In the bustling world of beauty, Ning Cheah emerges as an entrepreneur, disruptor, and changemaker. As the driving force behind The Beauty Crop and a commitment to delivering high-performing, plant-based beauty solutions at accessible prices, Ning is redefining the landscape of affordable skincare and makeup.
A Mission to Transform Beauty
The Beauty Crop’s mission is as clear as its name suggests: to craft products that are fun and engaging on the outside and brimming with potent, plant-based ingredients that nourish the skin from within. Ning’s passion for crafting better cosmetic solutions was sparked by her journey, one marked by a Master’s in Chemical Engineering and a career in high-stress investment banking.
Struggling with eczema and chronic cystic acne, Ning’s quest for effective skincare solutions led her to identify a gap in the market. The options were stark: organic cosmetics that fell short in performance or mainstream products laden with questionable ingredients. This realisation ignited the desire to create nutrient-enriched cosmetics that harnessed the power of plants, all while being affordable and effective.
Overcoming Challenges with Resourcefulness
Ning’s path to success was not without hurdles. Building a business, she acknowledges, is inherently demanding. Obstacles ranging from manufacturing intricacies to trade disputes and even legal battles tested her resilience. However, Ning’s resourceful approach enabled her to navigate these challenges. By stepping back to assess the bigger picture and methodically addressing problems, she steered her company through dark times.
A Day in the Life of a Visionary CEO
Ning’s day begins with several responsibilities as a mother and CEO. Amid the early morning rush to get her children ready for school, she finds herself diving into her professional commitments. From checking samples to attending team meetings and handling customer service issues, her schedule is a blend of hands-on tasks, strategic planning, and collaborative discussions. This intricate balancing act reflects her dedication to her business and family.
Principles of Success
Under Ning’s leadership, two guiding principles shine brightly: hiring the best talent and embracing challenges. Recognising the value of diverse skill sets, she seeks employees who bring unique strengths to the table. This diversity, she believes, creates an environment of innovation and collaboration. Moreover, Ning’s self-belief, combined with the ability to navigate failures, exemplifies her commitment to her vision.
A Vision for the Future
Ning’s visionary plans are ambitious yet grounded. In the short term, she envisions The Beauty Crop as the go-to UK brand for high-performing, better-for-you formulas that do not break the bank. Looking ahead, she aims to expand beyond the UK to markets like the US, all while supporting a focus on sustainable profitability. The brand’s potential extends beyond skincare and makeup, with the possibility of becoming a mega-brand across various categories.
Serving Stakeholders through Customer-Centricity
Ning’s approach to stakeholder responsibility is rooted in listening to customers. By creating products that resonate with consumers’ needs, she believes she can simultaneously serve stakeholders across the spectrum. This customer-centric ethos forms the foundation of The Beauty Crop’s success.
Fostering Innovation and Collaboration
Within her company, Ning nurtures collaboration by hiring enthusiastic individuals who share her vision. While some team members might lack experience, Ning empowers them to contribute and grow, creating a culture that thrives on positivity. Through this approach, she can foster a team that is not only enthusiastic but also aligned with the brand’s mission.
Ning Cheah’s journey is a testament to the power of vision, determination, and a customer-focused approach. As she continues to redefine the boundaries of affordable beauty, her brand, The Beauty Crop, delivers products that not only make you look good but also make you feel good.
