Inglot PH’s Hazel Lim Lee-Hok: Creating success in bursting colors

MANILA, Philippines – She is the fourth of the 5 children of Henry Lim Bon Liong, the chairman and chief executive officer of the Sterling Paper Group of Companies. And yes, Hazel Lim Lee-Hok, president of Laverne Luxe Group Corporation, surely makes her father proud.

By bringing to the Philippines the revolutionary Polish cosmetics brand, Inglot, Hazel (along with her sisters Michelle Lim-Gankee, Pauline Lim, and their close friend, Stephanie Borbe) is proving that her dogged persistence is key to continue the family’s entrepreneurial success. And she is doing such outside of the family’s diverse business interests.

Entrepreneurship runs in the blood

In her attempt to stay away from the family businesses, Hazel became a special education teacher after finishing her Psychology degree from the Ateneo De Manila University. Two years after, she realized that no matter how she tried, becoming an entrepreneur is her calling. “We were trained to be an entrepreneur since we were young. Kahit noong una ayaw ko, ito talaga ang path ko, ang maging entrepreneur,” she shared.

To get her feet wet, she joined the Sterling Paper Enterprise Inc. as a marketing assistant for their writing instruments like notebooks and pentel pens, specifically focusing on product design, development, and tie-ins. Hazel stressed though that they all started as rank and file employees in their own businesses. Currently, Hazel is the licensing manager, handling negotiations, approvals, and royalty reports with their licensed products for notebooks and other school supplies. “I really learned to negotiate over royalties and guarantees. I also learned internal and external communications. I became well-rounded in helping running one of our businesses,” she said.

Then she thought to have a venture of her own. Thus, Hazel searched for possible businesses to get into, searching in particular for a brand to introduce to the Filipino consumers. Failed attempts to seal a deal with potential food franchises did not deter Hazel’s determination. Vying for a popular brand also was a challenge, as there were more established competitors gunning for the same opportunities. “I was contacting 10 to 20 brands. Not all of them replied. I was keeping my options open,” she shared.

Then, she widened her sights to get into cosmetics. “Inglot was in our ‘wish list.’ I researched online about Inglot and the brand has overall favorable reviews—from high quality to affordable products. I thought Inglot’s perfect for the Filipino women,” she says. After six months, Inglot responded.

Taking calculated risks

As Inglot requested for a business plan, Hazel and her business partners did not only work hard to craft the business plan, they also decided to fly to Poland and present it themselves. “It was really a risk. We flew there not even knowing if we would win the franchise or not,” Hazel smiled.

Inglot was founded in 1983 in Przemyśl, Poland by chemist Wojciech Inglot, who died in February 2013 due to internal hemorrhaging. As communism was dissolving in Poland and the country’s economy turned rosy, so was Inglot’s movement from a successful homegrown brand to an international phenomenon. Throughout the years, it is carefully yet steadily expanding overseas through franchising. To date, Inglot is present in 47 countries, with over 450 boutiques, stands, and retail locations. All products—from the palettes to store furniture—of the company are still made in Przemyśl, thus ensuring the brand’s highest quality and strictest standards.

The brand remains a family business that is run by the first generation of Inglots: Wojciech’s brother, Zbigniew, is currently the company’s chairman of the board, while their sister, Elżbieta Inglot-Kobylańska, runs the daily operations. Such added more appeal to the Lims as they themselves are raised as entrepreneurs in a successfully divested conglomerate.

Currently, their family’s Sterling Group of Companies has various businesses ranging from greeting cards, school and office supplies, toys, real estate, agri-business, importation of office furniture, to other imported school and office supplies. “My sisters and our friend like cosmetics. We tried most brands available here. We know the quality and prices we have to deal with. But that was not enough. They [Inglots] don’t know us. We had to prove ourselves. We didn’t wait in vain. We kept following up our application,” and after almost two years of pursuing the company, the Inglots were finally convinced that the four, youthful lady entrepreneurs know how to position the “small” yet highly recognizable brand, present from the runways of Fashion Week to TV and Broadway musicals.

A glowing start

Inglot’s maiden Philippine store opened in November 2013 at the ground floor of Glorietta 5 mall, Ayala Avenue, Makati City.

