The complexity of Asian Americans, the fastest-growing demographic segment in the United States, has only begun to be recognized by beauty and fashion brands.
With K-Beauty big in the beauty category, Pink Moon’s Chen said, “People forget there are other Asians in the beauty industry. There’s Singaporean beauty. There’s Japanese beauty. There are all these other brands that are from where their founders are from…There’s more than K-Beauty. We’ve been trying to coin ‘A-Beauty.’” Short for Asian beauty, she suggests A-Beauty encapsulates the varied nature of the Asian beauty field better than K-Beauty.
jopwell - the well
11 Businesses Run by Women of Color You Should Know
Company: Pink Moon
Why It’s Great: “It’s an independent strategic branding company focused on elevating women-owned mission-driven, indie eco / ethical beauty & wellness brands.”
1. GREEN BEAUTY WILL BE BACK
“It has a lot to do with our political situation, but also with the growing awareness of climate change, with several countries and U.S. states banning single-use plastic bags. Consumers are beginning to see how their money spend affects the environment, communities and animals,” says Lin Chen, founder of beauty marketing and branding firm Pink Moon. “In my Facebook feed, I am always seeing all sorts of videos showing how much single-use plastic is in our ocean. The more the videos become viral, the more consumers begin to care and want to get involved to have a cleaner planet.”
“There is not just Tata Harper in this industry,” explains Lin Chen, founder of beauty consultancy Pink Moon Co. of why she’s running a beauty pop-up today inside accessories brand Cuyana’s Manhattan location.
In her day job and at the temporary retail installation, Chen is out to bring recognition to smaller rising stars in the indie and clean beauty universe.
MO MI BEAUTY JOURNAL
I am an entrepreneur and am always on the go. This past year, I have been travelling every month – from Toronto to Los Angeles to Taipei, Costa Rica, Cuba, Bermuda, Boston, and Sag Harbor. It’s fun to travel and explore new places, but travelling can also be stressful especially when choosing what to pack and what to leave behind at home. Thankfully, the mini travel luxe Mo Mi products saved my hair (and sanity), and the super convenient rose gold travel case protected my glass skincare products and made packing easier.
What philosophies guided your journey as an entrepreneur?
The two underlying philosophies that guided my journey with Pink Moon are my beliefs in the importance of female empowerment and holistic health. I want to inspire women to start their own businesses, specifically young Asian-American women who are vastly underrepresented in the entrepreneurial space. I also believe that spreading awareness of a healthy holistic lifestyle—which helps people connect their beauty practices to their other health seeking practices—is important.
Project by Project New York
Lin Chen is carving out her own path in the natural beauty industry, one that is unique to her skillsets and identity as a Taiwanese-American woman.
“I’m definitely really proud of myself,” said Chen. “It has taken me a long time to get to where I am and who I am today. I was taking these small steps to building my own life and building a foundation for myself.”
"There are brands that are better for certain markets, but the keys are to have consistency in messaging, branding and looks, and to have a solid base in a market such as Canada or Japan that you’re entering," says Chen. Drawing upon her experience, Beauty Independent delved deeper into the considerations paramount to extending overseas."
How do you maintain a sense of work-life balance?
I work a lot and at odd hours and sometimes weekends, so it’s super important for me to find a healthy balance. I go to the gym a few times a week, cook healthy meals at home, start my day with yoga and meditation, and surround myself with positive loving energy.