NATURAL Founder:
Xie Lamei, a woman who always meets beauty and delivers Selfless love.
“Only love and dreams cannot be disappointed“
Regarding her experience in the beauty industry, Xie Lamei said smilingly that she was kind of professional because she was major in polymer chemistry at university and got into the fine chemical industry very early. The following series of encounters must be due to her persistence and courage in love. She and her husband, Litong Chen, were classmates at university. To protect their love, they gave up the work assigned by the university, came to Guangzhou together for work, and became the first batch of workers from the Guilin University of Technology. The reason for choosing Guangzhou is simple, it is for love, for changing lives, and for dreams.
“ We decided to go to Guangzhou for a job together in 1997 before graduation. professors cannot understand why we gave up the opportunity that was a very good distribution at that time. We still chose to believe in each other in the end.”
Opportunities and challenges coexist in large coastal cities. After graduating in 1997, Xie Lamei successively engaged in the research and development and production management of high-end makeup products in a large-scale Taiwan-funded makeup company and a multinational French-funded cosmetics company. She fell in love with the industry that can bring beauty and self-confidence to thousands of women over a period of time, and her pursuit and perseverance in a beauty career are awakened.
She has spent 6 years, from assistant to the person in charge, accumulating her life experience. In 2003, Xie Lamei started her own business to set up a world-class national enterprise adhering to the belief of spreading beauty and creating beauty for more females. So, Guangzhou Natural Beauty Cosmetics Co., Ltd was born.
“The initial positioning of Natural Beauty Cosmetics was to make professional makeup because the two companies I worked served for high-end brands. I kept using good raw materials for products since I was an engineer and it has become the habit of picky on research and development.”
At that time, cosmetics were mainly from Hong Kong and abroad, with the considering why not create a make-up brand that is not only comparable to international big names but also affordable to the public, she started preparing her first “child”. After repeated R & D and experiments, MAKE UP FOR LIFE, the first cosmetics brand of Natural Beauty was born.
Excellent quality with affordable price, we will provide Chinese consumers with high-cost performance products. Xie Lamei began to participate in beauty fairs with MAKE UP FOR LIFE in the second year, and it surprised her so much that the quality was highly recognized by foreign customers at the first exhibition. From then on, MAKE UP FOR LIFE went out of the country and headed for the world.
She has spent 16 years launching her business which has been expanded from the initial 3 employees to nearly 300, from a small workshop to two modern factories with world-class standards, from beauty to health, from China to international. Natural Beauty Cosmetics has spent 10 years being one of the best professional makeup brands in China. And it takes 16 years to win the trust and support of customers in more than 60 countries around the world. From basic makeup to skincare makeup, she makes innovations in makeup with creativity.
Xie Lamei admits that as an engineer, she deeply realized the importance of patented technology for the development of a brand. Therefore, Natural Beauty Cosmetics started establishing its production base during the progress of the first brand preparation.
As a developer of make-up, Xie Lamei believes that in addition to adherence to quality, the most important thing is to know the trend and keep innovating continuing. She spends one season each year researching by visiting global beauty and cosmetics markets, Hong Kong, Dubai, Italy, France, Australia, New Zealand, United States, Japan and South Korea, Switzerland, and Thailand…she is so willing to visit different exhibitions and markets to catch the latest trend for the beauty industry to keep brands from Natural Beauty Cosmetics stay in the leading lever in the world.
Natural Beauty Cosmetics set a goal to make healthy skincare makeup 3 years ago, so in the following two years, new products were launched on the market after countless experiments and formula improvements led by Lamei Xie and Litong Chen. It is innovative healthy skincare makeup product.
During the 20 years after graduation, Lamei Xie has been focusing on the research and development of make-up, while her husband has been focusing on R&D and production management of high-end skin care products. It is just like two parallel lines in their careers but when they meet to come out with healthy skincare makeup products. Seeing quality as important as life, she has fought for product development day and night; she has personally tested every new product to ensure that would surprise customers. Besides, to make sure all products meet international standards like FDA and SGS, she selects global imported raw materials, conducts in-depth cooperation with Naolys, an internationally renowned raw material supplier, and joins hands with outstanding research and development team to open up a new field of healthy skincare makeup innovatively
“In the very beginning, we might only focus on color and makeup effect, safety and durability of products. But for now, in addition to meeting basic needs, we pay more attention to the concept of skincare makeup. Therefore, more than 20 kinds of plant extracts, such as oligopeptides, Egyptian blue water lilies, Sequoia Chinensis, and French jasmine, are selected for makeup products to fulfill the requirement of skin maintenance.”
“Adhering to the spirit of artisans, building a century-old enterprise“
Setting aside a quarter of time each year to study and exchange abroad has become a trouble-free trip for Lamei Xie. She just returned from trips to Japan and South Korea which impressed her a lot that many companies in Japan are not so large, even just own a store, but they have a long history of at least 50 years.
Century-old enterprise is a word we can hear often, but many people may get lost as time went by. It is worth learning from Japan which takes customer service in the first place, regarding quality as a company lifeline, making a century-long tradition of craftsmanship.
In her opinion, the hardware of Chinese manufacturers is good enough to reach the advanced lever worldwide that much better than most countries. In the case of the beauty industry, the gap is more about refined management, quality control, and employee training.
With the involvement of the Internet, consumers’ awareness of beauty is improving so that demand upgrading and become picky on products which push the whole beauty industry to develop in a more standard and standardized direction. The rise of the national fashion trend will surely introduce several domestic brands to the world with high quality and high cost-effectiveness that are comparable to international big brands.
“I do believe this is a resolution of Chinese cosmetics to go aboard, as an engineer with the original intention, we are full of confidence. In the future, Natural Beauty will keep walking on the way of professionalism and exquisite, keep creating value for customers who keep following.
Love, beauty, and creation are unlimited. As a communicator and practitioner in the beauty industry, Lamei Xie always guards thousands of beauty lovers with her professionalism. As a businesswoman, she bears more social responsibility and strives to make the brand bigger and stronger.
