Seeing the beauty in his very own cosmetics line

  • News
  • Tuesday, 22 Nov 2016

Liau with his range of cosmetics under the Omorose brand.

Liau with his range of cosmetics under the Omorose brand.

A PASSION for beauty products inspired Omorose Marketing Sdn Bhd founder Terry Liau Kui Hiung, 45, to come up with his own cosmetics line in Malaysia.

The brand name was derived from his trip to Eygpt, where he was amazed by its history and how people there had been applying make-up since 5,000 years ago.

“I looked up the word ‘beautiful’ in ancient Egyptian and Omorose came up,” said Liau, who has more than 20 years experience as a make-up artist.

He first joined a British cosmetics manufacturer in the mid-1990s where he was training its sales staff and got involved in product development.

Liau was taken up by how make-up in the form of prosthetics such as foam latex and silicone could be used to create various characters for movies.

After eight years with the company, he went on to further his studies in 2010 to gain more knowledge of the make-up industry, specialising in prosthetic make-up and special effects make-up in the United States.

When he returned in 2013, however, he realised there was no market for such skills and had to go back to providing make-up services for weddings and modelling events.

Feeling disappointed, he took a look at how he could create a new path for himself in the beauty industry.

“I wanted to use the knowledge I gained from the cosmetics manufacturing industry. More importantly, I saw the potential in this industry both locally and internationally,” he said.

He knew, however, that launching his own brand would be a capital intensive business.

In 2013, he pooled together enough savings with a business partner to invest around RM500,000 into starting the company.

He engaged a contract manufacturer from Taiwan to manufacture five products – a lip balm, cheek tint, finishing powder, eye shadow and sunscreen foundation.

Liau started off by marketing his products online and also participated in local beauty trade shows.

His product line was noticed by interested trade owners and today, they are sold in department stores in the Klang Valley.

“We ensure that our products use mostly natural ingredients and comply with international standards, and people feel comfortable and confident about using our products,” he said, adding that they recorded RM300,000 sales in 2015.

They have since expanded the product line to include lip colours, colour neutralisers, eye lashes as well as gift sets for the holiday season.

To-date, the company has seven employees and Liau is a great believer in creating equal employment opportunity.

“Most of our staff are from the disabled community, where they can work from home and help to manage the online platform.

“To further help the disabled community, our product packaging is also in Braille and the make-up display shelves are accessible for wheelchair users,” he concluded.