Up to now, Lynsey Lim had delicate pores and skin and suffered from eczema.

She was dissatisfied with standard skincare merchandise that contained artificial fragrances as they had been irritants to her eczema. This led her to discover making her personal skincare in her kitchen in her early 20s — a gentler different and private options for her personal pores and skin considerations.

What began off as a do-it-yourself resolution was then made and gifted to household and pals. It was such a success that a number of supplied to purchase extra once they ran out of it, and the phrase began to unfold to pals of pals. Their optimistic suggestions and encouragement impressed Lynsey to stop her job as a banker and switch her ardour into an natural skincare model known as Handmade Heroes.

Impressed by Lynsey’s ardour for pure residing, Handmade Heroes’ vary of cosmetics, skincare, and even hair care merchandise are all-natural, cruelty-free and vegan, with no perfume added.

Utilizing clear elements in her skincare

Lynsey selected the title Handmade Heroes to characterize her skincare model as she needed a reputation that might seize the craftsmanship and care that goes into creating our merchandise.

“The time period ‘handmade’ signifies the meticulous consideration to element and the usage of clear elements in our formulations, and the time period ‘heroes’ displays our perception that skincare can empower people to really feel assured and embrace their very own distinctive magnificence,” she defined.

Picture credit score: Handmade Heroes

Lynsey has embraced this idea in all the model’s advertising campaigns, that includes on a regular basis ladies who encourage customers as heroes in their very own lives — “Heroes like Her”. Just lately, her Malaysia workforce launched a marketing campaign known as The Hero-some Membership to have fun “the facility of self-care and the hero inside every particular person”.

Gaining reputation on-line and amongst celebrities

In 2014, Lynsey started promoting Handmade Heroes merchandise in pop-up markets throughout Singapore and he or she relied closely on word-of-mouth for gross sales and advertising.

However quickly, Lynsey discovered that most of the pop-up market distributors round her had been increasing their enterprise with Amazon. So later that very same yr, she arrange her enterprise on Amazon to enterprise into the abroad market and construct a world model.

The rising reputation of vegan skincare, together with Handmade Heroes’ wallet-friendly costs, led the model to grow to be one of many high skincare selections on Amazon for customers worldwide, particularly amongst Gen Zs.

Again then, the pure skincare selections out there in the marketplace had been so costly, and I didn’t need the worth to be a stumbling block for younger folks in search of pure vegan skincare. – Lynsey Lim, founder, Handmade Heroes

In 2016, Handmade Heroes’ Cocolicious Luscious Lip Scrub grew to become one of many high 10 lip scrubs on Amazon. It was additionally ranked first on the positioning’s Finest Vendor listing in Lip Scrubs in 2019 with over 18,000 evaluations, and it has stayed in that place until at present.

Moreover, its dry shampoo has been ranked within the high three in its class on Amazon.com.

With the worldwide magnificence trade embracing clear magnificence, Handmade Heroes gained notable recognition and assist from notable Hollywood celebrities.

Lily Collins, recognized for her position in Emily in Paris, featured a Handmade Heroes product in her Magnificence Secrets and techniques video with Vogue, the place she shared her skincare routine. Sonequa Martin-Inexperienced, recognized for her position in The Strolling Useless, additionally showcased the model’s product in her Nighttime Skincare Routine video with Vogue.

“It was really a second of pleasure and validation for us to have these celebrities use our merchandise of their on a regular basis routine,” Lynsey stated.

Units up manufacturing facility in Malaysia to deal with surging orders

As gross sales grew for Handmade Heroes after launching on Amazon, the model was confronted with the problem of increasing its operations.

Lynsey and her husband might hardly meet the surging demand on their very own, however in addition they needed to search out the best suppliers and companions who aligned with their dedication to utilizing high-quality elements and sustaining strict manufacturing processes.

As such, in 2017, Handmade Heroes arrange a manufacturing facility in Malaysia, transitioning from a two-person workforce to a extra skilled operation.

By having management over our analysis and improvement, provide chain, manufacturing, and high quality management, we’re in a position to keep the integrity and excellence of our merchandise. – Lynsey Lim, founder, Handmade Heroes

Picture Credit score: Handmade Heroes

Nonetheless, to uphold the very best high quality and moral requirements for her merchandise, Lyndsey was confronted with a brand new hurdle: making certain that each product was Halal-certified, GMP-approved, and dermatologically-tested.

She determined to have interaction with Fulfilment by Amazon, which freed Handmade Heroes from the trouble of order choosing, packaging, supply, customer support and different duties. This saved the enterprise 120 manpower hours per week and allowed Lynsey to deal with perfecting the manufacturing course of, in addition to fixing the day-to-day operational challenges of the enterprise.

Handmade Heroes additionally needed to refine its merchandise to swimsuit the various wants of various markets. As an example, because the local weather in most components of the US is colder than in Singapore, Handmade Heroes changed the coconut oil within the lip scrub, which tends to harden in colder temperatures, with jojoba oil in its merchandise for American customers.

Handmade Heroes finally hit seven-figure gross sales in 2020 and 2022.

Driving on the wave of success, Lynsey stated she is at the moment constructing a second manufacturing facility in Malaysia. She additionally plans to additional develop Handmade Heroes into markets corresponding to Europe, Australia, and the Center East via Amazon, whereas additionally engaged on some upcoming new launches within the pipeline.

Function picture credit score: Honeycombers / Handmade Heroes