Alright – so today we’ve got the honor of introducing you to Belinda Lau. We think you’ll enjoy our conversation, we’ve shared it below.
Belinda, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?
My work ethic comes from my immigrant parents. Before I was born, my parents immigrated from Burma (now Myanmar) to Vancouver, Canada. They arrived with just $14 in their pockets and built a life and family from that. Because we had very little, my parents opened a gift shop in the city, where they worked every single day. And that shop is where I grew up. Whenever I wasn’t in school—on weekends and during school breaks—I was in the shop alongside my parents and siblings, all of us working to make a living.
Naturally, no child wants to work when their friends are out playing or attending sports or music lessons, so I dreaded going to the shop. Whether cleaning the stockroom or helping my mom make marketing signs, I would daydream of a very different life. It wasn’t easy work, but it was what my family needed, and now, as an adult, I recognize the valuable lessons I learned from working at such a young age.
I also saw my parents and family working tirelessly every day to create a better future for all of us. My mom worked constantly at the shop, taking only one day off to spend with us. On those days, she would take us to the mall to walk around and get a hot dog. It wasn’t much, but those are some of my fondest memories. She taught me the importance of focus, hard work, ignoring negativity, and believing in yourself. She also showed me what it means to be a working mom while raising young kids. These are lessons I apply to my life every day, now as a mother and business owner myself.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
I’m a biomedical engineer, and I spent over 15 years in the medical device industry developing life-saving products, from insulin pumps for people living with diabetes to spinal implants. It was work I loved and felt deeply passionate about.
However, after having three kids and building a rich career, I began wondering what was next for me. For some context, my father was an entrepreneur who owned several companies and most recently ran a successful luggage company. Sadly, he passed away from cancer when I was just 24. As I got older, I started reflecting on how I wanted to spend my time, as my father had very little time on this earth. Did I want to continue working for a large Fortune 500 company, or create something meaningful on my own? That question lingered for years.
One day, my husband, Dr. Casey Lau, DDS, noticed my lack of fulfillment and suggested, “Why don’t we start something together in the dental field?” With my background in medical devices and his 20+ years of experience as a dentist, it felt like a natural fit for us to make a difference. That’s how ELIMS started in 2019.
ELIMS (which is ‘smile’ spelled backward) is a sustainable oral care brand focused on clean ingredients and science-backed products, all housed in eco-friendly packaging. Products that actually work and are eco-friendly may seem like a no brainer these days, but strangely, it did not exist back in 2019. Casey and his dental colleagues noticed that patients using “natural” or “eco-friendly” oral care products often had more dental issues. At home, with our three kids, we also saw how much single-use dental waste—like floss picks—was being thrown away. We knew we had to take action.
ELIMS was born out of the need for more effective, science-driven oral care products that use clean, food-grade ingredients without harming people or the planet. Since launching our first product in 2021, we’ve achieved double-digit growth, and we’re just getting started.
With everyone on the planet needing oral care, the potential impact for improving dental health while reducing waste is huge. We’re constantly developing new product ideas that align with our mission of creating a healthier, more sustainable world.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Being an entrepreneur and running your own business is not for the faint of heart! Here are the top three qualities I’ve relied on most as an entrepreneur:
Resilience: Owning a business means facing a lot of unexpected challenges. At times, these issues can weigh heavily on your heart, mind and body, and there have been moments when I wanted to give up. But like any hardship in life, I take a moment to reset, then move forward by focusing on small, manageable steps.
Humility: Before starting my own business, I felt confident in my expertise and experience. I thought I “knew it all”. But entrepreneurship quickly humbled me! Suddenly, I felt (and still do) like there’s so much I don’t know, and I’ve had to learn everything anew. Being humble has allowed me to set aside my ego, enabling me to learn and grow.
Daydreaming: As a kid working in my parents’ shop, I used to daydream about a different life—being the most popular girl in school or having a cute boyfriend. As I grew older, those daydreams turned into brainstorming business ideas and solving problems. To this day, my best ideas come to me when I’m driving alone or taking a walk to clear my mind, preparing myself for what’s ahead.
How can folks who want to work with you connect?
Here’s a tidied-up version of your text:
ELIMS has been in the market for three years, and I’m thrilled to reflect on our journey and the growth of the business. Reaching this milestone is significant, especially considering that over 60% of businesses fail within their first three years.
I truly believe that none of our success—or survival—would have been possible without the support of the teachers, mentors, and advisors who took the time to guide us. As we move into the next growth phase of our business, we’re actively seeking other entrepreneurs, particularly in the CPG space, as well as mentors who can offer advice and wisdom. If you know anyone who would be a good fit, please don’t hesitate to reach out!
Contact Info:
- Website: https://elims.co/
- Instagram: https://instagram.com/elims.oralcare
- Facebook: https://www.facebook.com/ELIMS.oralcare/
- Linkedin: https://www.linkedin.com/in/belindaleelau/
so if you or someone you know deserves recognition please let us know here.
