0:00

Hey guys , welcome back to another episode of

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Sincere Anarchy . This is your host , dexta , and

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I am so , so excited about the brand

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I'm going to introduce you guys to today , because

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I have been really loving it and not

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just like one or two products literally

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across the board . The entire line is

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, you know , a huge home run . So

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you know , without further ado , I want to introduce

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you guys to the founder of Satcho

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Beauty , sarah Chung . Welcome to

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the show , sarah .

0:24

I'm so excited to host you , thank you .

0:26

Thank you for having me , yeah no , it's

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really exciting , because I rarely get

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excited these days about beauty brands . But yours

0:32

is just amazing . I really love it and

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I love all of the products in the line

0:37

the

0:41

skincare stuff , the beauty stuff . It's all just like huge check marks going off Like , yes , I love it , you

0:43

know . So I can't wait to learn about that . But I want to learn about you first

0:45

, Like what got you into beauty

0:47

and wanting to start your own line . If you could walk us

0:49

down memory lane .

0:50

Sure how far back can I go ? Start

0:54

at birth . It's a good place . I'll just start

0:56

from the beginning . So , growing up

0:58

, I was a huge tomboy and I

1:00

remember when I was 15

1:02

, 16 , and I went to

1:05

Mac and bought my first eyeliner

1:07

and put it on and I felt

1:09

like my life changed and ever since then I've been

1:11

obsessed with makeup products , beauty products

1:13

and creating content

1:15

around . Makeup started around when

1:17

I was in college and that's because I

1:19

started to try out more and more products and

1:21

I realized a lot of products weren't living

1:23

up to their claims and being so

1:25

frustrated , spending my very limited

1:28

college budget on all these products that didn't

1:30

actually do what it claimed to do made

1:32

me want to do reviews so I can steer

1:34

people in the right direction and maybe they won't make the same

1:36

mistakes that I did . And I started doing my own

1:38

research and really educating myself

1:40

on makeup , on skincare , and

1:43

that's really how it all started

1:45

and I started making YouTube videos

1:47

about makeup and skincare and that

1:49

now expanded to TikTok and Instagram

1:52

and all that and then started Set

1:54

your Beauty in 2020 and the rest

1:56

is history .

1:57

That's amazing . No , you know it's funny . I think we have

1:59

a lot in common with how we started our

2:01

respective endeavors , because that's really where

2:03

I think SA started . For me , too , was this complete

2:06

like annoyance with how much money

2:08

we spend on products that don't work , like

2:10

it's just crazy how much stuff is out there

2:12

. You know what I mean . Like especially , I relate

2:14

. You know , being a college student , it's already hard and

2:17

trying to get what works for you , I mean , it's the battle

2:19

, you know . So it makes sense .

2:21

Yeah , I'm always like . The focus of

2:23

my content has always been around

2:25

finding people the best products

2:27

outside of the marketing and

2:29

branding and all of that

2:32

, just the best products for the best

2:34

price , and that's the philosophy

2:36

I've carried throughout my whole career .

2:38

No , it makes sense , and I think your products really

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reflect that , and that's kind of where I want to . I want

2:42

to learn more from you about you know , let's

2:45

start with the lip liners , which are really

2:47

my favorite . I mean , if you're listening , I don't know

2:49

if you guys have checked out Sideshare yet

2:51

, but you guys have to check out the lip products

2:53

because they're game changing , especially

2:55

if you're someone who's busy . So you know , sarah

2:58

, I want you to tell me , like what was the story behind this product

3:00

? What made you want to create like a lip stain

3:03

type of lip liner ?

3:04

Yeah Well , again starting all the

3:06

way back from the beginning . You know I

3:08

was part of the kind of Kylie

3:10

Jenner wave where everybody started wearing

3:12

lip liners . Before that , I didn't know anything

3:14

about lip liners , but ever since the

3:17

2016 wave of lip

3:19

liners , I started wearing it almost every

3:21

day and my biggest frustration

3:24

with it is how often it comes off

3:26

. Maybe because we're eating and

3:28

talking all day , but it just comes off so

3:30

often . That's the first thing girls touch up in the girl's

3:32

bathroom , so I've

3:35

always been looking for a good solution for it

3:37

. And the same story I keep buying new

3:39

, long wearing lip liners over

3:42

and over from different brands , different shades

3:44

. Tried putting setting powder on

3:46

my lip liner and none of it really

3:48

worked . So I started experimenting

3:51

with products that I already had . So

3:53

I had this Maybelline brow tint

3:55

in my drawer and I put it on

3:57

and it actually stayed

3:59

on as a lip liner all day . And I

4:01

remember running to my boyfriend . I was like I just came up with

4:04

the best idea ever . I was so day and I remember running to my boyfriend . I was like I just came up with the best idea

4:06

ever . I was so excited and

4:08

I immediately talked to the team

4:10

and I'm like we need to make something like that

4:12

specifically as a lip liner , cause

4:14

you know , I products aren't always lip safe

4:17

, but I just like to use myself as a Guinea pig for

4:19

stuff like that . But I wanted to create

4:21

a product that's a

4:23

lip liner that actually stays on all

4:25

day , and we got to work and

4:27

launched it , and I think the

4:29

fact that it went so viral so fast

4:31

is because everyone had the same

4:34

problem as me and I'm so

4:36

glad that , even though it does

4:38

look fun to do , it actually also works

4:40

. So that's the story of the lip liner

4:42

state .

