Alright – so today we’ve got the honor of introducing you to Carmen Cheng. We think you’ll enjoy our conversation, we’ve shared it below.
Carmen, we are so happy that our community is going to have a chance to learn more about you, your story and hopefully even take in some of the lessons you’ve learned along the way. Let’s start with self-care – what do you do for self-care and has it had any impact on your effectiveness?
Amid the hustle and bustle of Hong Kong’s busy streets and towering skyscrapers, I grew up in a family that seamlessly integrated traditional Chinese medicine into our daily lives. From a young age, whenever I experienced common ailments like colds or headaches or the stress of schoolwork, my mother would reach into our kitchen’s modest medicine box to retrieve herbal remedies. In those moments, our home would be filled with a special warmth and comfort, a serenity brought about by the distinct aroma of Chinese herbs.
My mother always taught me that treating an illness was not just about alleviating symptoms but addressing the root cause. She would carefully prepare medicinal meals for me, teaching me how to prevent diseases through body conditioning rather than relying on pills for quick fixes. This upbringing allowed me to witness the wonders of Chinese medicine and acupressure firsthand, not just as treatments but as a philosophy of life—the art of wellness.
I remember a time when I was struggling with digestive discomfort due to too many late nights. My mother performed acupressure on me, and the warmth from her fingertips seemed almost magical. It not only relieved my discomfort but also deepened my appreciation for the power of Chinese medicine. The human body is home to over three hundred acupoints, each harboring its own life force. Learning about and caring for these acupoints felt like holding the key to unlocking true health.
As time went on, I witnessed numerous success stories of long-term health and wellbeing achieved through the use of Chinese herbs and acupressure. These experiences not only influenced my views on health but also ignited my passion to share this ancient wisdom with a broader audience. I believe in prioritizing prevention over cure and view traditional Chinese medicine and acupressure as a bridge between the past and the present, tradition and modernity.
This is why I founded Yùmei, to bring this nurturing approach to wellness into more people’s lives. My brand is dedicated to translating the rich, traditional wisdom of TCM into a contemporary philosophy of wellness. Through Yùmei, I aim not just to offer unique and effective products, but more importantly, to instill in everyone the deep-seated warmth and tranquility that comes from nurturing both the mind and body.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
I am Carmen Cheng, a beauty aficionado who graduated Summa Cum Laude from the Savannah College of Art and Design on June 1st 2024, with a BFA degree in Business of Beauty and Fragrance. My education at SCAD equipped me with extensive skills across product development, marketing, social media strategy, and creative direction, covering all beauty categories including skincare, makeup, haircare, and fragrance. This comprehensive foundation allowed me to launch my own bodycare brand, Yùmei, which innovatively merges Traditional Chinese Medicine with contemporary wellness practices.
Driven by a passion for transformative marketing strategies, I excel at elevating beauty products to market leadership through innovative and holistic approaches. As the Founder and driving force behind Yùmei, I take on multiple roles—from CEO and Creative Director to Marketing Strategist and Stylist. Watching my vision come to life, with the support of an outstanding team, is truly a dream come true. I am deeply grateful for their dedication, which has enabled me to learn and grow. Our work spans branding, product design, photography, film, web design, and retail space planning, acquiring these diverse skills has been an exhilarating challenge. Building Yùmei step by step has not only been a fulfilling journey but also a testament to the strength and resilience fostered through such a comprehensive role.
My leadership at Yùmei has refined my ability to spearhead cross-functional teams, promoting a spirit of collaboration and driving brand growth through strategic, enterprise-level initiatives. I continually deliver strategic-driven research, consistently finding whitespace to stand out in the competitive market, ensuring that Yùmei not only meets but exceeds the expectations of our community.
YUMEI: MERGING TRADITIONAL WISDOM WITH MODERN SCIENCE
Yumei blends the timeless wisdom of Traditional Chinese Medicine (TCM) with modern science in a holistic body care philosophy that nurtures both the inner self and outer beauty. Our approach transcends superficial beauty treatments by integrating age-tested practices.
OUR INGREDIENTS
Traditional Chinese Medicine is renowned for its health and regenerative properties. Inspired by this ancient knowledge, we asked ourselves: If medicinal herbs can benefit the body internally, how might they transform the skin?
As pioneers in TCM skincare research, we’ve developed innovative methods to deliver these legendary benefits directly to your skin.
CREATED BY YÙMEI
At Yùmei, our products are innovative works of art, blending Eastern aesthetics with modern sensibilities. Each item reflects a minimalist, sophisticated expression of timeless beauty, deeply rooted in a heritage that spans millennia. Our packaging is inspired by Traditional Chinese Imperial Architecture, featuring the 26.34-degree angle of ancient eaves, echoing the elegance of China’s historical landscapes. These modern vessels carry the legacy of ancient wisdom, preserved within beautifully crafted jars to nurture human health across eras.
Through countless experiments and over a hundred iterations, we have crafted a brand and products that stand the test of time, embodying the enduring principles of TCM.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
First and foremost, never be afraid to meet new people. You must expand your circle and be willing to listen to others’ stories. Find solutions in those discussions and always look for the “white spaces.” Don’t just think about entering a market that’s already saturated. Instead, focus on gathering data and firsthand information, or even go out and talk to people to understand their needs. Understand what difficulties people are currently facing. For example, simply flipping through the customer feedback comments on shows can reveal what some beauty products fail to meet. When they voice complaints, that’s your cue to discover an untapped market segment, or continually engage in social media to understand what people are complaining about or what kind of products they need. You can then find the white spaces or an untouched market to meet their true needs.
