We’re excited to introduce you to the always interesting and insightful Minnie Ma. We hope you’ll enjoy our conversation with Minnie below.
Hi Minnie , thanks for joining us today. One of the most important things small businesses can do, in our view, is to serve underserved communities that are ignored by giant corporations who often are just creating mass-market, one-size-fits-all solutions. Talk to us about how you serve an underserved community.
Absolutely. INTO YOU was created for those who have ever felt like they didn’t fit into the traditional beauty mold. The beauty industry has long been driven by rigid standards—ideals that often make people feel like they need to look a certain way to be considered beautiful. But beauty isn’t about conforming; it’s about “celebrating individuality” and “expressing yourself freely”.
For so many people, makeup has been positioned as a way to ‘fix’ something—whether it’s covering imperfections or enhancing certain features to match a predefined standard. But we believe beauty should be about play, creativity, and self-discovery. INTO YOU isn’t here to dictate how you should look; we’re here to “give you the tools to define beauty on your own terms”. Whether it’s our bold lip colors, unique textures, or multi-functional products, everything we create is designed to encourage experimentation and self-confidence.
One of the most rewarding moments was hearing from customers who told us that, for the first time, they felt empowered to wear makeup however they wanted—without fear of judgment. People who once felt like beauty wasn’t ‘for them’ now see it as an open space, a playground rather than a rulebook. That’s what makes our work so meaningful.
Beyond our products, we’re also here to challenge outdated perceptions about what a beauty brand should be. The industry has been dominated by the same voices for so long, and we’re here to disrupt that. INTO YOU is bold, creative, and unapologetically different—we focus on innovation, high-performance formulas, and a brand philosophy that puts individuality at the center.
At the end of the day, we’re here for anyone who has ever felt like they didn’t belong in beauty. We’re here to remind them that there is no ‘right’ way to be beautiful—only the way that feels most authentic to you. If we can help even one person embrace that confidence, then we know we’re doing something right.
Minnie , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
For those who haven’t heard my story before, my journey into the beauty industry has been anything but traditional. I started in finance, analyzing investments and market trends, and later found myself in media, reporting news during the pandemic. If you had told me back then that I’d be running a beauty brand, I probably wouldn’t have believed you. But life has a way of leading you exactly where you’re meant to be.
My background in finance taught me how to spot hidden value and recognize emerging opportunities, while my time in media showed me the power of storytelling and the importance of human connection. But it was the beauty industry that brought everything together—it gave my skills purpose, and most importantly, it gave me a mission that truly resonates. Beauty has often been framed around rigid ideals, making people feel like they need to fit a specific mold to be considered ‘beautiful.’ INTO YOU was created to challenge that. I’ve always believed that beauty should be about self-expression, not about following rules. It’s not about achieving perfection, but about embracing who you truly are.
At INTO YOU, we specialize in bold, high-performance, and multi-use beauty products that encourage creativity and individuality. Our lightweight lip products, innovative textures, and boundary-pushing formulas have set us apart in the industry. Today, INTO YOU is among the top three lip brands in China and has expanded its presence across Japan, Malaysia, Thailand, Vietnam, and beyond. But beyond the numbers, what excites me the most is the way our products make people feel. For too long, makeup has been positioned as a way to ‘fix’ imperfections rather than celebrate uniqueness. Many people have felt like beauty wasn’t for them—either because they didn’t fit into conventional beauty standards or because traditional products didn’t match their personal style. INTO YOU is changing that by creating beauty products that feel inclusive, innovative, and empowering, whether you love bold statement looks or subtle, effortless beauty.
One of the things I’m most proud of is how we’ve managed to disrupt the beauty industry and carve out our own space. When INTO YOU was featured at New York Fashion Week in collaboration with 3.1 Phillip Lim, it wasn’t just about having our products on the runway—it was about making a statement that we belong in the global beauty conversation. Expanding into Japan with over 700 retail locations was another defining moment for our brand, proving that our vision resonates far beyond our original market. But more than these milestones, what truly drives me is the impact we have on people. When customers tell us that our products have helped them feel confident, seen, and excited about makeup again, that’s when I know we’re doing something meaningful.