4:42

I love it . I really love this product

4:45

, and I see why it went viral

4:47

, not only because we have it in common , but because

4:49

it's a genuinely amazing product , like

4:51

I remember when I first tried it . I remember

4:53

opening the box and I was like , oh , this is actually brilliant

4:55

, like before I'd even applied it . And then

4:57

I actually , like , tested it and I was like , oh

5:00

my god and I'm somebody who never wears

5:02

lipstick or lip liner , you know what I mean Because of

5:04

exactly what you said , which is it

5:06

doesn't last . You know , like it's literally something

5:08

you have to touch up through the day , is constantly

5:11

worrying about my lipstick , you know , and the few times

5:13

I I would wear lipstick , it was like , oh

5:15

God , like is it off ? Like cause it ruins my

5:17

whole look too . That's another thing for me . With makeup

5:19

, it's like , you know , if it comes together

5:22

, it looks great in the mirror when you put it on , but then , if

5:24

your lipstick comes off during the day , you just look

5:26

like you're walking around with a full beat and no

5:28

lipstick . So you know , yeah

5:30

, I mean it really works . And I think it's interesting

5:33

what you mentioned about you know the whole wave

5:35

when Kylie came out with her lip

5:37

kits . I remember that and I at that

5:39

time , I think lip liners finally

5:42

got their time in the spotlight again

5:44

. I feel like since Mac days , you

5:51

know , and it was like interesting to see how much we gravitated because we

5:53

all want a great lip liner . I can't remember the last time where , you know , I felt like

5:55

, okay , you know , my lip liner is something that's universal

5:57

, I can use it with every shade . But that's exactly

6:00

what I discovered in yours

6:02

, you know , is like I use the same

6:04

shade every time and I could put like a gloss

6:06

over it , I could put a lipstick over it , and it's just so

6:09

. It really transforms your team . So

6:11

, yeah , huge fan .

6:12

Yeah , absolutely , and I have the exact same

6:15

problem . I feel

6:17

like if my lip liner is off , my whole

6:19

look changes because the lip is such a big

6:21

, crucial part of your everyday makeup

6:23

and I just don't even have to check the mirror

6:25

as much anymore , not just even touching them

6:27

. I don't have to check . I know it's on .

6:29

Yeah , it's really really cool and you know . Another

6:31

thing is like . I wanted to ask you because I love

6:33

lip liner . I was like Are you going to do an eyeliner

6:35

Because you didn't ? You need to make an eyeliner

6:37

for us like this , because I have the same

6:40

issue with eyeliner .

6:41

I can't spill that much

6:43

about future product development

6:45

. But yeah , you know a lot

6:47

of things are in the works .

6:48

Yeah , maybe , maybe , okay , well , that's good

6:50

, I'll take it , you know , because I really

6:52

think this is . You're onto something here . You know and think

6:55

, like when I was growing up , permanent

6:57

makeup was this huge thing . Like you know

6:59

, all my friends I remember coming

7:01

out of like high school and my friends like yeah

7:03

, you know no-transcript

7:33

, that I just you know if I

7:35

can take one thing off their plate .

7:36

You know that's really the goal of this product

7:39

and with really everything we're doing

7:41

. And it's interesting you said that

7:43

about the eyeliner because for me I think

7:45

what the lip liner stain replaced for me

7:47

is getting lip filler , because I used

7:49

to get lip filler , like not

7:51

that frequently but sometimes

7:53

enough times , and I haven't gone

7:55

back at all since we developed the lip liner

7:58

stain , because it's like I don't have to

8:00

take the risk , I don't have to pay the cost

8:02

and I don't have to commit to it . It's something I can just

8:04

put on and take off . So just over

8:06

lining with the lip liner stain makes such

8:08

a huge difference with my makeup look .

