What are the flagship offerings and value additions that customers can expect from your offerings?

Every day at COSE, our mission is to promote a culture of inclusive beauty that fosters confidence. Our purpose is to be the architects of an environment where individuals can authentically express themselves, embracing the uniqueness that sets them aglow. COSE, or Cosmetic Obsessed Sales Experts, symbolizes our commitment to spreading confidence far beyond the act of purchasing. We launched the "Love Yourself" campaign in 2020, which was a heartfelt initiative to encourage self-love. Recognizing the struggles faced by different communities, including the LGBTQ+ and those with disabilities, we aimed to be a haven—a place where  be treated with equality. COSE is more than a brand, it's a sanctuary where everyone is encouraged to love themselves and embrace the confidence that lies within.

Tell us about your leadership approach, and the methodologies that you follow to lead your team.

 In my journey from business studies to managing my own company, the realities have reshaped my leadership philosophy. While textbooks lay out theories, the entrepreneurial path demands a dynamic, human-centered approach, blending tradition with innovation. Our management mirrors a fusion of Japanese and American styles, prioritizing training over prior experience for our beauty consultants. We envision a consistent service standard across borders.

Balancing the need for rapid adaptation to industry shifts, we recruit experienced professionals, fostering a culture of continuous learning. Yet, amidst the pursuit of market leadership, the heart of our company lies in familial care. I tell my team that though we may not share a roof, we share the same pot. Everyone contributes to our collective growth, and as the company thrives, so do everyone's rewards. Our core values—integrity, passion, growth mindset, inclusivity, and teamwork—are not just policy jargon but they are the guiding principles shaping our company culture.

How do you keep yourself up to date with ongoing industry trends to steer your organization towards the future?

As a young businesswoman navigating the ever-evolving landscape of the industry, my approach is rooted in curiosity and a fearless embrace of change. I find solace in the dynamic realm of AI technologies, I embrace the potential they hold, recognizing their crucial role in shaping the future. To stay abreast of the business world, I immerse myself in diverse channels, from devouring financial insights on Bloomberg to delving into the nuances of the beauty industry on various platforms.

What is the future destination you are heading towards?

Rooted in Mongolia's nomadic history, COSE Cosmetics envisions pioneering beauty culture internationally. Transforming into a franchise, we aim to extend our inclusive ethos to Kyrgyzstan and beyond. Our goal is to become Mongolia's first global beauty retailer. Partnering in Kyrgyzstan, we're set to open our first franchise branches in Bishkek next year. Simultaneously, we are also focusing on user-friendly e-commerce channels to propel us toward a future filled with global impact.

Amuulai Sumiyabazar, CEO & Founder, COSE Cosmetics

Amuulai Sumiyabazar is an accomplished professional with a Bachelor's degree in International Business and Trade Management from a Taiwanese university. Her career commenced at the British Chamber of Commerce in Taiwan and her return to Mongolia saw her contribute significantly to Unitel, the nation's largest telecommunication company, where she excelled as a social media marketer. Amuulai's passion for fashion and beauty has been a lifelong driving force, cultivated during an exchange program in Paris while studying in Taiwan. Today, Amuulai is the visionary force behind COSE Cosmetics, Mongolia's first and largest multi-brand cosmetics store, pioneering beauty culture internationally.

QUICK FACTS:

• Hobbies: Snowboarding, Surfing, Climbing high altitude mountains, Playing tennis, Riding motorbikes

• Favorite Cuisine: Oriental

• Favorite Book: Alchemist by Paulo Coelho, Good to Great by James Collins

• Favorite Travel Destination: Nepal and Bali