Moreover, do what you love, and try to move yourself first, because only then can you move others. Tell everyone your story; the power of your personal narrative is linked to your brand, and you might never imagine how impactful it can be. Also, do not be afraid of meeting people because they might be the ones who can help your brand. This lesson became evident to me during my university days as I interacted with students from different faculties. This led to the success of my brand because I needed industrial designers to help with product packaging research and development, graphic designers to assist with the visual identity of the brand, and interior designers to work on the retail and pop-up store designs. I also needed to work with filmmakers and creative directors to bring my brand commercials to life, and to learn about the entire supply chain and ingredient development from professors with years of industry experience. So, thanks to meeting different people, my brand was able to come into existence.
So, do not be afraid to start a dialogue and learn from others. Being willing to learn and having constant perseverance is very important. If you keep learning, even if it’s outside your comfort zone, you will definitely benefit from others. Even if it’s a completely new field, when you are willing to learn, you will learn more.
Lastly, do not let some fixed frameworks confine the path you want to take. Live your own path. We are not everyone who must enter some prestigious universities, get good grades, then can work to earn a high salary. You can also pursue your dreams and venture out once. If you dream and want to start a business, I highly recommend you not to give up. Really try to find that group of people who are willing to support you, find talented professionals, and those willing to invest in you. And you must be prepared to manage all aspects and evaluate them confidently. Life is only lived once, we can take different paths and share our stories with others and truly help solve their problems, which is a feeling of great success. The hardships will appear, but when you look back, everything is worth it. Do not be afraid of failure, in failure continuously strive to find solutions to solve problems and grow. Just like our brand, even if it’s packaging design, we have tried over 30 or 40 times. We keep building models, then 3D printing, then continuously failing, then continually tweaking even if a 0.1mm error could lead to the entire structure collapsing. We have to keep trying and modifying and then designing the perfect angle that tells a story. You only see the beautiful packaging, but behind it is a group of dreamers designing the perfect solution. Every smile in an advertisement, behind each one is sweat and effort, continuously striving to make it perfect. These are all through the photos unseen. Some say 90% of the content on social media is fake, those happinesses, behind them are actually all the hardships that no one knows, but doing these things is really meaningful.
In summary, keep pushing boundaries, learning, networking, and staying true to your vision. The path less traveled often leads to the most rewarding destinations. Don’t fear failure; embrace it as a stepping stone to success. In the end, the effort you put in, even when unseen, adds meaning and value to your achievements.
(Contributors)
A LIFE WITH YÙMEI 💫
Industrial Designers: Heron Tang, Junhao Hu, Jingwen Chen, Yunhan Liu
Graphic Designer: Fon Limsomwong
Film Director: Nils Behrend Mourato
Film Art Director: Matias Gomez
Director of Photography: Francisco Micheli
UX Designer: Fionalene Tan
Interior Designers: 刘泽炜, Xinyi Li
Illustrator: Varsha Vasudevan
MUA: Kai Cameron, Sophie Stanley Hair Stylist: Katie Fritsch
Founder/CEO & Project Manager: Carmen Cheng
Talents: Lenny Xu, Jordan Spaulding, Melissa Chiriboga, Katy Fenton, Flavia Marinkovic, Blade Buwan, Cydney Williams, Kristine Zhou, Nina Dobiszewska
One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?
We are on an exciting journey with our brand, Yùmei, which emerges from more than two thousand years of Traditional Chinese Medicine (TCM) wisdom. As we continue to develop our unique offerings, we are looking for partners who share our passion for holistic health and beauty from the inside out. We’re seeking manufacturing partners who understand the intricacies of herbal medicine and the various regulations, and who are enthusiastic about learning and embracing our cultural ethos to help take our brand global.
Additionally, we are in need of distribution partners to ensure that our skincare products reach consumers safely and in compliance with all regulations, particularly focusing on making a significant impact in the U.S. market. While we have a talented team handling our design and creative needs, our current goal is to strengthen our capabilities in production and market reach.
Guided by our core mission, we strive to create products that embody the spirit of TCM, enhanced by cutting-edge scientific research. This dedication is reflected in our ongoing efforts to collaborate with partners who share our respect for nature and commitment to enhancing life through wellness.
If you are passionate about contributing to a brand that values thorough, culturally rich beauty and wellness solutions and are looking for an opportunity to support a brand with a global vision, we would love to hear from you. We invite you to join us in this rewarding journey to not only grow a brand but also to make a tangible difference in people’s lives through our products. Please reach out to us to explore how we can collaborate and thrive together.
Warm regards,
Carmen Cheng
Founder, Yùmei
Contact Info:
- Website: https://www.canva.com/design/DAF7b949Nzc/S2dkFKQFO0dkcmqmBUibww/view?utm_content=DAF7b949Nzc&utm_campaign=designshare&utm_medium=link&utm_source=viewer
- Instagram: https://www.instagram.com/carmenbeauty__/
- Linkedin: https://www.linkedin.com/in/carmen713/
- Other: Yùmei Instagram: https://www.instagram.com/yumei_bodycare/ Personal Instagram: https://www.instagram.com/carmen__km__/
Image Credits
Photographers: Isabella Bolaños, Nisha Pradeep, Kaibo Yun