8:10

Absolutely no , I completely resonate with that

8:12

and you know , on that note though I want to , I

8:15

actually want to touch on a few other products because I

8:17

think for me also I mean , you've done

8:19

a few things for me , I'm not going to lie . You've kind of opened

8:21

my world up with your brand

8:23

. That's why , when I introduced it , I was like I literally

8:25

love everything , you know every product , because

8:27

the other product I love

8:30

and it's been a game changer for

8:32

me , talking about skincare right

8:34

On our skincare podcast is the

8:36

oil and the gua sha . I mean this

8:38

is like revolutionary for me , sarah

8:40

, because I have never properly

8:42

done gua sha Like I'm not going to lie to you , I've never

8:45

. Before I started using your products

8:47

, I'd never really truly experienced

8:49

, I feel like , what real gua sha can do , like

8:51

properly doing it for your skin and

8:53

your overall puffiness in your face . But then

8:56

, when I was using a product that made it

8:58

so much easier for me to do gua

9:00

sha , like the oil is amazing , like it

9:02

goes on . It's a serum oil for

9:04

everyone listening and it goes on so perfectly

9:06

because when it

9:09

glides like it's like you're not even

9:12

trying to do it , it just like goes in the direction

9:14

it's supposed to go or something . So you

9:16

know , just the ease of use is something I

9:18

really wanted to pick your brain about was like where

9:20

did you come up with this idea ? And like what

9:22

was the thought that went behind this set

9:24

of products ? Because I feel like you've created

9:26

like literally the best Gua Sha

9:28

system that we have right now on the market , from what

9:31

I've seen .

9:39

Well , thank you so much again . Yeah , the Gua Sha . Well , when we first started developing

9:41

it , jade Gua Sha and Jade Rollers was kind of having its moment in the US markets and the way

9:43

that it was being marketed was so odd

9:46

to me as someone who actually grew up

9:48

in Hong Kong and have used rollers

9:50

since I was really a kid . It was my

9:52

first beauty product , but the way

9:54

that it was being marketed was like oh jade

9:56

, is this new magical , mystical

9:59

thing that can brighten your skin magically

10:01

? And I'm like it's not magic

10:03

, there is science

10:06

behind it and it's been

10:08

used in traditional Chinese medicine for so long

10:10

. And none of the education came

10:12

with the marketing of the

10:14

tool , which was so odd to me , and

10:16

I thought that we can

10:18

just create one that is , first

10:21

of all , more sustainable so we'll make it with stainless

10:23

steel and it's non-porous . So

10:25

the jade and rose quartz are natural

10:28

stones and inevitably it's going to have

10:30

little tiny holes in it that could trap

10:32

bacteria . So we wanted to make

10:35

more sense in terms of hygiene in your daily

10:37

routine . We don't want people dragging

10:39

it all over their skin and spreading bacteria on their

10:41

skin , and we also wanted to make sure

10:43

that people are using it with

10:45

a slip agent , because if you are

10:47

just dragging it on dry skin , you actually could

10:50

break down your collagen over time physically

10:52

, manually . So having

10:54

a slip agent was something that we started

10:57

developing as soon as we had the Gua Sha idea

10:59

, because that's necessary when it comes to Gua

11:01

Sha practice . And we also have

11:03

a QR code on our packaging that leads

11:05

you to a tutorial on how to use the , because

11:07

the education piece is so important

11:10

. It's not just some oriental magical

11:12

thing that just helps your skin

11:14

. There's a reason why it helps . There's a science

11:17

to how lymphatic drainage

11:19

works and there's a science behind why

11:22

it actually brightens your skin and why

11:24

coolness can help with puffiness . Even

11:26

dermatologists in the West talk about

11:28

ice rolling on their skin . So

11:30

there's a reason why it works and we

11:32

just wanted to make sure that is a very

11:35

critical component of our

11:37

product development and how it's delivered

11:39

to customers .

11:40

Basically , yeah , and I think you've really

11:42

nailed it . I mean honestly , like I know the

11:44

serum , the way it's crafted is for a very

11:46

specific reason , but I mean even that serum

11:49

and that oil , it leaves your skin feeling

11:51

like literally like baby skin

11:54

, like it's so nourishing , I

11:56

feel like , for your skin because even after I'm done

11:58

with my routine you know I've used the Gua Sha

12:00

, I've gone through the motion of actually , you

12:02

know , properly doing it I feel

12:04

like my skin just feels so much

12:06

better . You know , even better than

12:08

a lot of . I mean , you know I love skincare , right

12:10

, so I have like a million products that I've tried and I

12:12

always look for that feeling , you know , of like

12:15

whatever makes my skin feel , like it's

12:17

smoother and that's like it

12:19

really transformed the way my skin

12:21

felt . So I was like it's not only that . You've created

12:24

, like you know , another gua sha tool

12:26

or something like that . You know it's like you've really

12:29

made it with I can tell a lot

12:31

of thought went into this , because every

12:33

single component , you know it's going to leave

12:35

you feeling like you've done something wonderful

12:38

for your skin . You know , and you've really

12:40

made a difference in how your skin is feeling

12:42

, looking . You know how it's going to look the next day

12:45

, like I've seen all of these changes , you know , just

12:47

by incorporating it into my routine . So that's why

12:49

I asked you , like it's sorcery , what have

12:51

you done here ?

