Meet Minnie Ma

Alright – so today we’ve got the honor of introducing you to Minnie Ma. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, so we’re so thrilled to have Minnie with us today – welcome and maybe we can jump right into it with a question about one of your qualities that we most admire. How did you develop your work ethic? Where do you think you get it from?

My work ethic is something I owe to my family. Growing up, my parents led by example—they didn’t just work hard to make a living, they worked hard to be excellent at what they did. They poured passion and dedication into everything, and that mindset naturally rubbed off on me. They also had this golden rule: ‘Try everything, fail often, learn always.’ So, from an early age, I was encouraged to take risks, embrace mistakes, and treat every misstep as a stepping stone rather than a setback.

On top of that, I grew up surrounded by incredibly talented people—people who were smarter, faster, and sometimes seemed like they had life all figured out. But instead of feeling discouraged, I took it as fuel. Their greatness didn’t intimidate me; it inspired me. I believe success isn’t about outrunning others, but about becoming a better version of yourself every single day.

That’s why, whether it’s work, a project, or any creative endeavor, I throw myself into it 100%. I see it as sculpting a masterpiece—chipping away at the rough edges, refining the details, and making sure it’s something I’m truly proud of. At the end of the day, it’s not just about results; it’s about the process, the adventure, and the growth along the way. And if I trip up? Well, that just means I’m learning something new—again!

Thanks, so before we move on maybe you can share a bit more about yourself?

If you had told me years ago that I’d be leading a beauty brand, I probably would have laughed. Not because I didn’t love beauty, but because my journey started in places that felt light-years away—finance, media, and a world of spreadsheets and breaking news. And yet, looking back, every twist and turn prepared me for exactly where I am today.

At INTO YOU Cosmetics, we’re not just creating beauty products—we’re redefining what beauty means. The industry has long been dominated by narrow ideals, and I know firsthand what it feels like to not fit into those standards. That’s why we’re here to challenge them. Beauty isn’t about conforming; it’s about expression, about discovering what makes you feel your best, whether it’s a bold red lip or a swipe of barely-there color.

One of the most exciting parts of this journey has been watching INTO YOU grow from a bold idea into a brand that resonates with people around the world. From being a top-three lip product brand in China to expanding into Japan, Malaysia, Thailand, Vietnam, and United States and beyond, it’s been incredible to see our message take flight. But for me, it’s not just about numbers or retail success—it’s about the people. It’s the messages from customers telling us they finally feel seen. It’s the moment someone picks up our product and realizes, ‘This is for me.’ That is the heart of everything we do.

We also take pride in breaking outdated perceptions about Chinese beauty products. There’s a lingering misconception that they lack innovation or quality, and we’re here to shatter that myth. Every product we create is a testament to craftsmanship, creativity, and a deep understanding of what modern consumers want.

What’s next? We’re constantly innovating, pushing boundaries, and exploring new frontiers. Whether it’s new product launches, collaborations, or expanding into new markets, one thing remains constant: our mission to make beauty a space for everyone. After all, beauty isn’t a set of rules—it’s a playground. And at INTO YOU, we’re just getting started

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back, three key things shaped my journey: adaptability, resilience in the face of failure, and the ability to see hidden potential. None of these were things I consciously set out to master, but through experience, I’ve learned they are essential for growth and success.”

First, adaptability—the art of embracing change. My career has taken me through finance, media, and beauty, three industries that, at first glance, seem completely unrelated. But if there’s one thing I’ve learned, it’s that being adaptable opens doors you never even knew existed. The world moves fast, trends shift, and opportunities often come disguised as detours. If you’re too rigid in your plans, you might miss them altogether. Instead of fearing change, I’ve learned to lean into it, to explore new possibilities, and to continuously evolve.”

Second, resilience—accepting setbacks and failures as part of the process. Let’s be honest: the road to success is rarely smooth. There were moments when things didn’t go as planned, times when I questioned whether I was on the right path. But I’ve come to realize that failure isn’t the end—it’s just a chapter. Every setback is a lesson, every ‘no’ is a redirection, and even if everything falls apart, so what? You pick yourself up and start again. The ability to say ‘Alright, that didn’t work, what’s next?’ is one of the most valuable skills you can develop. The people who make it aren’t necessarily the most talented; they’re the ones who refuse to quit.”

Third, the ability to see hidden potential—finding value where others don’t. My finance background trained me to spot opportunities, whether in emerging trends, underappreciated assets, or, as I later realized, in people. When I entered the beauty industry, many saw it as oversaturated. Some even doubted whether a Chinese beauty brand could compete on a global scale. But I saw a different picture. I saw an opportunity to challenge outdated perceptions, to create something fresh and meaningful. Spotting potential isn’t just about products or business; it’s about believing in yourself, your ideas, and the people around you. It’s about looking beyond what exists and imagining what could be.”

For those just starting their journey, my biggest advice is this: stay flexible, embrace failure, and train yourself to see opportunities where others see obstacles. You don’t need to have it all figured out—some of the best opportunities come from the paths you never planned to take. Just be open, keep learning, and don’t be afraid to start over when needed. Success isn’t about avoiding failure; it’s about refusing to let it stop you.

Before we go, maybe you can tell us a bit about your parents and what you feel was the most impactful thing they did for you?

The most impactful thing my parents did for me was teaching me two invaluable lessons: the courage to explore and the resilience to start over. They never pushed me toward a fixed path or defined success in a rigid way. Instead, they encouraged me to try, fail, learn, and try again—without fear of judgment or pressure to get it ‘right’ the first time.

Growing up, I watched them work incredibly hard, putting passion into everything they did. But what stood out the most was their mindset—failure wasn’t an endpoint; it was just part of the process. Whenever I faced setbacks, their response was always, ‘So what? Start again.’ That perspective shaped the way I navigate my own journey.

Because of them, I’ve never been afraid to take risks. I’ve pivoted across industries, embraced uncertainty, and chased opportunities that didn’t always make sense on paper. And every time I’ve stumbled, I’ve had their voice in my head reminding me that success isn’t about never falling—it’s about always getting back up.

Their belief in exploration and resilience has given me the confidence to carve my own path, embrace the unexpected, and turn every challenge into a stepping stone. It’s a lesson I carry with me every day, both in life and in business.