Marking its 11th anniversary in 2026, The Face Inc has built a strong presence in the beauty and aesthetics industry through a clear vision and consistent growth. Under the leadership of Wilson Goh, Managing Director, the brand has carved out a distinct position by staying anchored to a powerful and consistent vision from the very beginning.
The beauty and aesthetics industry is highly competitive, with new brands emerging every day. From the very beginning, the company knew that in order to stand out, it needed a compelling value proposition and strong brand positioning. At the heart of the brand is the belief that healthy skin contributes to stronger self-esteem, and that everyone deserves access to the best skincare solutions, or at least the opportunity to choose the best.
When The Face Inc was founded in 2015, the goal was to challenge the perception that effective treatment skincare could only be obtained through doctors, dermatologists, or aesthetic clinics. The vision was to become a leading provider of serious, premium-quality skincare focused on treating common skin concerns, while making high-performance skincare more accessible at reasonable and affordable prices.
What differentiates The Face Inc is its focus on providing products consumers genuinely need, rather than products that are simply seen as a luxury or a “want.” While many new brands launch with only two or three products, the company introduced a comprehensive range of 16 products from day one. This was intentional, to ensure that consumers immediately recognised it as a serious and credible skincare brand.
The products are developed to target specific skin concerns such as acne and hyperpigmentation, and they can also be layered together for more severe conditions. This approach reflects a business model designed for long-term resilience, even during challenging economic periods. Throughout its journey, The Face Inc has remained committed to staying focused on its brand core while continuing to innovate responsibly.
Let’s delve into the interview details below!
What have been some of the key milestones that have defined The Face Inc’s growth and success in the beauty and wellness industry?
Our journey has certainly not been a straight upward trajectory; it has been a true roller coaster of highs and lows.
One of our biggest milestones came in March 2017, when we established four regional offices across Singapore, Malaysia, Hong Kong, and the Philippines, with a team of approximately 30 employees. Through strategic partnerships, our products were also distributed in over 1,000 retail stores across 20 countries in Asia and the Middle East.
Another defining moment came in October 2018, when we opened our first wholly-owned kiosk at KLCC in Malaysia. This marked our transition into direct consumer retail and gave us valuable face-to-face engagement with customers. At that stage, we set an ambitious goal to expand aggressively towards 100 wholly-owned stores across Asia within the shortest possible timeframe.
Despite the challenges brought about by Covid-19, we continued expanding our retail footprint and grew to a total of 11 physical stores and counters by March 2021.
The beauty and aesthetics industry continues to evolve rapidly. How has The Face Inc adapted to changing trends and customer expectations over the years?
Covid-19 significantly changed consumer purchasing behaviour and habits. Live streaming, online marketplaces, and home delivery quickly became the norm. This shift directly contradicted the physical retail expansion strategy we had adopted in 2018, and retail footfall declined dramatically.
It took us some time to accept the reality that consumer behaviour had fundamentally changed. Looking back, we realised we could not fight against this trend. One by one, we closed our physical stores, with our final outlet shutting in March 2024.
Since then, we have successfully adapted into a predominantly online-driven business model, focusing heavily on strengthening our digital presence and online community. At the same time, our products remain professionally available through selected aesthetic practices.
To maintain meaningful customer engagement, we also conduct regular beauty and aesthetic workshops with a lifestyle-focused approach. Building a strong online presence requires a completely different strategy compared to physical retail, but embracing this transformation has ultimately positioned us better for the future.
What leadership principles have helped build a strong company culture and maintain high standards of service and client satisfaction?
At the core of our management philosophy is empowerment. Responsibilities are allocated according to individual strengths and experience, and we place great importance on building strong systems and processes.
One of the biggest lessons I’ve learned is the importance of hiring the right people. I’ve been fortunate to build a team that shares the same passion, understands the company vision, and remains deeply committed to the success of the business. The value of good employees should never be underestimated.
As a leader, I also believe in accountability. Whenever mistakes are made, I openly acknowledge them, even in front of the team. I believe this demonstrates sincerity and reinforces the idea that no one is perfect. We are not a company focused on assigning blame; we are a company focused on growing together.
Creating a positive work environment is equally important. When employee morale is high and people enjoy coming to work, everything else naturally follows, from customer service standards to overall client satisfaction.
What were some of the biggest challenges The Face Inc faced during its journey, and how did the company overcome them?
One of our biggest challenges was recognising that our retail expansion strategy had become unsustainable after Covid-19 fundamentally changed consumer behaviour. Adapting required us to completely rethink our business model and transition towards a more digitally focused strategy.
Another major challenge, especially during our early years in 2015, was cash flow management. Launching with a full suite of 16 products required substantial investment in research, development, and inventory. At the same time, we expanded rapidly by opening three regional offices within our first year.
As the business grew, so did the demands on inventory, operations, and marketing expenditure. Managing finances prudently became absolutely critical. We stayed disciplined with spending, treated every dollar carefully, and focused heavily on driving sales growth across our operating markets.
One thing we are especially proud of is that, despite our growth, we have not taken on any external investment funding to date.
In a competitive market like Singapore, what strategies help The Face Inc stay ahead and continue driving industry excellence?
As a relatively small enterprise in Singapore, we understand that attracting top-tier talent locally can be challenging. Over the years, we strategically shifted backend functions such as administration, finance, and professional services to neighbouring Malaysia, while retaining core regional sales, marketing, and logistics operations in Singapore.
This operational structure allows us to better manage costs while remaining focused on growth and innovation.
We have also actively integrated AI into various aspects of our business development, sales, and marketing operations. Staying updated on industry trends and consumer demands allows us to remain agile and responsive in launching relevant and innovative products. In fact, we recently revamped our best-selling Eye Lift serum just a month ago, and we are optimistic that it will become a strong growth driver for the brand in the coming months.
Have there been any awards, recognitions, or achievements that stand out as especially meaningful for The Face Inc and its team?
Over the years, our products have received numerous beauty awards and nominations across magazines and online publications, which we are certainly grateful for. At this juncture, however, they are not especially meaningful.
Looking ahead, what are the future goals and long-term vision for The Face Inc as it continues to grow in the beauty and wellness industry?
We remain committed to our vision of becoming a leading provider of serious, premium-quality products focused on treating prevailing skin concerns.
Moving forward, one of our key priorities is consumer education, helping customers better understand product quality and efficacy amidst an increasingly crowded beauty market.
At the same time, we are also evolving beyond skincare alone. With a slight expansion of our brand direction, we aim to become a leading provider of serious lifestyle-focused products that fit seamlessly into modern living.