12:55

Yeah Well , like skin , is really such a superstar product because you can use

12:57

it for so many things . It's silicone based . That's

12:59

probably why it glides so well and you

13:01

feel that suppleness when you apply it because

13:04

it's silicone based , so it's like a permeable

13:06

barrier . It can help trap moisture in your

13:08

skin . It's a little thicker than most serums

13:10

, I would say , on the market , like the hyaluronic

13:12

acids , vitamin C's that I usually

13:14

come across are very they're water-based

13:16

and they're very thin . Ours is a little

13:19

thicker for a reason because we want to make sure

13:21

it stays on top of your skin during

13:23

the duration of your Gua Sha massage

13:25

or any type of facial massage , to make sure

13:27

you're . You know it's not dry in the

13:29

middle of it and you start tugging at your skin . It

13:31

also has lexitin and fatty acids

13:33

and squalane all the components that

13:36

can really nourish your skin barrier and

13:39

it's also fragrance free and alcohol free . So

13:41

I personally have sensitive skin and

13:43

I want to make sure even people with the most sensitive

13:45

skin can use it with no issue . Yeah

13:48

, it really does everything . And also

13:50

because it's silicone based , I actually use it a lot

13:52

as my makeup primer , because most foundations

13:55

are silicone based , so it had that

13:57

kind of interruption between different . You

13:59

know oil and water and whatnot , so

14:01

it's really you can use it for so

14:04

many things .

14:05

Yeah , I mean , it's really , really wonderful and

14:07

that makes sense actually , what you said about the silicone

14:09

, because it does . I mean , it's obviously

14:11

a great experience with the actual tool itself . But

14:13

yeah , I mean , even afterwards , your makeup

14:15

does go on very seamlessly when you use

14:17

it as just a serum and you don't

14:20

need a lot . That's another thing . You don't need a ton of it

14:22

. I think the formula is just very , you know , beautifully

14:24

crafted because I can use a little bit

14:26

of it and I can do my gua sha and enough is staying

14:28

on to where , if I do want to put on my makeup

14:31

, you know , or do something else , like it's

14:33

there as like a primer . So it does stay

14:35

on and it's enough to last

14:38

. You is my point . You don't have to keep reapplying it

14:40

, you know , just to do different things . But very , very

14:42

cool , and I think the innovation definitely

14:44

shows , you know , in the product itself

14:46

. So I'm a huge fan of that product , I'm so

14:48

glad . So I want to actually discuss

14:50

, you know , know , since we're on the topic of gua sha I want to talk

14:52

about because you also have a body version

14:55

right for the body , gua sha , and

14:57

I guess , like my question is really how

14:59

has this been ? Because you mentioned , you grew up in

15:01

hong kong and you know I really

15:03

I admire when brands incorporate culture

15:06

into their products . You know I admire

15:08

when they bring real knowledge

15:10

, that is , it stems from the culture

15:12

that they grew up in , right , the founders and

15:14

they bring that into their products . And I would love to get

15:17

your take on this . You know how has your

15:19

like your upbringing and you were raised

15:21

there and you've seen like a different

15:23

side , I think , right to skin care , I mean

15:25

, in the west I feel like we have even

15:27

just a little fraction of what's available

15:30

in the east . So like , how was that when you were

15:32

formulating your brand ? You know , bringing over

15:34

this knowledge and this culture aspect and

15:36

putting that into your products .

15:39

Yeah , well , it's very interesting because

15:41

when I was younger , getting

15:43

a gua sha massage , that's just something that's

15:45

common practice . A lot of traditional

15:47

Chinese medicine offices like you

15:49

just go in . That's something that they do for

15:52

, even if you have a cough , even if it's

15:54

like something that people in the West

15:56

typically treat with medicine , a gua sha is

15:58

something that is so incorporated

16:00

into your general wellness . You would get Chinese

16:02

herbs and then you would get a gua sha massage . So

16:05

it's interesting to see it really

16:07

finally picking up a little bit in the

16:09

US once it entered

16:11

the world of beauty , once people started using

16:14

it for beauty purposes , that's when people started to

16:16

take notice . So we kind

16:18

of did it in reverse we launched the face gua sha

16:20

for the face , first for beauty

16:22

, and then we did the body gua sha , which is

16:24

more for general wellness and for beauty , but

16:26

more for general wellness . So , yeah , it's

16:29

very interesting that people didn't take notice

16:31

until we entered the beauty space . But I'm

16:33

really glad that people are taking

16:35

care of their skin and taking care of their

16:37

body with the gua sha more now because there's new

16:40

science in the States and

16:42

in the West . That's really confirming

16:44

a lot of things that we've been saying that's beneficial

16:47

about the gua sha . It can help

16:49

with you know what's it called in English

16:51

? It's like blood circulation

16:53

. A lot of this I learned in Chinese

16:55

, so sometimes it's hard for me to translate

16:58

, but it helps a lot with circulation

17:00

and basically that blood flow helps with

17:02

oxygenizing all of the organs

17:04

in your body and that's why your

17:06

skin looks a lot better afterwards . That's why

17:08

washing your skin even though you get a little bit of redness

17:11

at first , it generally helps with kind

17:13

of getting that glow that a lot of people say they

17:15

get after a gua sha , and that's because

17:17

of skin cell rejuvenation and just

17:19

cell rejuvenation in general . And

17:22

the gua sha massage helps with

17:24

that on the body and on the face , and I'm

17:26

glad that that is finally kind of

17:28

getting more attention in the West , because there's

17:30

so much that I think we neglect

17:32

on a day to day basis with our wellness

17:35

and self care , and it's not until

17:37

we get some type of illness that

17:39

we start to take notice and treat it with medicine

17:41

, when this is something that we should take care

17:43

of every single day .

