S.Chuluuntsetseg: Opportunity is everywhere and available for everyone

We interviewed S.Chuluuntsetseg, who has produced a serums to support growth and thicken eyebrows. She used to work as a journalist in Mongolia and now, lives in Los Angeles, the USA.

You launched C`Moi cosmetics company recently. How did you come up with the idea to make eyebrow serums?

I came up with the idea to make a cosmetics brand together with my younger brother. My younger brother S.Erdenetugs is a beauty artist and works at a salon here. We are interested in fashion and beauty and love to work in this field. When I came to the US in 2018, I noticed that women pay a lot of attention to growing and nourishing their hair, eyebrows, and eyelashes. Rather than dyeing and tattooing your eyebrows, it’s better to grow them and keep them in their natural shape. My younger brother and I have thin eyebrows and hair, so we tried products that grow and thicken hair and they were effective. Then, we researched the ingredients of the products we used and thought we could make our own products that are effective and get many customers, so we did a lot of further research on it. I bought dozens of products that grow hair, eyebrows, eyelashes, and beards, and began to apply them, test them, and even tried leaving them with their lids open overnight. After the pandemic broke out, we did not leave our home for about 100 days. That’s when I really worked on this idea. Subsequently, we finalized the ingredients and consulted with laboratory experts. That was the first step in creating C`Moi. As you grow older, your hair, eyebrows, eyelashes, and beard become thinner. With regular care and growth, it is possible to have thick eyebrows, eyelashes, and hair for a long time.

What does C`Moi mean?

In French, it means “I” or “me”. I think that a person’s life, work, appearance, and behavior always reflect themselves. That’s why I named it as such.

How is the cosmetics market changing? What should consumers know?

People all over the world tend to use well-known brands and wellknown products. In fact, it could be said that we have been choosing to use the most expensive and well-marketed products. But now people’s way of choosing cosmetics is changing. In particular, women are not buying the most popular and expensive ones but getting used to buying products that are developing, have ingredient transparency, use natural ingredients, and are suitable for their skin type. Products that don’t have high packaging costs, are not tested on animals, and does not contain sulfates or parabens are in high demand. Sulfates and parabens are substances that bind a variety of ingredients together, prolong their composition, and extend their shelf life. Our products do not contain such substances. They should be used within three months after opening. In addition, the latest beauty trends focus on creating a natural look without heavy eyebrows and face makeup. Eyebrows are important for creating a natural look and accentuating one’s natural beauty. Of course, people with thick and shiny hair, eyebrows, and eyelashes look more beautiful.

Is there an age limit or prohibition on using C`Moi?

It is suitable for both men and women over 16 years of age. You can get the best results by applying it every night after cleansing your face.

What else do you plan to produce besides eyebrow serums?

We are aiming to make products that stop hair loss as well as eyelashes and beard growth serums and mascara. We are researching which containers and packaging will be more economical and cost-effective because we plan to produce many types of products. Our main goal is to offer ecofriendly and highly-effective products.

What are the challenges in selling and marketing your products? In which countries are you allowed to sell?

Because e-commerce and delivery services are well-developed in the US, we don’t have any problems selling here. Mongolia’s postal, e-commerce and delivery services are not as developed as in the US. At the very least, people’s work and home addresses are unclear, making it difficult to deliver products quickly. In addition to the US and Mongolia, we have the right to export our products to European Union countries.

How does the USA support new businesses?

People can create companies and introduce products and services. It is registered electronically and the services are fast. The authorities demanded we report on our activities accurately, cooperate with an accredited laboratory, and pay taxes honestly. They support businesses and foreigners and ask whether they need support for getting loans and equipment. You can get training on how to make sales online and increase your social media followers. There are many organizations that will listen to your ideas and give relevant advice. Of course, they charge a fee. The idea behind this kind of help and support seems to be that if a business is successful, it will increase revenue from taxes and fees and have a positive effect on the economy. We launched our product last month. It is not yet known to the public, but it is gaining popularity. We are strategizing on how to advertise and deliver it to the public in the future. I’m hoping it will gradually get recognized in the market.

Can you tell us why you went to the USA? What opportunities and challenges are there in living and starting a business there?

There are many people who want to travel, study, and get a high-paying job. We were one of them. The USA, especially Los Angeles, is defined as the “Land of Opportunity”. In this city, the world’s beauty and fashion trends are formed, new products are tested and consumers are attracted. Not only Mongolians but also citizens of many countries work in the field of cosmetics production and services here. Each of them seems to be trying to come up with a new idea and introduce something new. Of course, no matter where you live, there’s no better place than your homeland. But the state of California, where we live, is a peaceful, multi-ethnic and peaceful place. In the US, working hours are strictly enforced, overtime work is compensated and laws and regulations are strictly abided by. Also, no immigrants or natives living here are discriminated against in any way if they do their job well. It’s a friendly place that allows people to live comfortably.

It has been more than 20 years since the first Mongolian immigrants went to the USA. In the beginning, Mongolians used to work hard and work long hours but now, many of them are running businesses and living well. What can you say about this?

I don’t know how other Mongolians live abroad. Mongolians that I know do a variety of jobs and study in many fields. One thing I noticed is that there are a lot of teenagers and young people who came here when they were young and have gotten their permanent residence. I guess they are the second generation of Mongolian immigrants. They seem to be more open and have an American way of living. Many of the older people who have lived here for many years are running their own businesses or working in senior positions in organizations.

What would you say to young people who are planning to launch a new product or become an entrepreneur?

Don’t be afraid to try new things. Don’t be afraid to go bankrupt and fail. It’s better to try than regret not doing anything at all. What could be better than finding, developing, and implementing what you want and making it succeed, right? Opportunity is everywhere and available for everyone.