In this month’s Business of Beauty column, entrepreneur Kelly Teoh delves into her latest venture into the beauty sphere.
Here’s a word you probably haven’t heard in a hot minute: unprecedented. As the COVID-19 pandemic put the entire world on pause, we all began running out of ways to describe the ‘New Normal’ we were plunged into.
At the time, resources were dangerously limited, especially when it came to personal protective equipment (PPE) for our frontliners. With dwindling supplies and an ever-growing demand, we as a community had to get creative. One woman, in particular, took it upon herself to help the cause.
“It was amidst the global upheaval wrought by the COVID-19 pandemic in 2020 that my entrepreneurial spirit was truly galvanised,” says Callie founder Kelly Teoh. “Recognising the acute shortage of medical-grade face masks, I seized the opportunity to lead Pecca Group’s expansion into this critical sector, leveraging our manufacturing expertise to produce high-quality masks and contribute to both public health and economic resilience.”
Shortly after, Teoh’s entrepreneurial journey underwent a significant transition with the establishment of Rentas Health in 2019. Originally conceived as a platform for healthcare technology innovation, Rentas Health swiftly pivoted in response to the pandemic-induced shortage of essential medical supplies, directing resources towards the production of face masks.
Now, almost five years on, the brand has undergone yet another significant pivot, expanding into skincare late last year. Ahead, Teoh explains why Callie is shifting, shares her best advice for budding entrepreneurs and looks toward the future:
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We’ve got to ask the obvious—why pivot from medical face masks into skincare of all niches?
“The inception of Callie Care represented a culmination of personal experience, scientific intrigue, and a steadfast commitment to transformative innovation. Callie Care is more than just a skincare brand—it’s a personal journey. My own struggles with skin issues like acne and hyperpigmentation inspired me to create products that not only work but make people feel confident in their own skin.”
“This journey led me to the discovery of exosome-based skincare formulations, which hold immense potential for promoting skin health and rejuvenation. Inspired by this breakthrough, I founded Callie Care to harness the transformative power of exosomes.”
‘XOSOME’ is the concept driving the Callie Care range. What makes this ingredient so special?
“Central to the Callie Care range is XOSOME—an innovative range of skincare products derived from exosomes, the microscopic vesicles secreted by cells during the natural regenerative process. Renowned for their ability to promote intercellular communication and tissue repair, exosomes represent a paradigm shift in skincare science, offering unparalleled benefits for achieving radiant, youthful-looking skin.
“The decision to anchor the Callie Care range around the transformative potential of XOSOME was driven by a commitment to efficacy, integrity, and innovation, underpinned by personal experience and scientific inquiry.”
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Could you walk us through the production side of launching a skincare brand? What logistics go into taking a product from conception to reality?
“Quality and integrity are non-negotiables for us at Callie Care. We don’t just slap a label on a product; each formulation is meticulously crafted and rigorously tested to ensure it meets our high standards. The production process starts with a thorough exploration of market trends and consumer preferences, guiding strategic decision-making and product development.
“Drawing upon insights gleaned from market research and expert consultation, our team of formulators meticulously craft each product formulation, harnessing premium ingredients and cutting-edge technologies to deliver unparalleled efficacy and performance. From formulation to packaging and distribution, every aspect of the production process is governed by rigorous quality control standards and regulatory compliance protocols, ensuring that each Callie Care product meets the highest standards of safety, efficacy, and integrity.”
What are some key things you’ve learned from your pivot from medical supplies to skincare?
“The transition from medical supplies to skincare was a transformative journey. Perhaps the most salient lesson I’ve learned is the importance of adaptability and responsiveness to prevailing market dynamics and societal needs. By embracing change and leveraging adversity as an opportunity for growth, we have emerged stronger, more resilient, and more determined than ever to revolutionise the skincare landscape and empower individuals to embrace their skin’s intrinsic beauty with confidence and grace.”
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What advice do you have for others branching out or taking a big leap of faith?
“Entrepreneurship is about embracing change and adapting to new realities. It’s not about sticking to a rigid plan but being willing to pivot and seize opportunities as they arise.
“Embrace discomfort as an opportunity for growth and self-discovery. Exercise patience and persistence in the pursuit of your dreams. Success favours the well-prepared; by conducting exhaustive research, formulating a comprehensive business plan, and anticipating potential challenges, aspiring entrepreneurs can position themselves for success and mitigate the risks inherent in the entrepreneurial odyssey. Target the appropriate audience with surgical precision. A nuanced understanding of your target market, coupled with a strategic approach to customer acquisition and retention, can spell the difference between success and failure in the fiercely competitive landscape of entrepreneurship.
“Entrepreneurship is a journey of constant learning and growth. Every setback is an opportunity to learn and improve, and every success is a reminder of why we do what we do.”
What’s in store for Callie Care moving forward?
“The future of Callie Care is all about innovation and expansion. We’re constantly exploring new ingredients and technologies to bring our customers the best possible skincare solutions. We have built upon the success of our inaugural launch and introduced a diverse array of new products tailored to address the multifaceted needs of our discerning clientele from gentle yet effective cleansers to luxurious face masks infused with the transformative power of XOSOME.
“As we venture into uncharted territory with the introduction of hair serums and sunscreens, we remain steadfast in our dedication to empowering individuals to embrace their skin’s intrinsic beauty with confidence and pride.”
Callie is available to shop here. Find more beauty insiders here.
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