17:45

Yeah , no , I love that you said that and I know

17:47

what you mean . Like it's hard to translate , but at the same

17:49

time , I know what you mean because I'm Indian and I I've

17:52

seen a lot of things like . I

17:56

know what you mean because I'm Indian and I've seen a lot of these old people call

17:59

them ancient remedies right , but they're really very accurate in terms of modern

18:01

medicine and we're just now seeing

18:03

that in the medical space is that , although

18:05

gua sha has been around for a long time , you're

18:07

absolutely right in what you said , because

18:10

when it comes to the body circulation

18:13

and even when you talk about like the lymph

18:15

drainage in the entire body , right

18:17

, there's a valvular system that's there in

18:19

place in most arteries and veins

18:21

and stuff like the lymph vessels don't have

18:23

that , so they require pressure . They require

18:25

either manual pressure or they require

18:28

pressure that comes from your muscles when you're like contracting

18:30

your muscles , and all of that really plays a

18:32

role not only in moving the lymph

18:34

but also helping you fight your body , fight

18:37

infection better . That's another thing . I

18:39

don't think anyone discusses this and you

18:41

know when , especially in the topic of like body

18:43

gua sha . It's something that we really need to focus

18:46

on , I think , as an industry , because there's a lot

18:48

of value in you know . I

18:50

think I hear people say things , for example , all the

18:52

time like , oh , I want to detoxify , I

18:54

want to go on a detox or do something

18:56

for my body that's going to help me

18:58

get rid of everything that's bad , and I

19:00

always roll my eyes when

19:02

people say that because you can't do that , there's

19:04

no way to detoxify your liver . But

19:08

you know what you can do . You can help . Things like move

19:10

is the whole point . If your body is

19:12

constantly moving its fluids around , it's

19:15

going to naturally detox itself . And I

19:17

feel like Gua Sha is a huge

19:19

conversation , like the whole conversation

19:21

around body . Gua Sha is a great one to

19:23

have when it comes to that because it can

19:26

actually , I think , in my opinion , from what

19:28

I've seen and read , in the long run help

19:30

you fight off infections , make sure

19:32

you're mobilizing you know what needs

19:34

to be mobilized and getting rid of , you know , the

19:37

lymph that's already circulating , the fluid that's circulating

19:39

, and making sure that your body is constantly

19:41

, you know , processing what's being turned over

19:43

. So you know that's a long story long , but

19:46

I agree with you , is what I'm trying to say .

19:48

Oh , totally right , Like the and

19:50

on the detox conversation . That is

19:52

, your body is detoxing all

19:54

the time . That is what your body is doing

19:57

, and what you're doing with the body is

19:59

just helping your body along in that process

20:01

, like fighting infections . You know

20:04

, taking care of your body . That is what

20:06

your body is naturally going to do . Anyway

20:08

, you don't need a special juice , you don't need

20:10

anything to detox . You

20:13

just need to help your body in that process

20:15

and that's self-care , exactly

20:17

.

20:17

Exactly , I 100% agree with you . Also

20:19

, it's just nice to have that as a ritual

20:22

in your day . I feel like I feel like our ancestors

20:25

. They just took more time , probably because times

20:27

were different back then . Obviously , people

20:29

had more time to have a routine . I guess

20:31

I remember my grandmothers watching

20:34

them and just how they would carry out their like

20:36

own self-care routines , and they were very

20:38

simple things , but they took the time

20:40

to sit down and have this like more holistic

20:42

approach to whether it's like rubbing

20:45

like a turmeric mask all over your body or

20:47

you know whatever that might have been for them

20:49

. They took the time to make sure

20:51

it was a full body routine rather

20:53

than just like , okay , I'm only focused

20:55

on my face . So I feel like that's also a message

20:57

that you can really take away here , that

21:00

you know there is a need for more body-based

21:02

products . You know , whether that's Gua Sha or

21:04

whatever it might be . We need

21:06

to start thinking in that direction , I think , as a society

21:08

, for overall health ?

21:10

Absolutely , and I'm guilty of this too

21:12

, because sometimes I get lazy and

21:14

I put so much more effort

21:16

and time into my skincare

21:18

on my face and not so much on the body

21:20

. So I understand life gets in the way

21:23

, but it is something that we

21:25

should all take time to do .

