U Beauty Founder, Tina Chen Craig Speaks About Inclusive Beauty
“As an Asian American woman, I’ve always had to speak up to proclaim I’m not going anywhere. All of this in order to position myself as a force in the industry,” states Tina Chen Craig, in a video message on the U Beauty Instagram account.
“This perspective has driven me to create products that other people have told me were impossible,” says Craig, the indefatigable and glamorous founder of U Beauty, which reportedly sold out the first year’s supply within just a few weeks of launching in 2019. Born in Taipei, Taiwan, Craig’s family moved to the United States when she was eight years old. Her enthusiasm for U Beauty is as strong as her reverence for the skincare lessons from her grandmother, which she explains, “In Chinese culture, we’re taught that beauty is from the inside out, literally speaking. Some of my earliest memories are of my grandmother advising me to eat particular foods for good health and skin, things like bitter gourd, snow fungus, and bone broth.”
Craig adds, “She also emphasized that beauty isn’t about vanity. It’s about self-love. When you take care of yourself, you feel more confident, and skin that glows from within is a natural confidence-booster.” There is no greater ambassador than Craig, whose translucent complexion exudes the enviable skin every woman desires, not to mention an alluring jet set life. In recent weeks, her Instagram shows Craig attending Max Mara’s fashion show in Stockholm, Sweden, dressed in a dazzling white bustier under a cropped blazer and an elegant long skirt. Next, she was off to Seoul, Korea, for a “whirlwind of shopping, eating and selfcare.” This was followed by a stop in Taipei, where she visited her jewelry artist friend, Cindy Chao, and showcased her artwork.
A self-professed “serial entrepreneur” Craig first came to public attention by way of her popular fashion blog, Bag Snob, which she launched in 2005. Her lifelong passion for fashion and beauty eventually led Craig to create U Beauty to fill a void in the overwhelming beauty market, inundated with a surplus of arguably inferior products. U Beauty promises to deliver quality, science-backed, high-performance skincare products and a simple routine that saves time and brings results. So how did a shy young girl from Taipei, unversed in English when she arrived in the United States, successfully launch U Beauty—which enjoys presence in such venerable stores as Harrods, Harvey Nichols, Bergdorf Goodman, Saks Fifth Avenue and Nordstrom.
“As an Asian American woman, I’ve always had to speak up to proclaim I’m not going anywhere. All of this in order to position myself as a force in the industry,” states Tina Chen Craig, in a video message on the U Beauty Instagram account.
“This perspective has driven me to create products that other people have told me were impossible,” says Craig, the indefatigable and glamorous founder of U Beauty, which reportedly sold out the first year’s supply within just a few weeks of launching in 2019. Born in Taipei, Taiwan, Craig’s family moved to the United States when she was eight years old. Her enthusiasm for U Beauty is as strong as her reverence for the skincare lessons from her grandmother, which she explains, “In Chinese culture, we’re taught that beauty is from the inside out, literally speaking. Some of my earliest memories are of my grandmother advising me to eat particular foods for good health and skin, things like bitter gourd, snow fungus, and bone broth.”
Craig adds, “She also emphasized that beauty isn’t about vanity. It’s about self-love. When you take care of yourself, you feel more confident, and skin that glows from within is a natural confidence-booster.” There is no greater ambassador than Craig, whose translucent complexion exudes the enviable skin every woman desires, not to mention an alluring jet set lifestyle. In recent weeks, her Instagram shows Craig attending Max Mara’s fashion show in Stockholm, dressed in a dazzling white bustier under a cropped blazer and an elegant long skirt. She also documented her trip to Seoul for a “whirlwind of shopping, eating and selfcare,” Craig declares. This was followed by a stop in Taipei, where she visited her friend, jewelry artist Cindy Chao, and showcased her creations.
A self-professed “serial entrepreneur” Craig first came to public attention through her fashion blog, Bag Snob, launched in 2005. Her lifelong passion for fashion and beauty eventually led her to create U Beauty, aiming to fill a void in the overcrowded beauty market inundated with arguably inferior products. U Beauty promises to deliver science-backed, high-performance skincare products and a simplified routine that delivers results while saving time. So how did a shy young girl from Taipei, unversed in English when she arrived in the United States, successfully launch U Beauty– which enjoys presence in such venerable stores as Harrods, Harvey Nichols, Bergdorf Goodman, Saks Fifth Avenue and Nordstrom?
Asiam Luxe speaks with the multi-hyphenated business maven, Craig, to share her inspiring story with you.
Please give us a quick overview of your life before you started Bag Snob.
TCC: After graduating from USC in 1993 with a bachelor’s degree in International Finance and Marketing, I got into licensing. I recognized a need for American brands in Taiwan and started a licensing company, procuring the licenses of RonCo, Brooke Shields Forever Sheer tights, Byron Lars’ and Mark Eisen’s fashion brands, and Haribo Gummy Bears, to name a few.
