- By Eggs is a Malaysian skincare and beauty brand that offers products created using edible food products such as coffee, peppermint, and bananas.
- The company was founded in 2017 by childhood friends Quinnie Chong and Michelle Tan.
There’s been an increasing number of local skincare brands popping up within urban Klang Valley late, most of it thanks the interest raised on social media platforms like Facebook and Instagram. Look around and you’ll see a flurry of new names, each one offering up a unique benefit of some sort.
Hoping to stand out in the same market is By Eggs—a brand founded by childhood friends Quinnie Chong and Michelle Tan that relies heavily on edible food as core ingredients.
friends since we were both nine, and we wanted to earn some extra
pocket money during our college days,” Michelle said. “We turned
to personal care products as Quinnie’s family was in the business
of private label skincare manufacturing.”
our Economics degrees in London, we both returned to Kuala Lumpur and
started our careers in banking.”
In 2016, Quinnie made the decision to join her family’s business full-time and gain deeper insights into skincare manufacturing. This she did until Michelle came on-board in 2017, eventually leading to the launch of By Eggs in November the same year.
A Feast For The Skin
Currently, By Eggs sells a variety of food-based skincare products ranging from masks, to cleansers, to toners, and moisturisers—all available either online through their webstore or platforms such as Zalora, or offline at boutiques around the Klang Valley region.
In order to make themselves more relevant to their target market, their products are formulated to suit local skin types, local lifestyles, and the local weather mostly using premium natural ingredients.
“We stay true to
our philosophy of ‘food for your skin’,” they said. “We
believe in using high-quality ingredients to nourish skin, similar to
nutrients from food to nourish our bodies.”
“We go back to basics with our food-inspired ingredients. These things like include peppermint, coffee, banana, and vitamins, and are familiar to us and hence easier to relate to as consumers.”
They’ve found that their target audience—skincare and beauty consumers—are becoming more product-savvy. This leads to more demanding consumers who feel a need to know a brand and its products before making purchases.
Due to this, Quinnie and Michelle feel that the only way forward for them is to be as educational and transparent as possible with their customers and always be on hand to help them find the products that best suit their needs.
online-focused brand also helps us interact on a personal level with
each individual customer, and that gives us a comparative advantage.”
By doing all of
these, the duo think they’ll be able to set themselves apart and
stand out to those looking for something more exciting in skincare.
consumers who appreciate creativity and want to shake up their
skincare routine with fun but effective products,” they noted. “Our
products are formulated to suit both male and female consumers across
a large age range, and we welcome everyone to try By Eggs!”
When quizzed about
the reception to their products, they both revealed that they’ve
been pretty happy with the response so far, with their revenue now
hitting five digits a month across 200 fulfilled orders within the
This has led them to constantly innovate and come up with new products, with their motto being to “never compromise creativity for convenience”.
And now, they have an ever proactive attitude to their own lifestyles and approach to product design, which have led them to the creation of some offerings that have turned out to become label-defining best-sellers.
“A high for us
would be the launch of Meal Time boxes last August,” they said.
“These are sets of skincare products housed in custom-made takeaway
or picnic boxes.”
overwhelming response from customers for its ‘Meal Time For Your
Skin’ concept which really gave us an identity as a brand,” they
added. “And this concept helped reinforce the food-inspired
philosophy we go by.”
In the long run,
Michelle and Quinnie both aspire to turn By Eggs into a full-fledged
beauty supermarket that people can literally visit and shop at.
“We don’t mean
it in the context of a multi-brand marketplace—we literally mean a
supermarket or grocery store,” they said. “Both online and
offline, we envision the By Eggs customer journeying through rows and
rows of yummy and delectable products that resemble those at your
So in line with
this, they’re currently developing more products to add to their
collection and hope to expand their distribution points beyond
Malaysia and Singapore.
“Currently, we already have our cleanser-toner-moisturiser combo resembling milk, juice, and jam, and our clay-masks are all gelato-inspired,” they said. “So considering all this, we’re well on our way!”
Feature Image Credit: By Eggs
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