In today’s rapidly evolving wellness industry, few entrepreneurs have successfully merged ancient wisdom with modern innovation as seamlessly as Winnie L.Since embarking on their entrepreneurial journey in 2009, they have collaborated with elite Chinese professors to develop a unique line of Traditional Chinese Medicine (TCM)-based skincare products. Their brand is distinguished by its unwavering commitment to 100% chemical-free formulations designed to enhance skin health from within. Through strategic innovation and forward-thinking approaches, they are now exploring cutting-edge technologies like AI to elevate customer experiences.
With a strong passion for fostering a positive company culture, adapting to market changes, and expanding into 13 global markets, their mission remains clear—providing healthier, natural skincare solutions while promoting a balanced and mindful lifestyle. Their dedication has not gone unnoticed, as they have recently been honored with multiple prestigious awards:
- Best TCM-based Lifestyle Beauty Company 2025 – Singapore Business Awards (for the second consecutive year)
- APAC Insider Sustainability Excellence Awards 2025 – First-time awardee
- Natural Cosmetics of the Year 2025 – Singapore Prestige Awards (for the third consecutive year)
1. Can you describe your entrepreneurial journey and the motivation behind starting your business?
My journey began in 2009 when I had the rare opportunity to meet a group of elite Chinese professors specializing in the philosophy of healing through Traditional Chinese Medicine. Together, we developed a patented formulation that delivers visible skin improvements within just two weeks of continuous use.
As the brand owner, I am committed to introducing this premium and innovative brand to the world. I firmly believe in promoting a healthy lifestyle through natural products, nutritious food, and regular exercise to maintain a work-life balance. Since the skin is our largest organ, it is essential to use products free from harmful chemicals to strengthen skin tissues, support cellular regeneration, and achieve natural beauty from the inside out. Our products are 100% chemical-free, with active ingredients that have been proven to enhance skin health effectively.
2. How do you stay ahead of technological advancements in your industry, and how has this impacted your business model?
We work closely with a team of elite professors and our in-house R&D experts, who continuously innovate and ensure that our formulations remain at the forefront of skincare advancements. Looking ahead to 2025, we are actively exploring AI technology to enhance product promotion and customer engagement.
3. What role does artificial intelligence play in your current operations or future plans?
We are in the process of exploring AI-driven solutions to elevate customer experiences and optimize our business strategies.
4. Can you share a significant challenge you’ve faced in your business and how you overcame it?
Every business encounters challenges, and we are no exception. However, we believe in focusing on solutions rather than dwelling on problems. We approach challenges with a calm and strategic mindset, assessing calculated risks and adopting well-structured solutions to achieve the desired results.
5. How do you approach strategic planning and decision-making in your organization?
Our strategic planning revolves around three key principles:
- Maintaining a clear focus on our objectives and ensuring that our team aligns with our vision.
- Implementing structured steps to achieve our goals, often beginning with small, calculated moves before scaling up, especially when entering new markets.
- Establishing contingency plans to address unforeseen challenges at different stages of our growth.
6. What is your approach to leadership and fostering a positive company culture?
We emphasize:
- Aligning company objectives with our team’s efforts.
- Quickly adapting to external changes beyond our control.
- Prioritizing solutions over problems.
- Cultivating key leadership traits such as proactiveness, perseverance, patience, and determination.
- Transforming challenges into opportunities for growth and strength.
7. How do you ensure your business remains adaptable and responsive to market changes?
As a company specializing in TCM-based skincare, we tailor our formulations to suit different markets, particularly adjusting to varying climate conditions. Our products work from the inside out to improve skin tissues, delivering visible results within two weeks of continuous use. To maximize efficacy, we recommend exclusive use of our products, as their active ingredients penetrate deeply through the pores and bloodstream.
8. What are your long-term goals for your business, and how are you working towards achieving them?
Our goal is to expand into 13 countries. We actively seek committed country partners who share our vision and dedication to growing the WD TCM brand globally.
9. What advice would you give to emerging entrepreneurs in your industry?
The beauty and wellness industry is vast, encompassing skincare, health supplements, beauty accessories, and equipment. Our TCM-based skincare brand is unique, offering a complete range of 13 SKU personal care products covering head-to-toe wellness. With visible improvements within two weeks, our products are designed for safe daily use.
For companies or individuals interested in joining our journey, we welcome collaborations. Please reach out to us at winnieliw@estherkingdom.com—we are just an email away!