21:26

Absolutely , absolutely . Now I want to shift gears a

21:28

little bit and ask you , because I think right now

21:31

we're kind of living in the world of social media

21:33

, being behind and feeling a lot of

21:35

brand growth for a lot of founders , and

21:37

I want to get your take on this , because I know you guys are a

21:39

huge super hit on TikTok and you've done so

21:42

well with the social media

21:44

presence that you have , and I want to ask

21:46

you , as a founder , how has that been for you building

21:48

your brand and getting this real

21:50

, genuine movement behind it , you

21:52

know , from consumers who really resonate ?

21:54

Yeah , it's been really

21:57

humbling that people resonate

21:59

so much with our products and even

22:01

what you said about the lip liner stain and how

22:04

, like you know , it went so viral

22:06

, and I think a big

22:08

part of it is because people needed

22:10

an answer to that problem

22:12

of lip liners always coming off

22:15

. And the same thing with the Gua Sha . That also

22:17

, I think , did so well because people were

22:19

looking for a more sustainable

22:21

option , an option that is more hygienic

22:23

than a Jade Gua Sha and one that doesn't

22:25

break , because people keep coming up to me and

22:27

telling me oh , this is my fourth Jade Gua Sha

22:30

, I'm finally going to buy yours now , because

22:32

mine is breaking like every month

22:34

. So

22:40

I think the fact that we're actually addressing problems that are being raised online

22:42

and that's a huge part of the inspiration behind our product development

22:44

is what are people complaining about in terms

22:46

of their beauty routine ? What are problems

22:48

that need to be solved ? Because so often we see

22:51

a million of the same products from different

22:53

brands getting marketed towards you , like here

22:55

, you need this serum , you need this serum , and

22:58

it's exactly the same thing . It's the same ingredient

23:00

. Like , how many of that same serum

23:02

do you need to buy from different brands , but you don't

23:04

get something that actually addresses a

23:06

real life problem that people are proposing

23:08

online . So that is a big part of

23:10

our product development and we want

23:12

to use that to fix

23:15

people's problems . I think that's why it naturally

23:17

went so viral . Like we didn't have a huge marketing

23:19

budget , we didn't have all this money

23:21

to throw at the biggest influencers . People just

23:23

naturally wanted to use our products

23:25

. So I think that really helped is to focus

23:28

on product first and marketing second

23:30

.

23:30

No , I mean it makes sense , because I think , I

23:32

mean , the products speak for themselves . That's

23:35

really where I think , for me it was mind blowing

23:38

. When I tried your brand , I was like , because a lot

23:40

of times you see a lot of these brands that

23:42

come up and they're kind of resting on

23:44

the laurels that for me it made you stand

23:46

out so much , for

23:56

me as a consumer , because I was like , no

23:58

, like she's really listening to people

24:00

, you know , and you're really targeting genuine

24:02

needs . Because , again , like you know , like

24:05

I said earlier , like Gua Sha was never something

24:07

that was like on my radar , like that , you

24:09

know . But now I'm addicted to your product . Like

24:11

I use it literally every other night , it's

24:13

on my bedside table . Like that , to me

24:15

, is making an impact in a person's

24:18

life . When you're able to put your product into

24:20

their life , you know to where they feel . Like no

24:22

, I'm going to put this by my bed , I'm going to put it somewhere I can

24:24

grab it easily . And that's where my question

24:26

really stemmed from . It's like , yeah , you have a following

24:29

, but you've built this genuine set

24:31

of products that actually really

24:33

are trusted and people are gravitating

24:36

towards them because they actually fill

24:38

a need , like you said . So very

24:40

cool , I love that . Now , how do

24:42

you gather feedback from your audience then

24:44

in terms of future innovations

24:46

and stuff ?

24:47

Oh yeah , we have really a lot of different

24:49

methods . We always look at

24:51

comments , like anything that

24:53

pops out about products that people want to

24:55

get . Of course , we're going to screenshot

24:58

it , we send it in Slack and we start talking about it

25:00

. We actually have some products that we're developing

25:02

that came from certain social media

25:04

comments , of course , also keeping

25:06

a pulse on what's going on in the beauty industry

25:08

in general , but we also have a Facebook

25:10

group where people who are really

25:12

huge fans of the brand can , you know , give

25:15

their input as to what products they want

25:17

, or even what shade they want or products

25:19

that already exist , and we also

25:21

do surveys with a group of people

25:23

. We also look at reviews , so we

25:25

take feedback from really every

25:27

way we can get it , but we just

25:29

really want to make sure that our

25:32

customers feel heard and

25:34

they feel like what products

25:36

we come out with is a reflection of their needs . That's

25:38

interesting .

25:39

I like that . I mean I think that's pretty

25:41

cool because I mean I won't lie . I've left a

25:43

lot of comments on people's posts before and nobody

25:45

listens . That's refreshing , that's a breath

25:47

of fresh air , you know . To hear that , that you guys are

25:49

really tuning into your audience , I mean . I think that's

25:52

how innovation should be driven , though you know

25:54

it's like true consumer feedback . So that's

25:56

pretty cool In terms of , like , your future vision

25:58

, though like where do you see the brand headed ?

