Waking Sleeping Beauty

Elaine Too, managing director of Shiseido Malaysia, has shattered the glass ceiling and brought this Japanese beauty brand back to life.

- Julie Cooper

Beauty, poise, style and grace; from her striking red lips to meticulously lined eyes, everything about Shiseido Malaysia’s Managing Director Elaine Too is impeccable. She’s been in the beauty industry for more than two decades, juggling home life (she’s a wife and mother to three girls) while climbing the corporate ladder. And somehow, she’s made it all look effortless – something she credits not only to working hard, but also to building her own brand.

“Working hard is one thing, but to be heard and seen is also very important,” Elaine says. “You must be the marketer of yourself in order to establish the trust, respect and support internally and externally before you can market the company, people, brands and product line-up under your care. I am a strong advocate for standing out and not standing in line.”

A self-professed “beauty-centric” person, Elaine certainly knows how to sell herself. With her charming yet take-charge demeanour, she offers the total package of brains and beauty. This has been her secret weapon, empowering her to get ahead in her career and shatter glass ceilings.