CEO Insights Magazine

Nestled in the heart of Southeast Asia, Cambodia has seen the rise of exceptional leaders who have steered the nation through both triumph and adversity. These visionary minds, shaped by a rich cultural heritage, have been instrumental in forging a path of progress and prosperity for their people. Denis Perfilyev, CEO of VICCILAB, the brand owner of VICCI Cosmetics, VICCI Beauty Bar & VICCI SPA, is one of Cambodia's remarkable leaders, whose indomitable spirit continues to shape the nation's destiny.

Denis's journey to becoming a successful entrepreneur is one of resilience and determination. He started working as a designer at a young age, but soon realized his passion for entrepreneurship. He also did freelancing and eventually travelled the world, living in several Southeast Asian countries.

After settling in Cambodia, Denis started several businesses, some of which were successful and some of which weren't. He even lost all of his savings when his marketing agency in Bangkok failed. But even at his lowest point, Denis didn't give up. He started a skincare company called VICCI, which quickly became successful in both Cambodia and Thailand.

Three years later, Denis saw another opportunity in the Cambodian market, the beauty salon industry. He and his wife, who had experience running a small cosmetology shop, opened a salon that offered a wide range of services all in one place. This was a completely new concept in Cambodia, and it was an instant hit. The salon was packed from morning until night, even during the COVID-19 pandemic.

Denis 's story is an inspiration to anyone who has ever doubted their ability to succeed. He has shown that with hard work, determination, and a willingness to take risks, anything is possible.

In this interview with CEO Insights Asia, Denis Perfilyev, CEO of VICCILAB, a beauty solution provider shares insights about his professional journey and how he tackled some of the challenges that came along.

How do you see your organization positioned in the market?

I believe that our organization is known for its high-quality products and services, and our customer service is second to none. We are also constantly innovating and looking for new ways to improve our offerings.

Some of the differentiating factors that set us apart from other players in the market include our focus on quality. We only use the highest quality ingredients and materials in our products. We also have a strict quality control process in place to ensure that our services meet our high standards. The second aspect is our commitment to customer service. We believe that customer service is essential to our success. We have a team of experienced and knowledgeable customer service representatives who are always available to help our customers. Our commitment to innovation is at the core. We are constantly looking for new ways to improve our products and services. We are also always open to feedback from our customers.

Our goal is to become the number one organization in our field in Cambodia. We believe that we have the products, services, and people to achieve this goal.

Could you talk about your skilled team and the organizational structure?

The company has a structured management system. I meet with the managers every week to discuss problems, goals, and feedback from customers. The managers then share this information with the staff. We also developed an app that allows us to collect feedback from customers in real-time. This data is used to track performance and identify areas for improvement.

In addition to the management structure, we also have a financial control system. This system allows us to track sales and expenses, and identify any potential problems. If we see a drop in sales at a particular location, we can investigate the issue and take corrective action.

I believe in giving my managers and top executives a lot of freedom. I choose people who are strong and creative, and I trust them to make decisions on their own. I don't micromanage them. Instead, I focus on making sure that everyone is aligned with our company's vision of customer satisfaction.

What are your future plans?

Looking at the future, we are planning to continue expanding within Cambodia. However, given that the Cambodian market is relatively small and we have almost reached its maximum potential, we are looking to open a few more locations here. Additionally, we have our sights set on entering larger markets such as Vietnam and Thailand. Although these markets offer more opportunities, they also come with increased competition. Nevertheless, with our accumulated experience and resources, we are confident in our ability to succeed. So, for the time being, our focus is on growing in neighbouring countries. On a personal level, I will continue to be actively involved and might even relocate to other countries to further advance our brand.

Please share valuable tips for budding entrepreneurs. The beauty industry is huge and growing, but it is also very competitive. However, I believe that it is a great place for future leaders to start their businesses because there is always high demand for beauty products. The market is also constantly evolving, so there are always new opportunities for businesses to innovate.

My advice to anyone who wants to start a beauty business is to not be afraid to make mistakes. Mistakes are a part of the learning process, and they are essential for success. The more mistakes you make, the faster you will learn and the closer you will get to your goals. The important thing is to learn from your mistakes and keep moving forward. If you give up after the first failure, you will never achieve your goals.

Denis Perfilyev, CEO, VICCILAB

Denis is a hiker, traveler, and reader who loves to challenge himself. He recently climbed Mount Kilimanjaro, the highest point in Africa, and is inspired by books like "10X" and "Shut Up and Listen.