26:00

I know you've probably got some things in the works , but overall

26:03

, yeah , we have a couple of things in

26:05

the works , but I think the impacts that

26:07

we made with the lip liner stain has been

26:09

so huge that we want to continue down

26:11

that vein and we have a couple of complimentary

26:14

products to the lip liner stain that are coming

26:16

out and we also want

26:18

to keep expanding in this kind

26:21

of area where it's a little bit

26:23

more long lasting than regular

26:25

makeup but less long lasting than

26:27

, let's say , permanent tattoos or cosmetic

26:29

procedures . So kind of playing in

26:31

that area where people want

26:33

their makeup to last a lot

26:35

longer , but not so long that you have to commit to

26:37

it forever .

26:38

So we're trying to see what we can do in that

26:40

space and that's been really exciting

26:43

making it easy for everybody of all ages and ranges

26:45

to you know kind of get behind it . How

26:59

has that been for you from the formulation aspect , like making

27:01

sure that your products are speaking to a large audience , because I really believe that

27:03

they are .

27:03

Yeah , well , I think . Well , there are certain

27:05

products that are specific to

27:07

different age groups , but I think a good

27:09

, you know , eyeliner or lip liner is

27:12

always going to be good for across

27:14

the board . So we want

27:16

to focus on the actual , like long

27:18

wearing . You know the fact that the lip

27:20

liner is long wearing , it performs well , the

27:22

color shows up well . All those things are things

27:24

that we take into consideration and it's

27:27

something that moms can use , students

27:29

can use . We want to make sure everyone

27:31

can use those products .

27:33

Right , right , in terms of like marketing

27:35

, though , that's you guys like kind of market towards

27:37

a specific audience , or do you just say like

27:39

hey , listen , this is what we've created . You know

27:41

it works really well . Like , how does that work for

27:44

your team in ?

27:44

terms of marketing . Well , we have different

27:47

digital marketing channels , but mostly

27:49

it's on TikTok . I think as much as

27:51

people hate on Gen Z's on TikTok

27:53

, I think as much as people hate on Gen Zs on TikTok and how

27:56

people don't like TikTok . A lot of culture

27:58

trickles down from young people

28:00

and their creativity and their content

28:02

. So at least that's how I

28:05

. At the beginning of my journey on social media , I

28:08

listened to people who are my age group

28:10

and I think a lot of them influence

28:12

what older people do and I

28:15

think it's important to listen to

28:17

what their needs are and it actually translates

28:19

really well , like I . Actually , we did a Ulta

28:22

event in LA a

28:24

month ago and someone brought their moms

28:26

. Actually two people brought their moms to the event

28:28

and I think , if we can

28:30

and Gen Z's are so smart and

28:32

they're so educated about their products so I

28:34

think if we can get them on board

28:37

with our brand , then it kind

28:39

of trickles down from there . But we do most

28:41

of our marketing on TikTok .

28:42

That's pretty cool . No , that's cool . That's why

28:44

I asked , because I feel like whenever I go

28:46

on TikTok , I always see , you know , gen Z

28:49

is awesome , you know , in terms of how engaged

28:51

they are . I

28:59

mean , they're really , really engaged in not only like obviously it's beauty products , but more

29:01

so in like the quality . I think that's where I see a lot of like differences , because I'm millennial

29:04

and I know that our generation we had our long YouTube videos and you

29:06

know what I mean . Like I remember sitting for hours

29:08

trying to figure out if I should buy a foundation

29:10

or not , you know , and really doing my homework , but it

29:12

was very hard to get like multiple

29:14

sources that would give you like just a genuine

29:17

like hey , listen , this really works . You know

29:19

, like that kind of thing , and I feel like with Gen Z

29:21

, they're very vocal , you know , in

29:28

that sense is like okay , yes , you know , this is what works , this is what's really doing it

29:30

for me , and I and I value that a lot Because as a millennial , even I'm looking

29:32

towards your generation you know , a lot of times for my

29:34

own picks and my own recommendations

29:36

because unfortunately , you know , I

29:39

mean we just weren't that vocal . I think , millennials

29:41

, we had a few , you know

29:43

, really great like gurus , I think , on YouTube

29:45

, but it wasn't a lot , you know , in terms of feedback

29:47

that we would get , but very fascinating

29:49

to see how makeup is evolving , you

29:51

know .

29:52

Yeah , absolutely , and I think it became

29:54

more democratized . Like you

29:56

really can't get away with pushing

29:59

a product that really does not work

30:01

or it doesn't live up to its claims because

30:03

there's gonna be another TikTok posted like

30:05

five minutes later talking about how this product sucks

30:08

, you know . So you need to make sure

30:10

the product actually works and everything

30:12

else just let the internet take care of it

30:14

, you know , yeah 100% , 100% .

