The Secret Behind 'For Beloved One's' Constant Innovation

Riding on the Success of Its Revolutionary Bio-cellulose Mask, For Beloved One’s Founder Margaret Wu Talks About the Masking Culture in Asia and Inspiration for New Products.

- Jenine Oh

For beloved one, a Taiwan-based skincare label that is one of Asia’s leading cosmeceutical brands, was the first to introduce the bio-cellulose — a material made from FDA-approved edible bacteria and now used by many other brands — mask to the market in 2003. For Beloved One’s founder Margaret Wu, a veteran beauty editor of close to 20 years, came across the brand’s iconic material during a visit to a biomedical lab for ‘second skin’ research. This material was used on burnt skin and for cardiovascular repair. Wu’s depth of knowledged on the beauty industry and deep understanding of Asian consumers’ needs led her to spearhead her now internationally recognised beauty brand and its hero product, the face mask.

Wu believes that beauty is not only about pleasing the aesthetic senses, but rather about improving the skin’s foundation. “Skin is the biggest organ, which protects us as a whole and resists interference from the outside including pollution, drastic temperature changes and humidity. Therefore it is our responsibility to maintain good skin. It’s more than aesthetic, it’s important for our whole well-being”. The brand’s motto, “For Beloved One cherishes every women in the world”, says it all. Wu stands by the quality of her products and believes that that is the key reason her brand is so wellreceived in both the Asia and global markets. Her constant efforts to improve on quality bear witness to the numerous international beauty awards her brand has garnered. Here, we delve deeper into the ethos of the founder and her brand.

JENINE OH: What prompted you to start your own skincare brand?