‘Gelato’ for the face
A shared passion for beauty and skincare products drove two best friends to come up with their own mask, writes Nadia Badarudin
BY Eggs has been barely a year in the market but its Gelato Face Mask is fast becoming a cult favourite among local beauty buffs. Apart from natural food ingredients, the locally manufactured clay mask is popular for its interesting packaging — it is contained in an enticingly cute container resembling an ice-cream tub.
The creative brains behind the brand are former bankers-turned-entrepreneurs Quinnie Chong and Michelle Tan, both 25.
Chong and Tan have been best friends since high school. They went to Wesley Methodist School, Kuala Lumpur before pursuing their studies together at the London School of Economics.
BACK TO BASICS
The idea of having their own skincare range was born out of their shared passion for beauty and skincare.
“Tan and I have experimented with skincare products and perfumes since we were teens. While studying abroad, natural and food-inspired skincare products were a big thing and we toyed with the idea of making our own version,” says Chong.
Her family runs a GMP (good manufacturing practice) skincare manufacturing plant in Balakong, Selangor.
“We got the whole picture of the skincare business from what we observed at the plant. We eventually became more determined to pursue the business after leaving our jobs in the banking industry.”
“Our idea is to add some fun and creative elements into skincare routines.
“We want to create fun food for the skin, so our focus is on food-inspired ingredients. The concept is similar to the food we eat to nourish our body.”
And what’s with the brand name?
“For us, By Eggs sounds catchy and reflects the whole idea of going back to basics. However, we don’t use eggs in our product at all,” she adds.
FOOD-INSPIRED
The entrepreneurial duo (who are fondly known as The Egg Sisters among fans and followers) promote their clay mask via websites and social media as well as pop-up stores and weekend bazaars.
Why pick a clay mask to kickstart your business?
“We thought the idea of gelato or an ice cream-inspired product would be fun. And why not? Almost everyone loves ice cream.
“The texture of an ice-cream or gelato is quite similar to a clay mask. That’s why we chose it to begin with,” says Tan.
The By Eggs Gelato Clay Mask consists of five variants named after top gelato flavours. They are Breakfast Cereal Moisturising Clay Mask, Summer Lavender Relaxing Clay Mask, Peppermint Crush Brightening Clay Mask, Watermelon Sorbet Soothing Clay Mask and Tiramisu Deep Cleansing Clay Mask.
Each variant addresses differskin ent needs, ranging from soothing and exfoliating to deep cleansing.
Apart from kaolin clay as the main ingredient (a light and soft clay known for its various benefits to the skin), the mask also includes essential oils, vitamin E and food ingredients. Its Tiramisu Deep Cleasing Clay Mask, for instance, contains natural walnut granules and coffee powder to deep-cleanse pores and keep blackheads away.
The mask can be used frequently as it does not dry out the skin. It also doubles up as facial scrub, says Tan.
FULL RANGE
By Eggs is coming out with new products, including a cleanser, toner and moisturiser, soon.
“We aim to produce a full skincare range by the end of the year and we’re stepping up our promotional efforts to reach out to more customers here and abroad,” says Chong, adding that the brand’s main customers are women aged between 18 and 35.“When it comes to skincare, customers are mainly loyal to their favourite brands. That is our biggest hurdle and it’s tougher for us because we mainly sell our products online.
“Being online gives us a competitive edge as well because we are able to connect with them directly and there is also fast and constant feedback.
“As a young brand, input from customers is crucial to improve our products and services quickly and effectively.”