At its core, INTO YOU is here to disrupt, inspire, and empower. We are here for those who have ever felt like they didn’t fit into the beauty industry—because beauty isn’t about fitting in, it’s about standing out. Whether you’re a makeup enthusiast, a creative explorer, or someone just starting to experiment with beauty, our products are designed to be a tool for your self-expression. We’re just getting started, and I can’t wait to continue pushing boundaries, expanding into new markets, and creating products that make people feel bold, fearless, and truly into themselves. If there’s one thing I want people to take away from INTO YOU, it’s this: you don’t need permission to be yourself—own it, celebrate it, and express it however you want.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
One of the biggest lessons I had to unlearn was the idea that success follows a linear path. Growing up, I believed that if you worked hard, stayed disciplined, and followed a well-structured plan, you’d eventually reach your goal. It made sense—after all, that’s what we’re often taught: choose a career, advance through the ranks, and persevere. But reality had a different plan for me.
I started in finance, where everything was about calculations, forecasts, and structured thinking. Later, I found myself in media, a completely different world that revolved around storytelling and human connection. Then came beauty—an industry I never expected to enter, but one that would ultimately become my true passion. At first, I struggled with the idea that my career path looked ‘messy.’ I wondered if I was making too many pivots, if I should have just stuck to one thing. But over time, I realized that growth isn’t about following a straight road; it’s about embracing the unexpected turns.
Some of the best opportunities come from moments that don’t go according to plan. My background in finance gave me the ability to see hidden potential and navigate risks; media taught me how to craft a compelling narrative, and beauty brought it all together with a mission that truly resonated with me. If I had clung to the belief that I needed to stay on a ‘safe’ or predictable path, I never would have tried out something new.
I had to unlearn the idea that success is about sticking to one thing and instead embrace the fact that evolution is part of the journey. Every detour, every challenge, and even every failure has played a role in shaping who I am and what I do today. Success isn’t about avoiding change—it’s about being open enough to follow new opportunities and trusting that, even if you don’t see the full picture yet, every experience is leading you somewhere meaningful.
How do you keep in touch with clients and foster brand loyalty?
Keeping in touch with our customers and fostering brand loyalty isn’t just about marketing—it’s about building a real connection. At INTO YOU, we don’t see our customers as just consumers; we see them as part of a creative community. From the beginning, we’ve prioritized open conversations, engagement, and experiences that make people feel like they are truly a part of the brand.
Social media is one of our biggest tools—not just for promoting products, but for listening. We actively engage with our audience, whether through DMs, comments, or user-generated content. When someone shares their INTO YOU look, we don’t just ‘like’ it—we celebrate it, repost it, and interact with them. We’ve built a space where people feel seen and valued, rather than just being sold to.
We also create loyalty through exclusivity and surprise. Instead of simply pushing products, we design interactive campaigns, limited-edition releases, and collaborations that keep our audience excited. Whether it’s a partnership with 3.1 Phillip Lim at New York Fashion Week or exclusive product drops in different regions, we make sure our customers always have something fresh to look forward to.
Beyond the digital space, we build loyalty by delivering on our promise—high-quality, innovative, and accessible beauty products that empower self-expression. Customers return not just because they love our products, but because they trust the experience they get with INTO YOU. We take their feedback seriously, constantly refining our formulas and designs based on real user insights.
At the core of it all, fostering brand loyalty comes down to emotion. INTO YOU is more than just a beauty brand; it’s about helping people feel confident, bold, and free to express themselves. When people connect with that message, they don’t just stay loyal—they become advocates, sharing their love for the brand with others. And that’s the most powerful kind of loyalty you can build.
