CEO Insights Magazine

In Malaysia’s fast-growing retail and e-Commerce industry, the beauty sector is experiencing an exciting revolution. With the rise of digital platforms and evolving consumer preferences, beauty enthusiasts are now seeking innovative solutions that blend convenience with luxury. Jace Tan, the visionary CEO of Naga Asian Beauty, is a name synonymous with innovation in the Southeast Asian beauty scene. As the founder of Asian Beauty Corner (ABC), Jace has pioneered a new era in beauty retail by seamlessly integrating e-Commerce, in-store experiences, and influencer-driven marketing. ABC made waves as the first in Malaysia to bridge these aspects, creating a truly unique shopping experience for beauty lovers across the region.

Jace's entrepreneurial journey is one of resilience and innovation. Under her leadership, ABC has secured exclusive brand partnerships with some of the biggest names in Korean beauty. From iconic brands like Rom&nd, 3CE, and CLIO to the clean beauty leader SKIN1004, Jace has solidified ABC’s dominance in the market by offering consumers an array of top-tier beauty solutions.

Not content with just distribution, Jace expanded her empire by launching Underwater, an in-house brand known for its high-quality, trend-driven products. She also ventured into OEM brand development, bringing successful beauty brands like E:YE and Sui to Malaysia and Singapore. Jace Tan’s influence continues to grow, reshaping the beauty landscape and empowering consumers with the best that the Korean beauty industry has to offer. Let’s read on.

Owing to the rising competition in the beauty space, what are the strategies which you have implemented to create engaging retail experiences for your customers?

In the competitive Health & Beauty (H&B) retail market, I’ve adopted a dual-tier strategy to maximize retail success. Recognizing that shelf space is a premium in stores, I created Underwater as a comprehensive brand, offering the widest range of SKUs across both online and standalone retail stores. This ensures that customers can experience the full extent of our brand offerings.

For larger H&B retailers like Watsons and Guardian, I took a more curated approach, optimizing the SKU selection to introduce limited but highimpact products. This strategy allows us to maximize sales per shelf space, placing best-selling and trenddriven items in prime locations, ensuring both brand strength and alignment with space constraints.

However, my vision goes beyond just selling products, it’s about creating memorable retail experiences that foster brand loyalty. To achieve this, I’ve focused on creating immersive store experiences, such as interactive beauty zones for exclusive brands like 3CE, Hince, and Clio, allowing customers to try products in real-time.

We also built a strong digital presence by integrating e-Commerce, social media, and influencer marketing into a seamless omnichannel strategy. To further elevate the customer experience, I introduced exclusive brand launches and collaborations. For instance, ABC was the first to bring Club Clio, Banila Co, and 3CE’s retail experiences to Malaysia, offering early access, limited editions, and VIP perks.

Lastly, we prioritize community engagement by hosting beauty masterclasses and live-streaming events, allowing us to build deeper, more meaningful connections with our customers. All these strategies have been key in transforming retail from just a transaction to an immersive experience.

How would you describe your leadership style? What principles or strategies guide you as a leader?

My leadership approach is grounded in visionary leadership, where I always aim to lead with a clear and forward-thinking vision. I continuously strive to innovate within the beauty retail space, integrating e-Commerce, in-store experiences, and influencer marketing to create unique and engaging experiences for my customers. I focus on bringing the latest and trendiest beauty products to market, staying ahead of trends rather than simply reacting to them. This ability to anticipate trends and plan for the future has been key to ABC's success, allowing us to set new standards in the industry and stay ahead of the competition.

What have been some of the biggest challenges that you've faced in your journey? How did you overcome them? What are lessons that you have learnt from these experiences?

The toughest challenge I faced was during the pandemic when I had to quickly pivot ABC from offline retail to an online-only business. With stores closed, I rapidly scaled ABC’s e-Commerce platform and used influencer marketing and live-streaming to keep customers engaged. This transition taught me the importance of adapting swiftly to market shifts and leveraging digital channels to maintain brand visibility.

From this experience, I learned several key lessons. First, digital transformation is essential. E-Commerce became a crucial part of ABC’s long-term strategy, ensuring that the business could thrive in a digitalfirst world. Additionally, I realized that e-Commerce is about engagement, not just selling products. Building meaningful relationships with customers through influencer partnerships was crucial. Lastly, I learned the importance of adaptability. My ability to pivot quickly during a challenging time helped ABC stay relevant and resilient.

What does the future hold for ABC, Underwater, and your exclusive brands?

The future of ABC, Underwater, and our exclusive brands is exciting and full of potential. I see ABC evolving into a leader in retail innovation, focusing on sustainable beauty solutions and strategic brand acquisitions. Underwater will expand as a flagship brand, strengthening its position through experiential retail and digital-first marketing. At the same time, our exclusive brands like Rom&nd, 3CE, HINCE, SKIN1004, CLIO, and Peripera will continue to gain traction through exclusive collaborations and strategic partnerships, further solidifying our presence in the market.

Given your extensive experience in the industry, what advice would you offer to aspiring leaders?

My advice to budding industry leaders is simple, ‘Adaptability and execution separate dreamers from doers’. To succeed, stay ahead of trends by experimenting fearlessly with new retail models and exclusive brand strategies. Build strong networks because strategic partnerships can open doors to exclusive distribution deals. Above all, focus on execution, as success comes from strategic planning, relentless follow-through, and the ability to continuously adapt.

Jace Tan, CEO, Naga Asian Beauty

Jace Tan is the visionary CEO of Naga Asian Beauty and founder of Asian Beauty Corner (ABC). With a passion for innovation, she has revolutionized the beauty retail industry in Southeast Asia, securing exclusive partnerships with top Korean brands and launching successful in-house brands like Underwater. Jace continues to lead with a focus on digitalfirst strategies and sustainable beauty solutions.

Awards & Recognition:

• 2024 Pink Biz Outstanding Female Elite Award from a leading media group in Malaysia

• Exclusive distributor for multiple toptier beauty brands, including Rom&nd, 3CE, Hince, SKIN1004, Clio, dasique, and Peripera.

• Consultant to Health & Beauty startups