Glow with Growth: The 360° Beauty Model Powering Jace Tan 's Asian Beauty Corner’s Rise

In an interview with Corporate World, Jace Tan, CEO of Asian Beauty Corner (ABC) shares how a passion for K-beauty evolved into a thriving multi-channel business across Southeast Asia.

In the fast-paced world of beauty retail, where trends shift overnight and consumer loyalty is hard-won, Jace Tan, CEO of Asian Beauty Corner (ABC), has carved out a space rooted in authenticity, innovation, and an intuitive grasp of what Southeast Asian consumers want. What started as a passion for K-beauty has evolved into a thriving multi-brand, multi-channel business that’s making waves across the region.

In this candid conversation with Corporate World, Jace shares the story behind ABC’s rapid rise, his approach to leadership, and the long-term vision driving the company’s expansion. From TikTok triumphs to niche fragrances and OEM innovation, it’s a journey of grit, growth, and genuine love for the beauty industry.

Q. Tell us about your professional journey and the key milestones that have shaped Asian Beauty Corner.

My journey began with a passion for K-beauty and a deep understanding of what Southeast Asian consumers truly want. I founded Asian Beauty Corner (ABC) to bridge the gap between authentic Korean beauty brands and local markets. From the beginning, it was about offering something real, relatable, and reliable.

Some of the key milestones that have shaped this journey include:

• Securing exclusive distribution rights for well-known Korean brands such as Peripera, Clio, Hince, Dasique, Afterblow, Rom&nd, and SKIN1004

• Opening exclusive three 3CE flagship stores 

• Launching the Underwater retail chain, which has since become a go-to destination for beauty lovers in Malaysia

• Becoming a trusted supplier to leading retail chains like Watsons, Guardian, and Sasa

• Reaching the Top 5 K-beauty sales on TikTok Malaysia within just a few months of going live on the platform

• Creating our own OEM brand, E:ye & Sui, which is built around the philosophy of hydration, beauty, and love

• Launching LuvScents, our fragrance division dedicated to curated niche perfumes for scent lovers

• Expanding our presence into TikTok live commerce, influencer marketing, and tech-enabled beauty retail

• Ranking among the top 5 in the perfume category on Lazada

  
  

Each step has been driven by one core purpose: to make beauty more accessible, trustworthy, and joyful for our customers.

Q. How do you personally define leadership, and what qualities do you believe are essential for business growth?

To me, leadership is about creating clarity, uplifting others, and having the courage to make bold yet thoughtful decisions. It’s not just about chasing KPIs—it’s about building a culture of integrity, empathy, and agility.

A strong leader knows how to:

• Empower the team rather than micromanage

• Act quickly, but always with empathy

• Listen deeply and lead with humility

  
  

At the end of the day, leadership is not a title — it’s a daily commitment to show up with intention and integrity.

Q. How does ABC maintain its credibility in such a competitive and fast-moving industry?

In today’s crowded beauty space, trust is everything. Our reputation is grounded in transparency, quality, and long-term brand partnerships.

ABC have built this reputation by partnering only with authentic, authorized Korean beauty brands; ensuring full product traceability and offering only 100% original goods and conducting ongoing training and education for both retail teams and consumers to ensure product knowledge and responsible use.

Digitally, we’ve established a strong footprint—not just on TikTok, where we’re ranked in the top five companies for K-beauty sales, but also across Shopee, Lazada, and other key e-commerce platforms. This ensures wide-reaching and convenient access for our customers.

Physically, the presence of ABC through the Underwater retail chain in major malls strengthens credibility. This online-to-offline (O2O) approach lets us deliver a seamless customer experience, helping us build brand equity both in-store and online.

We’re also expanding into Chinese beauty brands such as Winona, and exploring emerging segments like skincare for sensitive skin—ensuring we stay ahead of trends and cater to a wide range of needs.

Q. What is your long-term vision for ABC and its place in the Southeast Asian beauty ecosystem?

My vision is to build Asian Beauty Corner into a regional beauty powerhouse where brands, consumers, and creators connect seamlessly under one ecosystem.

For this, we are aiming to:

• Expand strategically across Southeast Asia.

• Grow our OEM brand portfolio, led by E:ye & Sui—a brand rooted in hydration (“sui”), love (“eye”), and self-confidence.

• Continue developing in-house products that reflect genuine consumer insights and current market trends.

• Establish LuvScents as a go-to destination for indie and niche fragrances across the region.

  
  

Beyond products, we’re laying the foundation for a beauty ecosystem—integrating distribution, retail, content, and tech-driven innovation within our group of entities. We don’t see this just as expansion. It’s about creating a connected, customer-first beauty experience across platforms and borders.

At the heart of this vision is a belief we hold close:“U eye, U sui” — With love, you become prettier.

Q. Running a growing beauty business must be demanding. How do you strike a work-life balance?

I don't believe in the traditional concept of work-life balance—mainly because beauty is my passion, and I’m lucky to have turned that passion into a profession. That said, I do believe in creating moments for rest, reflection, and quality time with loved ones.

Whether it’s developing a new formula, leading a launch, or working with our team—I find energy in the process. I truly believe a founder who is fulfilled personally and professionally will create the most meaningful and lasting impact.

Q. Finally, what is the one piece of advice you would offer aspiring entrepreneurs?

Start before you’re ready—and figure it out along the way. You don’t need to have every detail figured out before taking your first step. In fact, some of my biggest growth moments came during times of risk, uncertainty, and self-belief.

If your heart is in the right place, and your work is built on love and grit, you’ll find your way. Don’t wait for perfection. Let your passion and purpose guide you forward.