KELLY KEAK
Managing Director, MTM Skincare Pte Ltd
In 2003, Kelly Keak began working for her family’s new venture – the Singapore launch of Japanformulated MTM Skincare. It was not an ideal time to launch a business, particularly one that required direct personal service, as the SARS outbreak was raging. “If this fails,” Kelly remembers her mother warning her, “we will have to sleep on the streets.” So, Kelly helped the business in any way she could, down to handing out flyers at a mall.
The dire prospects were averted by the team’s collective efforts, and the business survived and even flourished.
In 2021, during the COVID-19 pandemic, Kelly rebranded the business as mtm labo, emphasising madeto-measure skincare whose efficacy draws from custom solutions of superior scientific standard.
The rebrand also highlighted gender-neutral skincare. “Our commitment to inclusivity and diversity is reflected in our revamped brand identity which ensures our products and services are accessible and beneficial to individuals of all genders.” Kelly commissioned acclaimed Japanese designer Kenya Hara to create a new packaging, and he came up with sleek, deep green jars that represent nature and natural beauty.
Learning the trade by her mother’s side, a longstanding figure in the beauty industry, gave Kelly an early advantage. She witnessed the pleasure that her mother derived from providing skincare treatments to her customers and felt that she was contributing to the business as she saw its clientele grow. Through time she began assuming more and bigger responsibilities, eventually taking over the reins of the business in 2017.
Whatever innovations she picked up along the way, Kelly applied to the business. On top of this, she cultivated a nurturing environment for her employees, inculcating in them such values as filial piety, empathy, and compassion. “As a businesswoman, I prioritise putting our customers’ needs first. We listen to them actively, provide personalised solutions, and ensure that we meet their expectations.”
“My business allows me to pursue my passion, validate my skills as a leader, and continuously learn and adapt in the ever-changing skincare industry.”
The values of quality and excellence, as well as social responsibility resonate with Kelly. “Delivering the highest quality products and services is our unwavering commitment. We maintain strict quality control measures and use premium ingredients and extracts to ensure effective, tailored as well as safe skincare solutions for our customers.
“I’m a strong believer in social responsibility and giving back to the community. We actively participate in charity initiatives, including sponsoring charity galas and organising charity events. By supporting these causes, we aim to make a positive impact on society and contribute to the well-being of those in need.”