Elina Hsueh is currently a student at Babson College. After suffering bad acne she found her love for Korean beauty products and started her company: Beauteque. Beauteque, a one-stop shop for Korean beauty products, caters to both the B2C and B2B market. Read on to find out more about Elina and her company Beauteque:
Can you tell us about Beauteque?
Beauteque is your one stop shop for Korean beauty products and our business consists of three different parts. We have our B2C e-commerce website, which focuses on selling Korean masks, skin care products, essences, etc. We also have two subscription service companies, BB Bag and Mask Maven. We are also heavily focused on distribution and currently sell in various chain stores such as Costco, Bed Bath & Beyond, and Rue 21.
What inspired you start the company?
When I was teenager I had bad acne. I tried various western beauty products and none of them worked. Then my friend made me try Korean products and they seemed to help clear my skin. This what inspired to start my company Beauteque.
What differentiates Korean beauty products from American beauty products?
I feel that Korean beauty products are innovative. For example, we sell a peel off lip tint that ensures that the lip color stays on even after eating food. Korean beauty products are also relatively cheaper and tend to focus on both skin care and makeup.
What are some challenges you face?
The biggest challenge I face is with distribution. As a current college student, I am still learning and taking classes related to supply chain. It is quite simple to start your own website and operate one. However, supply chain knowledge and distribution tricks can only be learned through experience. That is why I am very lucky to have my mom at the backend of the business as she has 20 years of business and supply chain experience.
What does the future look like for Beauteque?
We are currently planning to pivot as the B2C market for beauty subscriptions boxes is saturated. Our market has various competitors, and so ultimately our goal is to beat their supply. Our focus is now more B2B where we plan on distributing to chain stores, and we are currently in talks with stores like Forever 21 and Hudson News.
Balancing both college and her business, Elina is a true inspiration for girls out there. Check out her website here: https://www.beauteque.com/