About 10 years ago, in a tragic turn of events, Karen Lam suffered a severe kitchen accident that left her with third-degree burns covering more than 10 percent of her body. This traumatic experience was followed by two years of skin graft surgeries and physiotherapy, and another two years of battling mental health issues and depression.
“Each scar is a wound that has healed,” Lam reflects, a mantra that sustained her through her recovery.
Lam is a prominent figure in Singapore’s beauty industry, serving as Director of Estetica Group, a company founded by her mother in 1980. She joined the family business in 2003 and took the helm in 2016. Under her leadership, the Group expanded significantly, incorporating a clutch of subsidiary brands, such as ést.lab, Heure, and Verdure, alongside a chain of beauty salons.
Perhaps somewhat serendipitously, her recovery journey wasn’t just about healing; it was also a profound process of self-discovery. Confronted with her own vulnerabilities, Lam began to redefine her understanding of beauty. Scars, she explains, are the antithesis of beauty, going by traditional benchmarks.
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But through her rehabilitation, she came to appreciate the resilience of the human body and the beauty of imperfection – a take on the Japanese concept of wabi-sabi, if you will. “The past 10 years have been an incredible process of self-discovery and I appreciate the unique opportunities. Of course, I still retain some insecurities and feel very self-conscious at times, but I remind myself that I’m still so blessed in many ways.
“The experience gave me a voice in the beauty industry to hopefully inspire people, or to just help them build up their self-esteem through skin confidence. To tell them that our imperfections, scars and all, aren’t just okay – it is what it means to be human. And that there is beauty to be found in that.” This realization became the foundation for her work. Fuelled by passion, she now seeks to encourage others to embrace their own unique narratives.
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- RISING TO THE OCCASION
- FAILURE IS A DETOUR, NOT A DEAD END
- LEADING THE PACK
Rising to the Occasion
Since taking the reins of the Estetica Group, Lam faced the dual challenge of honoring her mother’s legacy while steering the company towards a modern, innovative future. Transitioning from a charismatic leadership style to a more corporate structure proved arduous.
“Being a second-generation leader meant that I was able to inherit a lot of the success built through the years by my mother. But it also meant inheriting a lot of the work culture and traditions that succeeded only by the cult of her charisma and personality,” she admits.
To bridge this gap, Lam enrolled in a beauty course to become an accredited beauty therapist, allowing her to gain the support of many long-serving staff and engage directly with customers to understand their needs.
This hands-on approach proved invaluable. “Better knowledge plus better engagement resulted in better understanding and developing better policies, which in turn led to better innovations and treatments,” she notes.
This strategy led to the introduction of proprietary technologies like the SPHR™ transdermal delivery system that informs the formulations of Heure (a line of serums and moisturizers), as well as the SkAI matrix for ést.lab, the Group’s other science-backed skincare brand. Lam’s commitment to research and development has positioned the Group as a leader in the industry, focusing on clinically proven ingredients that prioritise skin health.
- RISING TO THE OCCASION
- FAILURE IS A DETOUR, NOT A DEAD END
- LEADING THE PACK
Failure is A Detour, Not A Dead End
Singapore’s education system values high achievement; consequently, failure is not an option. Although a product of this system, Lam views failure as a crucial teacher, revealing lessons that success often conceals. She emphasises the importance of creating a culture that encourages experimentation and learning from those failures.
“Every successful product we have launched has been built from the piles of ashes of numerous failed formulations,” she reveals, highlighting the tenacity required in the beauty sector. SPHR™, for instance, took 10 years of R&D – in conjunction with the Agency for Science, Technology and Research (A*STAR) – to perfect.
Her brands, including ést.lab and Verdure (science-backed hair care formulations made from botanical extracts), are designed to resonate with a diverse audience by placing customer needs at the core of their operations.
“Knowing who we are and who our customers are allows us to tailor our offerings effectively,” she explains. This customer-centric approach has resulted in a portfolio that not only meets market demands, but also empowers individuals to achieve their skin goals.
- RISING TO THE OCCASION
- FAILURE IS A DETOUR, NOT A DEAD END
- LEADING THE PACK
Leading the Pack
hurdles has been breaking traditional mindsets within the company and the industry at large. “The beauty industry is often resistant to change,” she says. However, her passion and determination to develop a culture of innovation has led to significant advancements in product development and customer engagement.
When it comes to sustainability, Lam recognizes that the beauty industry’s efforts in this area are often superficial. “Sustainability should extend beyond packaging to include the sustainability of ingredients and manufacturing processes,” she asserts. Under her leadership, the Group has taken significant steps toward responsible consumption, including the introduction of refillable packaging and biodegradable ingredients.
As she looks ahead, Lam is excited about the potential for holistic skin wellness. Recent research has highlighted the link between gut health and skin conditions, prompting her to explore complementary oral supplements alongside topical products. “What you eat can surface as skin irritation or inflammation,” she explains, indicating a shift towards a more integrated approach to skincare.
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Additionally, Lam is committed to expanding the Group's international presence. “We aim to leave an international footprint with our brands rooted in Singaporean innovation,” she states. This ambition is supported by ongoing investments in research and development, ensuring that her brands remain at the forefront of the industry.
Beyond her business achievements, Lam is driven by a personal mission to inspire others. She recently obtained an ICF-accredited Professional Certificate in Coaching, motivated by her desire to help individuals build positive mindsets and self-confidence. “Having benefited from mentors myself, I hope to guide others in discovering their unique narratives,” she shares.
Ultimately, Lam's vision for the Estetica Group is to be recognized for its trustworthiness, innovation, and ability to resonate on a personal level with consumers. “I hope that we will reflect the best qualities of Singapore: Safe, innovative, and cosmopolitan,” she concludes.
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