Since it is not one of the Malaysian beauty brands run by entertainment celebrities, Lip & Co. may be an unknown name.
When Kelvin Tan founded it in 2017, he already had the experience running UB Cosmetics, a beauty brand that supplies beauty subscriptions in Europe, the UK, the US and Australia.
Lip & Co. also has its sights set on the overseas market, but it has not failed to create a local presence for itself either.
It may not be as popular as other brands launched by celebrities, but it has proven itself to be a worthy rival in the global beauty industry arena.
It has gained global brand awareness
5 years ago UB Cosmetics began building a pretty solid fan base through Bellabox, a beauty box subscription service in Australia. For example, the UB Tint Stick was recognized as the most popular product in Australia by the Bellabox beauty community.
It's an accomplishment Kelvin is proud of to this day, as the selection process included a batch of featured and highly rated products from 20 other brands.
An example of what users get in a Bellabox monthly subscription / Image Credit: Australia Post
For example, you've faced the likes of NYX, Bioderma, and Nip + Fab, and Kelvin told Vulcan Post that their shortlist came as a surprise as they weren't known at the time.
After winning, they sent 70,000 tint sticks to Bellabox subscribers in Australia. The brand was later selected by Bellabox and TMall to be featured in a crossover box in China.
In 2017 UB Cosmetics was invited to the Gifting Suite & Luncheon of the Emmy Awards in LA. Here, selected companies can present their products to celebrities and give young entrepreneurs a great deal of awareness and recognition.
A year later, the Vietnamese Chamber of Commerce and Industry presented Kelvin's brand with an award at the Top100 International Business Style Awards, one of the most prestigious awards in the national and international business world.
Sales forecast exceeded by 400% in 2 years
From then on, there has been no slowdown for this humble Malaysian brand. In addition to working with renowned beauty tech players overseas, the company has worked in a team for several well-known celebrity brands through an American incubation company.
"I was also offered deals from Birchbox, the largest subscription box in the US, and Ipsy when it belonged to Michelle Phan," said Kelvin.
Where has all of this recognition taken his brand? He reminded Vulcan Post that in two years they had exceeded their sales forecast by 400% and launched in more than ten countries in Europe, the UK, the US, Canada and Australia.
Photo credit: Lip & Co. Facebook
Kelvin has always built its beauty brands to be vegetarian and cruelty free, and strived to develop formulations that match those of private label brands.
Aside from the recognition she received, he attributes her sales success to this launch of her innovative product. "It was also the speed and commitment we could deliver that sealed the deal," he added.
Building a new brand suitable for the queen
His clients include Malaysian royalty and celebrities who shop online just like you and me. He named some of their most notable customers and stated that an order was placed under H. R. H. Raja Permaisuri Agong and that Datin Paduka Marina had also made multiple purchases.
“To be honest, I would like to introduce my latest creation to Her Majesty, our Queen, which took more than 7 years of blood, sweat and many tears to become a reality. It's called The Caim, ”he added.
"The product was originally scheduled to launch in early 2020 when I received a product placement opportunity in Vogue US, but due to unforeseen circumstances, that didn't happen."
He proudly announced that the skin care brand should still be launched on January 10, 2021. He represents the same philosophies as UB Cosmetics and Lip & Co.
"Although I know it is still an uncertain year due to the global pandemic, I still have confidence and hope that I will succeed in this situation," Kelvin said.
"We will do our best to adapt to the conditions and I hope to launch my new brand overseas this year and work with several new talent."
He wants The Caim to follow in the footsteps of his other brands and also have a presence in Europe, the UK and Australia.
- Further information on Lip & Co. and UB Cosmetics can be found here.
- Here you can read our previous coverage of Lip & Co.
Selected image source: Kelvin Tan, founder of UB Cosmetics, Lip & Co. and The Caim