While pursuing Inglot, Hazel sacrificed most of her time meant for Sterling. She was also preparing for her wedding but despite many sleepless nights, Hazel said she really is enjoying running Inglot. “We are really a team. Since I started everything, I set the vision, ensure the timetable is followed, and establish the brand in the Philippines. My sister, Pauline, runs our operations full-time. Our friend, Stephanie focuses on retail. Michelle, as our eldest sister and has the most exposure to our family businesses, so we consult to her,” Hazel outlined.

Almost 5 months in the Philippines, Filipino users realize how revolutionary Inglot is. “Inglot boasts of over 1,500 colors, with over 450 ways to improve your lips, 600 ways to enhance your eyes, and over 300 ways to portray your face, while the extremely rich collection of nail polishes consists of up to 400 shades,” the brand cited on its website. Its local online presence via Facebook, Instagram, and Twitter is strengthened by the brand’s growing base of Filipino users.

Inglot also prides that their products are 20% to 30% lower versus big named brands. Hazel said an average cost for a palette is P395.00 and a square of a color or shadow costs P375.00.

Innovation is also the brand’s DNA, as it introduced a “breathable” nail polish called O2M (oxygen and moisture). The product uses polymer (which was invented for contact lenses) that allows air and water to pass through. The nail polish line became a hit among Muslim women, since they no longer have to remove it when they perform wudu, a ritual involving washing with water before daily prayers. Thus, the product is currently the only Halal-certified nail enamel in the world. “It was mainly made for health and safety reasons. It so happened that it became more appropriate to use among Muslim women. Unlike in other Islamic countries where it’s already a hit, O2M is slowly yet surely picking up here,” Hazel said.

Enjoying freedom

Hazel thought that such qualities of the brand made it more appealing to the Filipino women. Top that with the cosmetics’ “freedom system,” which allows customers—whether individual users or pro make-up artists—to assemble their own custom designed palettes, like a concealer, eyeshadow, and lipstick in one palette. “This is something new that is worth spending your money for. The ‘freedom system’ is very practical because you choose your own palette and color. It is very versatile and our bestseller to date. Nothing is wasted. Our stocks flew off easily. But ordering from Inglot only takes about two to three weeks, from production to shipment, so we easily can replenish our inventory,” Hazel noted.

Hazel shared that another boutique store is set to open this year. They are also targeting to launch their online store this 2014. “We might not have a local endorser. As an international make-up artists’ brand, we plan to really stick with the brand’s global look and keep its image very professional. But we already have local celebrities patronizing our brand,” she said.

Nothing beats trying the product yourself and knowing what suits you, Hazel stressed. “We don’t scrimp on our testers. We have testers for all our products. We have our expert make-up artists to help you choose the ‘perfect’ color and product for your skin type. When you see that it works on you, then it’s time to buy it,” Hazel said.

Hazel still continues her role as the licensing manager for Sterling Paper Enterprise, Inc., reporting to work daily. After, that is only when she performs her duties at Inglot. Her weekends are also fully devoted to her venture. “I’m very lucky that my husband is very supportive,” Hazel smiled.

Hazel and her siblings truly look up to their father, Henry, and every lesson he imparted is what she is applying as Inglot firms up its presence in the country. “Our dad said that we should continuously learn and experience what it’s really like to do things, and how to do them well,” she shared.

The risk that Hazel took was also a lesson from her father, who said that the biggest risk an entrepreneur will make is not to take risk. “But when you take risk, it has to be a calculated risk. If we didn’t go to Poland, we won’t have Inglot. There are already many cosmetics brands here, but we’re making a difference,” Hazel beamed. – Rappler.com

Versatility defines Lynda Corpuz’s career, from starting as a newspaper editorial assistant/features writer for lifestyle and entertainment, to becoming a managing editor for a former regional management systems magazine. Continuously transforming, she further equipped herself with project management, leadership, and management skills upon joining a global IT/BPO company. If not writing or editing or conducting a training, Lynda blogs at lyndaccorpuz.wordpress.com and descovrir.blogspot.com.