Prof Datin Dr Clara Chee, Founder & Chairman of Clara International Beauty Group certainly needs no introduction. Her reputation already precedes this formidable lady who despite her petite frame, is a legend ahead of her time.

Setting her sights on equipping her company with the vision of being “The Trusted Name in Beauty”, having founded her company in 1977, she has not waivered from her mission of her brand being the leading Asian Skin Care specialist with over 50 branches in Asia.

What she has achieved is certainly no mean feat especially back in the day when women were mostly subjected to a domesticated role. However, listening to her waxing lyrical about her mother whom she considers her role model, one gets a sense of her being a descendant of an incredible lineage of courageous women ahead of their time.

“My mother was an educated Indonesian Chinese while my mother’s father was in the shipbuilding industry. Later, she migrated to Singapore and married my father, a Malaysian Chinese. She kept on instilling in me during my upbringing, that I must travel to see the outside world to gain exposure of the advancement of the various industries and be a professional someday, as most of her brothers and sisters were pilots, school heads and successful professionals,” she recalled.

Treasuring her mother’s advice, she set out to make her mother proud by carving her own niche in the health wellness and beauty industry while merging technology into the organisation so as not to be left behind.

Segmenting the brand’s core business to include her revolutionary herbal skin care products with proven results, there is also the comprehensive beauty salon with natural treatments. In addition to this, her group also conducts professional training and certification with her aesthetic college, Research & Development (R&D) initiatives besides undertaking contract manufacturing and franchise development.

Standing strong in the beauty industry with more than 50 years of experience, Clara International has successfully expanded its business with its comprehensive franchise

business strategy and business partnership, to more than six countries including Malaysia, China, India, Philippines, Myanmar and Brunei backed by 50 beauty outlets worldwide. Clara International’s range of skincare beauty products are developed through intensive R&D procedures and manufactured in its own state-of-the-art manufacturing plants in Malaysia and China.

Apart from being well-known for its beauty centres, Clara International has its own Clara International Aesthetic College which is the first and only beauty college recognised by the Ministry of Higher Education. The beauty college which is equipped with the latest beauty technology was established with the aim of educating and training individuals to be professional aestheticians of international standards.

Woo Wee Kang, Chief Executive Officer of Clara International Beauty Group who oversees the overall management of the company said that receiving the Brand Legend – 50 Years awards would spur them towards even greater achievement.

“We are honoured and deeply appreciate to have received the Brand Legend Awards. Being the pioneer in the modern aesthetic industry, we are very thankful for the industry for giving us the recognition. We can only have achieved what we have today with all the public trust and support,” he said crediting his mother for her vision.

The journey she agreed, has altogether been great with her expressing her heartfelt gratitude for the good relations established with ongoing support from stakeholders in which she hopes to continue to reinforce the legacy of being the “Trusted Name in Beauty” even as she continues to champion the aesthetic industry to be a professional and well-recognised field at large.

“Recognition too must be credited to the people who built Clara International to what we are today. As we all know, an organisation’s asset are its people. Many of our management, staff and advisors who worked hard and were together with us for over 50 years – are still with us.

“We truly appreciate all of them for standing with and by us for so many years. This award is also a tribute to all their contributions to Clara International,” she added. While initially, the focus was on the beauty aspects just like other salons, she discovered in time that this was simply not enough. Needing to be progressive in making the right decisions – the company has not stopped just at setting up salon or retail outlets but has mobilised an entire value chain spanning retail, R&D, manufacturing and education so that it remains relevant to diverse areas of the aesthetic industry.

“This propelled us to be involved at all levels of the industry from the training of the professional aestheticians to products and even entrepreneurship for aspiring bosses.

With the multiple opportunities created, we feel the satisfaction of giving to the community and society a gateway for beauty that they can find safety and trust in,” she added.

This long journey has brought the brand safely to where it stands today. Unfazed at what lies ahead, she believes that there are many more areas that require her attention and opportunities in which she can continue to be involved in to bring “further progress to the aesthetic industry.”

Still A Sunrise Industry

Crediting skincare as being a sunrise industry, she believes that the near future is bright, holding many more opportunities for the future generation to come.
Imparting nuggets of wisdom to aspiring entrepreneurs, she advised them to have a “Built To Last” mentality with a “never-give-up spirit” combined with “driving force and a spirit of passion” in which every obstacle can all be overcome.

“This may even mean to go back to the roots of our origins or to downsize and revitalise the business. And, as per our philosophy of obtaining trust in our people, we must also put the interest of the public first. We are embarking on a journey of instilling natural, safe and effectiveness in all our products, services and training (modules). Ultimately, it is not up to us to “Build to Last”, but rather it is its users and customers which gives the brand the chance and reason to endure,” she said.

Wise words coming from this seasoned lady in overcoming adversity. In parting, she shared that this period for Malaysia is very crucial, given the nation is facing “a double tsunami of the global economic crisis and the post-pandemic situation of recovery”. “Clara International is again rising to the occasion by taking the challenge in our stride,” she added stating that this is not the first crisis faced by Clara International in its past 50 years of history, in which the company has already built in place various measures previously.

“While the recession and pandemic may affect many retail businesses, Clara International is an established brand and product with an established loyal and steady network of customers who require our product and services whatever the economic outcome.

“We have also, in keeping with the trends, moved onto the online sales platform and e- malls to market our products. We have also embarked beforehand – expanding to other markets and countries such as India and China which will always have a sizeable market due to their population size and hence the market for our products and services there,” she said offering us a glimpse into the strategy for the future.

Being involved in TCM practice as well as health & wellness besides bio-
technology with another sister company called Persona Kosmetik Sdn Bhd, she is also promoting a series of formulations for intimate issues, haemorrhoid, psoriasis, traveling sickness capsules as well as special eye cleansing lotion to overcome eye tiredness, dry eyes, floaters, prevention of cataract and muscle pain relieve lotions.