Growing up in a family that operated a manufacturing and trading business, I was familiar with beauty products, supply chains, and daily operations from an early age. However, it was during my time at RMIT in Melbourne that I began to see how I could build on that foundation in my own way. A Business Start-up course in RMIT Melbourne gave me my “lightbulb” moment.
Through developing a business idea from identifying a customer problem to testing its market potential, I realised that my family’s manufacturing experience could be combined with the branding, digital marketing, and customer insights I was learning at RMIT. Instead of simply following the existing business model, I wanted to create a new consumer brand that could speak directly to a younger generation - Gen Z. That idea became Hella Beauty, which I founded in 2020. With support from my family business ecosystem, I developed an affordable body care brand designed for Gen Z consumers in Vietnam. While my family’s experience provided a valuable operational foundation, I took responsibility for shaping the brand identity, developing products, building its online presence, and growing the business through e-commerce, livestreaming, and creator partnerships.
One lesson from RMIT that I continue to apply every day is to begin with the customer, not the product. University projects taught me to research, test assumptions, listen to feedback, and continuously improve. This mindset has helped Hella Beauty respond quickly to changing beauty trends while ensuring that our products remain relevant, accessible, and connected to the real needs of our customers. It also taught me that innovation does not always mean leaving tradition behind; sometimes, it means building on what the previous generation created and adapting it for a new market. Looking ahead, RMIT could support our organisation by connecting us with talented students, alumni mentors, and industry partners. Internship collaborations could give students practical experience while bringing fresh perspectives into our business. I would also value opportunities to exchange knowledge with other alumni working in family businesses, especially around brand building, digital transformation, and succession across generations. Through this community, Hella Beauty can continue to grow as both an independent brand and a new chapter in my family’s entrepreneurial journey.
Through developing a business idea from identifying a customer problem to testing its market potential, I realised that my family’s manufacturing experience could be combined with the branding, digital marketing, and customer insights I was learning at RMIT. Instead of simply following the existing business model, I wanted to create a new consumer brand that could speak directly to a younger generation - Gen Z. That idea became Hella Beauty, which I founded in 2020. With support from my family business ecosystem, I developed an affordable body care brand designed for Gen Z consumers in Vietnam. While my family’s experience provided a valuable operational foundation, I took responsibility for shaping the brand identity, developing products, building its online presence, and growing the business through e-commerce, livestreaming, and creator partnerships.
One lesson from RMIT that I continue to apply every day is to begin with the customer, not the product. University projects taught me to research, test assumptions, listen to feedback, and continuously improve. This mindset has helped Hella Beauty respond quickly to changing beauty trends while ensuring that our products remain relevant, accessible, and connected to the real needs of our customers. It also taught me that innovation does not always mean leaving tradition behind; sometimes, it means building on what the previous generation created and adapting it for a new market. Looking ahead, RMIT could support our organisation by connecting us with talented students, alumni mentors, and industry partners. Internship collaborations could give students practical experience while bringing fresh perspectives into our business. I would also value opportunities to exchange knowledge with other alumni working in family businesses, especially around brand building, digital transformation, and succession across generations. Through this community, Hella Beauty can continue to grow as both an independent brand and a new chapter in my family’s entrepreneurial journey.
