Appearance might not be an important element in determining
your personality but how you feel about yourself is certainly a significant
characteristic that stimulates self-confidence and an optimistic attitude. When
Pauline Ng, the Founder and Managing Director of Porcelain gauged the vitality
of inner beauty, she indulged into contriving the art of skin refinement to
help others. Through Porcelain, Pauline has been an over-achiever in her
attempt to bring about a change in how people feel and care about themselves.
Porcelain is a homegrown cult skincare brand that started as
a skincare salon with the ambition to do things differently. In their
overwhelming journey of 10 years, Porcelain has been graced by more than 80
awards for exceptional products and services. With a clear vision to be
transparent at every step, Porcelain is an established brand that is trusted
and recommended by thousands of loyal customers.
In 2009, Pauline Ng, ventured out to be a self-made
businesswoman, and has not looked back since then. She may have faced many
challenges while climbing the ladder of success, but it only made her stronger
and gave her the nudge to do better. In this exclusive article, Pauline shares
with us the success story of Porcelain that has grown from a small two-man
outfit into a trailblazing skincare authority.
The Passion that Incorporated Porcelain
Cosmetics is an evolving industry that has witnessed the
growth of some enormous brands. Yet, when it comes to skincare, customers are
very careful as to the brand they choose. Pauline’s mother, Jenny Teng, was
passionate to help people get better skin. With over 20 years of experience as
an aesthetician, Jenny co-founded Porcelain with Pauline and brought a
remarkable level of skills and expertise into the business. Jenny’s passion was
truly inspiring that saw the transformative power of skincare and how good skin
can empower and bring confidence. With Porcelain, the mother-daughter
duo wanted to provide clients with a place they can trust; that means
transparency, delivering exceptional value and standards to clients, two-way
communication, and the combination of craftsmanship with state-of-art
technology for holistic skincare. “Porcelain is a safe place where clients
would experience no hard selling; I wanted to run a place built on
integrity and trust.”, Pauline shares.
Every Challenge is a Learning
As a pioneer in the industry, Porcelain had to face many
challenges while they were still trying to emerge as a trusted brand. There
were different challenges at different stages of growth. Initially, the
biggest challenge was the lack of capital and Pauline had to monitor the
cashflow very closely. Having done that Pauline was able to increase the
company revenue over time. Eventually, they started growing and hiring. During
the growth process, we tend to make many mistakes that help us gain learning
lessons that are beneficial for the future. While Porcelain started hiring,
they too made a legal mistake that was of creating self-drafted Employment
Contracts. Referring to this as a painful lesson learnt, Pauline got out
of it with the help of a few friends who stepped in at the right
time. The next challenge was the fear of becoming obsolete. When
Porcelain reached the point where they needed to expand, Pauline realized that
their original “self-designed” logo and packaging bottles could no longer work.
She knew that they had to re-brand, which was expensive but worth it.
Porcelain also faced a few more roadblocks like, ensuring
consistency in service standards, training, retaining, and hiring staff,
amongst other operational issues. Also, the landscape became extremely
competitive with new entrants in the Medical Aesthetics field.
As with any company, manpower and quality control issues are
the biggest challenges. But, Porcelain prefers to grow slowly, instead of
over-expanding which helps in maintaining a high level of quality of service.
The company also strives to offer the best remuneration to their employees and
develop a strong cohesive company culture to retain employees who have aligned
values. “Our challenge remains in creating sustainable, yet malleable processes
to help us achieve international growth in the next five years.”, Pauline adds.
The Exceptional Services of Porcelain
Porcelain currently offers a suite of over 30 treatments
available for all skin types and concerns. They take pride in their treatments,
for the use of cutting-edge technology combined with traditional craftsmanship
and the use of products under Porcelain Skincare.
treatments have won several awards over the years. One of their signature
treatments is the QuintessentialTM, a 120-minute intensive
extractions facial (most facial spas perform this only as a perfunctory step in another
primary facial). The QuintessentialTM targets severely congested and acne-prone
skin by cleansing impurities from deep within to unveil smoother and brighter skin. Its
intensive treatment is based on a secret extraction technique developed by co-founder
and director aesthetician of Porcelain, Jenny Teng. It allows accurate identification of the different types of skin
congestion, followed by a tailored extraction method to best suit each
individual’s skin conditions.