I’ve always taken opportunities as they’ve come, so when I was offered the chance to host a food-travel show and then, become a VJ for MTV Asia, I jumped at both. I left the corporate world and didn’t look back.
What prompted you to start blogging?
TCC: I started Bag Snob in 2005 after just giving birth. I needed something to keep me busy while I was home with a newborn. What began as a blog based on personal passions, which were fashion and beauty, evolved into a far-reaching enterprise that not only gave me a great platform but fed my obsession with skincare.
What are some of the coolest moments your career has afforded you?
TCC: Harrods. Having people say, “You are the one behind U Beauty?”
Every time someone comes up to me and says U Beauty has changed their lives, and their skin for the better is a highlight.
Oh, and I had a record deal in Asia back in the ‘90s, but my dad wouldn’t let me go into the industry. I feel like life works in mysterious ways and everything happens for a reason!
How has your Asian heritage influenced your career?
TCC: As an Asian American woman, I’ve always had to speak up and refuse to take no for an answer to claim my seat at the proverbial table, especially as a female minority in an industry dominated by white males. My perspective has driven me to create products that other people had told me were impossible– because I was used to proving myself and proving that the impossible can be accomplished. I’m super competitive. It’s the immigrant mentality: Nothing is ever handed to you and if you work hard you’ll achieve.
In Chinese culture, we’re taught that beauty starts from the inside-out, literally speaking. It’s a complete, multifaceted approach to beauty that encompasses the whole body and your whole self. Some of my earliest memories are of my grandmother advising me to eat particular foods for good health and skin, things like bitter gourd, snow fungus, and bone broth. She also ingrained in me that beauty isn’t about vanity. It’s about self-love. When you take care of yourself, you feel more confident, and skin that glows from within is a natural confidence-booster.
All products on the market—except U Beauty’s—disturb the skin’s natural balance and cause more harm than good. But if you treat the skin without disrupting balance, if you address the bad without disrupting the good, you achieve skin harmony without causing damage to skin integrity.
You’d done collaborations before, but is it your first brand venture?
TCC: I’ve previously founded a talent agency, Estate Five, which I’m extremely proud of, especially as it continues to grow, but this is the first brand I’ve founded. As a lifelong entrepreneur and with over 20 years as a beauty and lifestyle influencer and ambassador (who’s also been skincare-obsessed my entire life), launching a skincare brand was a natural fit. Then again, U Beauty has so far exceeded my expectations in every way
When did you decide to start U Beauty?
TCC: The creation of U Beauty was completely organic, even serendipitous. It began with my desire to simplify and cut down on cosmetic confusion. Years of being a beauty influencer gave me the gift of access to a plethora of the best products. It also left me overwhelmed by a plethora of products in my daily routine, which consisted of 15 steps, day and night!
The irony is that what I was doing was often leaving my skin irritated, so it wasn’t even working. I knew there had to be a smarter, better way, and I knew half the population felt the same: They wanted streamlined skincare that didn’t take up too much time and energy. It just didn’t exist yet.
I began asking the brands I’d been working intimately with, “How can I create a great science-based, results-oriented product that could replace at least half the products I’m using?” Everyone told me I couldn’t until one evening, I ended up by chance at a dinner with a longtime friend, and now partner, who was feeling the same frustrations as I was. Katie Borghese had also been developing skincare lines for others for 20 years and then she told me she partners with a clinical-grade lab in Italy known for innovative technology.
What’s been the most challenging part of building and running your business?
TCC: U Beauty began with my desire for a formula that successfully resurfaced my skin without irritation. I began asking the brands I’d been working intimately with, “How can I create a great science-based, results-oriented product that could replace at least half the products I’m using?” Everyone told me no, until one night, I caught up with the wife of a long-time friend, Katie Borghese, a seasoned beauty-brand developer who’s now my partner, and she said yes.
This would become our original hero product, the Resurfacing Compound, and from there, U Beauty was born. It just goes to show it doesn’t hurt to ask and all it takes is one person to say yes to make the seemingly impossible happen. I never take no for an answer and I never get deterred by challenges. If anything, they propel me to want to succeed even more.
There is so much noise and most of it comes from unreliable resources. But it can be tricky because they look legitimate. I always rely on the proven science and our PhD chemists at our clinical-grade lab in Italy. They are the experts on the pulse of regulations and safety.
As an entrepreneur, I have an advantage because real scientists, chemists, and regulatory experts are the foundation of U Beauty. Our claims are clinically validated. And our formulas are always deliberate, strategic, backed by science, and driven by advanced technology.
What advice do you have for young AAPI entrepreneurs?
TCC: You are valued. Your opinion matters. The old Asian grandmother adage of speaking only when spoken to no longer applies to us. Speak up and speak loudly when you have something to say. Instead of comparing yourself to others, strive to be better than YOU were yesterday, not what others were. Don’t waste time keeping up with your competitors. Instead, use that time and energy to focus on and build your own business.
