Come to America to start a business to conquer the world
While many overseas Vietnamese return home to start businesses, Ms. Nguyen Thi Kim Loan (Maya Loan Nguyen) chose the opposite direction, going to the US to start a business and initially found success with the brand Lā SEN.
Vietnamese girl's startup product in America
Explaining why she chose the US as her starting point, Ms. Loan said: "Previously, I worked in the business field. The new path I chose was to create 'clean beauty' products. This is also a new direction in the world, but even in the US, only about 1% of cosmetics follow this direction. I chose the most difficult path, so I needed to find a suitable environment. If I can conquer the US market, I will be able to conquer the world."
Ms. Loan was born in Quy Nhon (Binh Dinh), went to Ho Chi Minh City to study at university and then studied abroad in the US to get a master's degree in economics. Returning to Vietnam, she worked for multinational corporations such as Unilever Vietnam, Kantar Media Research, WPP/GroupM Vietnam... After a while, she established her own company operating in the fields of media and tourism. Passionate about her work, she worked herself to exhaustion and suffered from a series of diseases, especially skin allergies... At one point, her body weighed only 37 kg; she could not eat or drink anything and had to continuously inject calcium directly into her body.
"Sometimes when I go out, just coming into contact with dust, my body has an allergic reaction that lasts for a whole week. So for 2 years, I didn't dare go out, couldn't work and just focused on treating the disease. I tried Western medicine in countries like Singapore and Japan but it didn't work. Too desperate, I tried Eastern medicine methods from medicine, to exercise, to diet. Thanks to that, my health gradually improved," she recalled.
Ms. Loan said that when she was gradually recovering, her husband was diagnosed with skin cancer, a rare form. So together, the two of them continued to overcome the disease using Oriental medicine methods. After their health gradually stabilized, she gradually returned to work. Having to go out and having the need to use beauty products, but the products on the market were not suitable for her overly sensitive skin. That was when she thought of creating a product that was truly safe and suitable for herself as well as people in similar situations. After a long period of research, she decided to choose the most difficult path, "clean beauty" and looked for a suitable environment for her entrepreneurial journey, the United States.
Help every woman shine like a lotus
In 2018 in the US, Ms. Loan founded Lā SEN Beauty (Los Angeles/Beverly Hills) and started research projects. In 2021, the product was first launched on the market.
Products meet FDA (USA) and EU GMP Cosmetics standards
"First, I studied professional books; bought and tried all the products on the market. Then I contacted leading scientists in the field of cosmetic chemistry. Some people took 1-2 years to present their ideas and convince them. Finally, I was able to form a team of experts including scientists from the US and Korea, the two leading countries in this field. During that time, I also looked for experts in the fields of creativity, communication, and packaging design to bring the product to the public," she recalled.
Beauty technology is an "endless gold mine"
Currently, through many different distribution channels, the product is being well received and positively evaluated in the US market. Our upcoming goal is to bring Lā SEN to serve Vietnamese people. In addition, we are also looking for sources of high-quality raw materials from Vietnam. We can see that the beauty industry is a super-profitable economic sector with huge potential; as a Vietnamese, I hope that we Vietnamese can together effectively exploit this "endless gold mine".
Founder of Lā SEN - Maya Loan Nguyen
Starting a business right at the time of the Covid-19 pandemic outbreak, most activities are online. Besides, being 'locked' at home for a long time also makes experts stressed, so it takes more time than usual. These are the difficulties that arise besides the obstacles that startups have to overcome. With such a mindset, she determined to pursue her project.
Ms. Maya Loan Nguyen, a Vietnamese who came to the US to start a business
The first product of Lā SEN is a skin care mask. The product is a combination of precious medicinal herbs in traditional oriental medicine such as: rice bran, coconut oil, saffron, mugwort, green beans, green tea, licorice, peony, pennywort... and especially lotus.
"The lotus is the national flower of Vietnam and is also a precious medicinal herb commonly used in the royal courts of many countries such as Vietnam, China, Japan, and Korea. The lotus is very special. Although it grows from the mud, the ingredients from the root, stem, flower, seed, and lotus heart all have good medicinal properties, especially sedative and stress-reducing properties. I created this product with the desire to help women beautify not only physically without intervention. And more importantly, be beautiful in a natural way, suitable for their age. Through that, it will help each woman shine in her own way," Maya Loan confidently said, positioning her product in the second place after about 2-3 of the most high-end products in the world today.
"Why am I so confident in my products? Because the clean standards that Lā SEN has built are even stricter than those of the FDA (USA) and GMP Cosmetics of the EU in that the raw materials and finished products must meet the requirements: high quality, clean, non-GMO, gluten-free, chemical-free and substances that can irritate the skin, vegan, and exploited in a conservation-oriented way. Even the product packaging is recyclable or reusable, and protects the medicinal properties of the active ingredients... "I want to make the best product possible so that in the next 5-10 years, Lā SEN Beauty will become the brand that provides the most effective, safe and cleanest beauty, skin care and anti-aging solutions in the world," Maya Loan emphasized.
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