Making Beauty Accessible
Beginning of Chinie’s
Sisters Kanchan Ratnani and Vandana Ratnani set out to change that with Chinie’s, a homegrown beauty retailer making high-performance global beauty brands accessible and affordable in Malaysia.
Selecting the Right Beauty Brands
Every product at Chinie’s goes through rigorous testing before it reaches the shelves.
“We personally try and test each item, alongside our family, employees and local makeup artists. As makeup artists ourselves, we understand the importance of undertones and shade ranges. Inclusivity is key, we ensure no customer leaves feeling excluded,” said Kanchan.
Affordability vs Quality
Many believe lower prices mean lower quality, but Vandana explained how Chinie’s keeps prices fair without compromising on performance.
“We are the importers, sole distributors and official retailers of the brands we carry, eliminating middlemen costs. We also place bulk orders across multiple brands in neighbouring regions to cut transport costs, which benefits our customers and the environment,” she said.
Challenges of Introducing Global Brands
Trust is everything in the beauty industry.
“As young entrepreneurs, we were excited to introduce new brands, but customers were not as quick to share our enthusiasm. They needed reassurance before switching from familiar names,” Kanchan recalled.
Changing Beauty Trends in Malaysia
Over the years, Malaysian beauty trends have evolved significantly.
“There is a massive shift towards skincare-first approaches. People want long-term skin health rather than just makeup coverage. Sunscreens, serums and hydrating products are now essentials,” noted Vandana.
Balancing Physical and Online Expansion
With the rise of e-commerce, Chinie’s has found a way to balance physical outlets and online platforms such as Lazada, Shopee and Zalora.
Commitment to Sustainability
Beyond affordability and accessibility, Chinie’s is conscious of ethical beauty.
“We actively partner with brands that prioritise responsible sourcing and cruelty-free practices. We also focus on clean formulations and minimise our carbon footprint through bulk ordering. We encourage customers to bring back used products for proper disposal,” said Kanchan.
Conclusion
With their keen eye for product selection, customer-centric approach and commitment to ethical beauty, the sisters continue to redefine Malaysia’s beauty landscape, one affordable, high-quality product at a time.
FAQs
* Q: What inspired the founders to start Chinie’s?
A: The founders were inspired to start Chinie’s after discovering high-quality global beauty brands at affordable prices during their travels.
* Q: How does Chinie’s select its products?
A: Chinie’s selects its products through rigorous testing, shade-matching, and evaluation of texture, finish, and performance in Malaysia’s humid climate.
* Q: How does Chinie’s keep prices fair without compromising on performance?
A: Chinie’s eliminates middlemen costs, places bulk orders, and avoids expensive celebrity endorsements to keep prices low.
* Q: How does Chinie’s balance physical and online expansion?
A: Chinie’s balances physical and online expansion by offering promotions, shade-matching services, and online product reviews to cater to different customer preferences.