At Porcelain, extraction facials are only performed by
therapists who have honed their skills over a compulsory 6-month
training period. This means that each therapist is trained to carry out
extractions using the right angle, amount of pressure and technique to
decongest skin while minimizing the risk of scarring.
Technology is another aspect that adds value to Porcelain’s
services. The new-age consumer is reliant and highly dependent on technology,
they require a personal approach, and demand for greater transparency. “The
right use of technology can help businesses elevate the consumer experience in
an engaging and personalized manner.”, says, Pauline. Technology is at the core
of their business at Porcelain. Starting with their Skin Analysis machine, they
use it to conduct Skin Discovery, a 360° evaluation of their client’s skin. The
information is then used to curate and customize treatments and products
tailored to the individual’s needs. They then track their client’s entire
Porcelain journey and the evolution of his/her skin with their software, which
can also be viewed via the Porcelain’s mobile app.
What Makes Porcelain Different
Transparency is integral to Porcelain’s business.
The advent of their Porcelain mobile application and third outlet, Porcelain
Origins, incorporates multiple digital touchpoints that serve not only to
enhance and streamline the consumer experience, but also improve transparency
and clients’ accessibility to information. They do
not believe in hard selling, but rather, educating their
customers and giving them the freedom of choice.
also has really strong internal competencies: From heavy investment in the
best medi-technology equipment, intensive R&D, craftsmanship, to
integrated data points, they are able to do high-level personalization for
clients to help them gain the best results.
Porcelain believes in correcting, not concealing. A lot of
treatments and products are targeted at treating the root causes instead of
just the symptoms. For example, the fine lines that appear from dehydration.
The key is in getting your skin back to its right balance of pH, sebum and
water levels. Once that happens, skin problems do not recur as frequently,
sensitivity is reduced. Porcelain understands that they need to get that
healthy skin from the inside out, from the cellular level, and let it do its
A Dream Project of a Successful Entrepreneur
Porcelain was founded in 2009 by Jenny Teng and her daughter
Pauline Ng who was then a fresh graduate from the Singapore Management
University. Pauline quickly learned the business and gained the position of
Managing Director in the company. She runs a tight ship at Porcelain to ensure
the values of integrity, transparency and craftsmanship perpetuate throughout
the company since 2009. Although Jenny is not at the forefront of managing the
company since 2015, she continues to use her expertise in training all the
therapists for treatments and cleansing.
As the Managing Director of Porcelain, Pauline Ng, manages
the overall business operations of the company. Additionally, she is also
focusing on R&D to continuously innovate and expand their current product
“Witnessing the success stories and watching our clients
achieve healthy, radiant skin they desire keeps us motivated. We innovate by
curating and creating the best solutions through an active feedback loop with
our clients. All our treatments and products are designed, developed, and
continuously reformulated because at Porcelain, we listen.”, Pauline proudly shares.
The Growth and Future of Porcelain
For 11 years now, Porcelain has been focusing specifically
on the business of skincare treatments. One amazing shift they have seen is
that the more the consumers are educated on skincare, they expect greater transparency
in ingredients. As discussed earlier, Porcelain leverage on technology
to drive their operations, business decisions as well as their product
& treatment R&D. For instance, they opened Porcelain Origins,
Singapore’s first Smart Spa offering curated touchpoints and digital
innovations that help meet their clients’ changing skincare needs. They are
also one of the first beauty salons to introduce a Porcelain App, aimed at
elevating the personalized experience.
“We innovate and reformulate our products to ensure they are
free from nasties while meeting our client’s changing needs.”, Pauline
Porcelain has humbly grown from strength to strength over
the past eleven years, from a two bedder to the premium spas at Guoco Tower and
Paragon Shopping Centre. “Many may view success from pure dollars and cents,
but to me, having the support from our customers during this Covid period,
where they trusted us and helped the business bounce back quickly, and we
didn’t have to let go of a single staff – to me, marks the success of a strong
company built on a good foundation.”, the Managing Director asserts.
Porcelain’s product sales have been registering strong
growth over the years thus, their focus is to ensure continuous expansion
through R&D and having it sold via more distribution channels both locally
and regionally. They are also on a constant look out for partners to explore
the possibility of extending their services overseas.
With a well-defined vision today, Porcelain holds its course
to become people’s lifelong beauty partner that accompanies people through the
evolution of their skin. They look forward to putting their expertise and
goodwill at the service of people’s well-being.