CLARA CHEE – A LEGEND IN THE MAKING

Clara Chee is almost a legendary icon in the local cosmetic industry much like Florence Nightingale in the nursing industry.
She is where she is today because of her willingness to work hard and her perseverance in continuously innovating new products for the past 27 years to make her clients happy.
“We are living in a tropical climate,” she said. “For this reason, our cosmetic products must suit our environment and the Asian skin type.”
Before starting her business, she had worked as a Beauty Consultant. From 1967 to 1975, she had worked as a Cosmetic Marketing Surveyor. In 1973, she joined MAX factor in Kuala Lumpur.”
With only a capital of RM40 000, Clara International was birthed in 1977. “With a CGC Bank Loan from Maybank, I started my first salon with the help of two other friends from the United Kingdom and two qualified aestheticians in a rented shoplot in SS2, Petaling Jaya,” she said.
The reason for her to go into this business is simple - she saw the future and there was an opportunity she saw for herself. “While I was working as a supervisor for a cosmetic company, I was surprised to learn that majority of women knew nothing about basic skincare. This was when I saw the huge untapped potential in the beauty line; so, I went to Britain and the US to study medicinal, cosmetics chemistry and formulation,” she said.
Chee pursued her studies at Liester Polytechnics in United Kingdom as well as her Cosmetic Chemistry degree from the Kansas City University in US in 19… and later attained her honorary doctorate in cosmetics formulation and technology from Western Pacific University in 1996.
Since then, Clara International has expanded both locally and internationally. “From when we first started way back in 1977 and now, we have indeed come a very long way and have achieved a great deal,” she said. “Our network of branches has increased tremendously to over 50 centres in major towns in Peninsular and East Malaysia, as well as overseas in countries such as India, Mauritius, USA, Myanmar, Indonesia, Vietnam, Philippines and Pakistan with over 200 employees.”
From offering beauty treatment services and beauty courses, Clara International has also ventured into contract manufacturing, franchising and beauty training. “We are also expanding into the United Arab Emirates because our brand is considered “halal”,” she added.
“Our plans for expansion are through business format franchise system and making our brand global,” said the mother of three working adults, who still strongly believes in family values.
“My father has always been my mentor. He used to own a textile and sundry shop. He had a strong sense of ethics and high moral values. He also loved Chinese calligraphy and music; so I guess I picked up a lot of my father's calm and refined side,” she said.
I wanted to provide my own solutions for beauty treatments and tropical skin problems. What better business to go into buy one that can keep yourself looking beautiful and helping others achieve the same results?
Every business has its tough times. For example, the misleading product formulation, ingredients claims by some players in the market that will do magic to the consumer's face has created a lot of concerns in her clients. “People are now wary of brands that they do not know,” she said.
Integrity is the key to overcoming the tough times. We have been in the beauty industry for 28 years. “Professionalism, dedication and an innovative spirit helps lead us to where we are today,” said the mother of three.
“We have learnt that we must believe in what we do, deliver only the very best to the consumers!”
What about her dream for Clara International? “It’s to be a One Stop Clara Beauty Power House with all beauty-related products and services under one roof, one brand and also a beauty house offering respectable and reliable beauty education and this will enable consumers to stay on sourcing the branded reliable products which are under our brand name.”
Of course, going public is also in the pipeline for the company that is now in the region of RM million sales turnover per annum.

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