Joyce Wong

Can you be successful as a mum? Yes. But here’s my truth.
I couldn’t do it without a full-time nanny. We used our savings to get support so I could focus. That year, I built my first $4M.
Success takes sacrifice. There’s no perfect balance. Just hard choices and clarity.
To every mum building a business, I see you. Find the system that works for you. 🤍

the meaning behind Char ✨
charm isn’t about being perfect.
it’s the little detail that makes you you.
Char is here to help you unleash it.

More liner. More lash. More shape. More drama.
Not because I wanted to overdo it , but because the techniques I was following were never made with my features in mind.
Somewhere in there, I felt like I was forgetting myself.
Char started from wanting to come back to that. An Asian eye-beauty perspective that lets us shape, define and enhance our eyes in a way that still feels like us.
And now, Char is on Ulta.com. 🤍
Same brand. Bigger room.
Find us on Ulta Beauty .com
lashes eyemakeup

“It’s better to know people than know books.”
Connections can move you faster than credentials. The rooms you enter at 18 might shape the business you build at 30.
But here’s the rule: don’t pull favours too early. Build your own wins first. Prove you know your craft.
When you’ve made your piece of the cake, the right people help without you begging. 🤝

Growing up around Western beauty standards, I kept trying to do my makeup in a way that was never really made for me. The lashes, the liner, the eye looks were beautiful — but they didn’t sit right on my face. At some point I realized I wasn’t enhancing my features, I was trying to become someone I wasn’t. And I’d lost the Asian aesthetic I loved about myself in the process.

That’s where Char began.

I wanted to create eye beauty that doesn’t ask you to change your features, hide them, or force them into one standard — lashes that feel soft and wearable, eye details that bring back dimension, expression, and charm. Char was made for the version of beauty that feels like coming back to yourself. 🤎

✨ Now available at Ulta Beauty
EyeBeauty FounderStory

Think you missed the buying window? Not in Asia. 👀

In the West, buyers work on strict seasonal calendars. Miss it and you wait months.

In Asia, there’s no fixed pitching season. If your product is good, they’ll meet you anytime. They’re always hunting for innovation and viral hits.

Stop waiting for the “right time.” Sometimes the right move is just pitching.

Not every market is built for big risk. 🇦🇺

In Australia, buyers play it safe unless you’re already viral. Smaller population. Lower appetite for bold bets.

In the US, UK and Asia, buyers chase the next hero product. They want what’s new and exciting.

Different markets. Different risk tolerance. If you want to scale, pick your battlefield wisely. 🌏

Your next opponent is…

You probably don’t know me. But you’ve seen me.

Char Cosmetics is now on shelves at Boots UK, Priceline, Ulta Beauty, Oz Hair & Beauty and more — across 11 countries.

But we weren’t always like this.

My family owned beauty stores in Hong Kong. Growing up, I spent every day watching customers walk in and out — and that taught me everything about what people actually need when it comes to beauty.

My mum was the first person to bring European beauty products into China in the 70s. She didn’t even make her own product — she distributed an Italian brand and monopolised the market for 10 years. When China started copying her, she pivoted to private label and built 80 stores at her peak.

But it wasn’t her success that inspired me. It was HOW she got there.

My grandfather swam from Fujian to Hong Kong — got caught twice. The third time, he made it. That sacrifice gave my mum the chance to build everything she built.

My mum never helped me. Not until I made my first $4 million. She said I had to go through the hard times first before asking for help.

That lesson built Char.

So — you probably don’t know me. But you will. 🖤