30:16

The product actually works and everything else just let the internet take care of it . You know , yeah

30:21

, 100% , 100% . And I think that it's more genuine to do that too . You know

30:23

, and I think , that day and age that we live in now , people share information differently as well . So it's

30:25

like you know , when I think about a product going viral

30:27

, nowadays , it's not so much like how

30:29

many views it gets or something . It's more about how

30:32

many people are actually telling their friends about it

30:34

, because that news gets around a lot faster

30:36

now , even in older

30:38

circles . And that's why I'd ask you about how

30:40

do you target to multiple age groups

30:43

? Because I've heard about your product

30:45

through the grapevines , even through my friends , and

30:47

so , regardless of the fact that we're here on this

30:49

interview today , I've still heard about it . So that's

30:51

why I'm curious how that whole machine

30:54

works , of how people are getting their information

30:56

and stuff . So and I think that speaks very highly

30:58

towards a brand like yours , because

31:00

if it's genuine , it's going to come out , someone's

31:03

going to tell you about it , you're going to hear about it . Nowadays

31:05

, you know , there's so much information out there and

31:07

so fast .

31:08

Yeah , well it's . It's still mostly digital

31:10

, even if it's not TikTok

31:12

. Like I said before , we have a Facebook group . We're

31:14

on Instagram , so wherever people can find

31:17

us online , we just let them

31:19

find us , because

31:21

we're still a small brand . We don't have the

31:23

budgets of really really big , old

31:25

brands , but yeah , we're just

31:28

on different social medias for people to find . That's

31:30

awesome .

31:30

For running out the interview . I want to ask you for some

31:33

advice , because I know there's a lot of

31:35

people out there that are like you know . A lot of people tune

31:37

in that are either budding entrepreneurs

31:39

or they're just getting started on their journey , or

31:41

like some words of wisdom , maybe that you could

31:43

share with anyone out there that's thinking about

31:45

starting their own thing , or they're in the middle of it

31:47

and things aren't going the way they want , or you know

31:49

anything you could share .

31:50

Yeah , I think just things

31:53

are never going to go the way that you planned it and

31:55

be ready for any type

31:57

of adversity . I mean , I'm

32:00

from Hong Kong , we're up there , and

32:02

throughout my path I had to deal with immigration

32:05

, different challenges that were in my way

32:07

, even learning English . Neither of my

32:09

parents spoke English . So having

32:11

to overcome all those things I think really set the tone

32:14

for all the business issues

32:16

that were going to come up throughout my path

32:19

and really becoming an entrepreneur . I had to

32:21

overcome those things too . But the fact that I

32:23

had a different upbringing and the fact that

32:25

I had to overcome cultural problems

32:27

in the beginning helped kind of

32:29

set the stage to let me know life

32:32

is not going to be easy all the time , but

32:34

just never , ever , kind

32:36

of give up on your vision . If it's something you strongly

32:38

believe in , just keep going . I

32:40

always people tell me

32:42

I have this delusional confidence about me . No

32:44

matter how many rejections I get

32:47

in the business world or really in my personal

32:49

life , I just never take no

32:51

for an answer . So I think that's the attitude

32:53

people need to have . If you're trying

32:56

to do something very difficult and this you

32:58

know is beyond business , it's you

33:00

can use it in every part of your life . This

33:02

, don't take no for an answer and just really

33:05

believe in your vision .

33:06

I love that . I really love that . I love that

33:08

. You said the confidence piece . I think

33:10

that's so important , especially like

33:12

you're right , in every , in every profession , every

33:14

field . I mean it's so , so important to

33:16

make sure you believe in yourself , and I love that

33:18

message . So thank you for sharing that For everyone listening

33:21

out there . If you guys have not checked out Setsubu

33:23

Beauty , you need to check it out . They are

33:25

available in Ulta , also on TikTok shop

33:27

and , I believe , anthropologie as well , so

33:29

you guys can check them out . Make sure you try

33:32

the products . You will absolutely fall in love . I

33:34

promise I know I did

33:36

. When I tried the lip liner , it was really

33:38

genuinely . I mean , it was a game changer for

33:40

me and I am not somebody who wears

33:42

makeup a lot . As I've said

33:44

many times on this podcast , I'm a

33:46

huge skincare person , but I really feel like

33:48

it's become a part of my everyday because

33:51

the colors and the range

33:53

of colors are really easy to incorporate

33:55

in your daily life , no matter if you're looking for

33:57

a professional look or if you're trying to glam up a

33:59

little bit . It worked for everything . So I

34:01

find it to be a truly hero product

34:04

and I recommend it to all of you , so make

34:06

sure you check it out , let us know what you guys think . And

34:08

, sarah , thank you so much . This has been truly

34:10

an honor to host you and to learn from you , thank

34:12

you . Thanks for having me . Thank you .