A young mum with little business experience has made an impressive $3.8million in one year after creating an innovative beauty product that corrects hooded eyelids and monolids.
Joyce Wong, from Sydney, launched Char Cosmetics on January 6, 2022, selling a $38.99 Magic Glue that helps effortlessly create a lifted or double eyelid.
Her business journey traces back to high school when she felt inconvenienced by other products on the market, such as tapes, which would start to show after a few hours.
‘I’ve always had a love-hate relationship with my hooded eyes. I never wanted surgery to change them completely, as they are part of who I am, but I did want a temporary solution when applying makeup,’ Joyce, 29, told FEMAIL.
Joyce’s business wasn’t an overnight success – she worked tirelessly to get the brand up and running, often struggling to balance being both a founder and mum to daughter Amelia, one.
Joyce Wong, from Sydney , launched Char Cosmetics on January 6 , 2022. The Magic GLue is the brand’s ‘hero’ product that can be used to correct hooded eyelids and those with monolids (Joyce Wong pictured with husband Celvin, their toddler daughter Amelia and two ‘furbabies’)
‘Growing up as an Asian Australian I changed everything to transform the look of my hooded eye and I wanted something temporary for when I was applying makeup,’ she said.
‘I wanted to create an innovative product to resolve the common issue of current eyelid products in the market; I wanted something lightweight like a glue but not sticky, and something strong like tape but also invisible.’
Compared to other products, the Magic Glue lasts up to 18 hours and can be reapplied to makeup.
Joyce said her target audience is women aged 40+ who have developed hooded eyelid with age and those with monolids who struggle to put regular makeup on.
The innovative eyelid product combines both the benefits of eyelid tape and eyelid glue. It’s lightweight, strong, invisible and quick-drying so makeup can be quickly applied after
Whenever she needed advice, she would always ask her ‘business advisor’ – her mum.
Joyce assisted with the family business her whole life and her mother is also in the beauty industry, which was ‘extremely helpful’ when setting up Char Cosmetics.
‘As I have a very straightforward personality, if I don’t ask to solve myself, no one will,’ she said.
Starting a business is no easy task and can be extremely costly, but Joyce said her biggest ongoing battle was getting enough rest.
‘The lack of sleep was the biggest challenge for me when I was preparing for the business. Those sleepless night would breaking me mentally,’ she said.
‘Being a mum is so difficult, and juggling a business with a baby is one of the hardest things I ever had to do.
‘But I looked to my mothers as my mentor, and that’s how she raised me. I am truly amazed by her energy and mentality and she’s my constant source of inspiration.’
Joyce’s business journey traces back to high school when she felt inconvenienced by other products on the market, such as tapes which would start to show after a few hours. Whenever she needed advice, she would always ask her ‘business advisor’ – her mum
The innovative eyelid product combines both the benefits of eyelid tape and eyelid glue
The clever eyelid product combines both the benefits of eyelid tape and eyelid glue.
It’s lightweight, strong, invisible and quick-drying so makeup can be quickly applied after. Users simply apply a small amount of the skin-coloured, non-sticky liquid using the included applicator.
It stays invisible and comfortable throughout the day, seamlessly blending with makeup whether applied over or underneath it.
Since launching, Magic Glue has gone viral on TikTok with users praising its ability to create a ‘natural eyelid lift.’
Fans have commended the product’s ease of use and its positive impact on confidence.
One video has been viewed a staggering 10.4million times – likely contributing to the brand’s success.
When asked about business advice, Joyce said: ‘Every new level there’s a new devil. There’s always a solution to fix it, so go find it.’
For those new to eyelid glue, Joyce offers a free 1-1 Zoom tutorial, personally guiding users through the application process.