The bold and the beautiful

She’s young, brainy and beautiful. Social media content creator and medical professional Zoen Tay is a successful skincare entrepreneur who launched her own brand during the demanding years of medical school. She shares with Nafeesa Saini about how Zyu Skincare aims to change the status quo, and the joys of marriage.

Not many would launch a business during the demanding years of medical school – much less during a pandemic. But Zoen Tay is not one to limit her aspirations. She founded Zyu Skincare in December 2019 while in the thick of her studies. And as if her plate wasn’t already full, she is also a social media content creator.

Zoen’s entrepreneurial drive and passion for skincare stem from her upbringing as the daughter of beauty entrepreneurs who operate their own spa. Together with her medical training and loyal following, starting Zyu Skincare was a no-brainer.

“It was 2019 and I was in my third year of medical school. Zyu was a passion project. My parents have been in the beauty industry for the past 30 years, so I learnt a lot from them and have a baseline knowledge of beauty and skincare products,” she says.

Zoen also emphasises that her brand serves as a platform to pass on the skincare knowledge she has inherited to a new and diverse audience. “My parents are not very tech-savvy. They don’t advertise online. They work through word of mouth, and already have a group of their regular customers. Since they don’t market their business, I figured that launching my own online brand would let me spread their knowledge and reach different age groups.”

When asked about the lessons she’s gleaned from her parents, Zoen mentions that she consults them for advice on product formulations and customer relationships. “They guide me, because they’ve experienced it all. They have also imparted a ballsy attitude to me and gave me the confidence to start Zyu. Without them, I wouldn’t have had the guts to launch the brand because there was so much on my plate.”

In December 2019, with the help of a small team of five, she launched a single product of the Antioxidant Night Mask. She recounts, “I didn’t know where the brand was headed then, but the mask was well-received. My whole brand is centred around being effective so I wanted it to be a product that would deliver next-day results. Having tried so many different products, I wanted to create something that would impress. I made my whole team try it out for six months to a year. To me, the products being effective is very important. The rest is secondary.”

The second product was launched during the Circuit Breaker, and now, the brand has expanded to eight essential items. Zoen stresses that the key to product efficacy is the prioritisation of ingredients. “People are very educated about skincare now and read every ingredient listed. That’s what I focus on at Zyu: the ingredients and the science behind them.”

The challenges that she faced came from managing her time. “Starting the business here in the middle of school, and having to fly back to Sydney for my studies was crazy. But on the flip side, I got quite a handful of Australian customers. When the brand grew in popularity, I didn’t have the manpower to cater to a lot of things. I had to expand quite quickly, so that I could cater to the needs and demands,” she explains. “With my day job, it can get difficult juggling things, but it gets me excited. I don’t mind having meetings after work, because talking about it and planning for the future gets me excited. I don’t think of Zyu as additional work. For me, it’s something that I really enjoy.”

Zyu Skincare is now focused on widening its reach. Zoen highlights the evolving trend whereby the preference for skincare products from overseas has given way to a growing interest in local alternatives. “I want to show that the local skincare market is also as good if not even better than the ones from abroad. Products from overseas tend to be made for different climates and skin types. No one knows our skin better than Singaporeans who are creating the products ourselves.”

In the long run, Zyu also aims to expand its presence to regional markets. Meanwhile, Zoen credits her husband and co-founder, actor Joshua Tan, for his invaluable support in running the business. “Having founded it in the middle of university, going abroad and now going full steam ahead with my career, Josh has helped so much.”

From handling shipping concerns to product management and online subscriptions, Joshua ensures that all operations run smoothly behind the scenes, enabling Zoen to focus on product innovation and brand development.

Their courtship and marriage appear rather unconventional in this day and age. The pair, who are seven years apart, tied the knot in December last year when Zoen was 25 years old. Reflecting on their union, Zoen acknowledges the curiosity it sparks, as most of her peers are only beginning to consider the possibility of marriage. “Being so young when I first met Josh, the thought didn’t occur to me as I was busy with medical school. Then, I got engaged at 22. Things happened fast.”

Both being driven and occupied with their careers, with Josh recently starting his own production company, their attention is centred on work, their daily routines and tending to their pair of dogs. “Coming home to each other and knowing that we are both secure in this relationship is really nice.”

Beyond juggling Zyu and her day job as a medical professional, Zoen also thrives as an influencer with an impressive Instagram following of over 80,000 followers. Her account documents everything from glamorous events to fashion reels shot with her husband. Content creation allows her to express her artistic side, particularly through photographs of her two dogs. Her furry companions can be found on a dedicated Instagram account @doxiecodone, where they are captured in amusing scenarios such as playfully imitating working or driving.

“I love creating different kinds of content. That’s my way of resting or taking a break, which my husband thinks is crazy. He says I don’t rest. Work keeps me going but I enjoy posting content. I don’t consider it work. I enjoy dressing up and exploring new trends.”

I ask how she ended up as a content creator. “I have no clue. I started taking pictures and making content. It just came to me. I never really considered myself a content creator until recently.”

For now, Zoen is taking life one step at a time. “I try to spend any free time I have with my loved ones and maximise my potential in areas that I think I can excel at. I am still getting used to being an adult and life after university.”

Fashion Direction JOHNNY KHOO
Art Direction AUDREY CHAN    
Photography JOEL LOW
Fashion Styling JACQUIE ANG
Hair Sean Ang, using GOLDWELL
Make-Up WEE MING, using DIOR BEAUTY
Photography Assistance EDDIE TEO
Fashion Assistance SIT SHI JIE

Top image credit: Crochet dress, Ralph Lauren

The information in this article is accurate as of the date of publication.

ncG1vNJzZmivp6x7sb7ErKuin5Wku621zZ5lnKedZMCoe8%2BepqmklWSwsMLEq2azp5WjerWt2GaroZ1dl7ytsIyapZ1lpJ2ybq7EmqytoZaquXA%3D