How young mum made almost $4million in 12 months with ‘genius’ idea for the eyelids: ‘It solves a massive annoyance thousands have’
A young mother with little business experience has made a whopping $3.8 million in one year by creating an innovative beauty product that corrects eyelids and monolids.
Sydney-based Joyce Wong launched Char Cosmetics on January 6, 2022, selling a $38.99 Magic Glue that allows you to effortlessly create a lifted or double eyelid.
Her business journey dates back to high school, when she felt bothered by other products on the market, such as tapes, which became visible after a few hours.
‘I’ve always had a love-hate relationship with my hooded eyes. I never wanted surgery to completely change them because 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 going, often struggling to balance being both founder and mother 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 and monolid eyelids (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 applied makeup,” she said.
‘I wanted to create an innovative product to solve the common problem of current eyelid products on the market; I wanted something light like 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 40 and older who have developed a hooded eyelid with age, and women with monolids who have difficulty applying makeup regularly.
The innovative eyelid product combines the benefits of eyelid tape and eyelid glue. It is lightweight, strong, invisible and quick-drying, so make-up can be applied quickly afterwards
When she needed advice, she always asked her ‘business advisor’: her mother.
Joyce has helped run the family business all her life and her mother is also in the beauty industry, which was “extremely helpful” in setting up Char Cosmetics.
“Because I have a very straightforward personality, if I don’t ask to fix myself, no one will,” she said.
Starting a business is not an easy task and can be extremely expensive, but Joyce said her biggest ongoing struggle was getting enough rest.
‘The lack of sleep was the biggest challenge for me when I was preparing to start a business. Those sleepless nights would break me mentally,” she said.
‘Being a mother is so hard, and juggling a business with a baby is one of the hardest things I’ve ever had to do.
“But I looked at my moms as my mentors, and that’s how she raised me. I am truly amazed by her energy and mentality and she is my constant source of inspiration.”
Joyce’s business journey dates back to high school, when she felt hampered by other products on the market, such as tapes that started appearing after a few hours. When she needed advice, she always asked her ‘business advisor’: her mother
The innovative eyelid product combines the benefits of eyelid tape and eyelid glue
The smart eyelid product combines the benefits of eyelid tape and eyelid glue.
It is lightweight, strong, invisible and quick-drying, so make-up can be applied quickly afterwards. Users simply apply a small amount of the skin-colored, non-sticky liquid using the included applicator.
It stays invisible and comfortable all day long and blends seamlessly with makeup whether applied above or below.
Since its launch, Magic Glue has gone viral on TikTok, with users praising its ability to create a “natural eyelid lift.”
Fans have praised the product’s ease of use and its positive impact on confidence.
One video has been viewed a whopping 10.4 million times, which has likely contributed to the brand’s success.
When asked about business advice, Joyce said, “Every new level there’s a new devil. There is always a solution to solve the problem, so go find it.’
For those new to eyelid glue, Joyce offers a free 1-1 Zoom tutorial, where users are personally guided through the application process.