From One Brand to Beauty Empire: How IFACE Cracked the Masstige Market in Just Three Years

At the intersection of mass market and luxury, Tony Chua of IFACE built a beauty empire through strategy, values, and partnership.

When businesses are in danger, Tony Chua shares mid-interview, there is also opportunity. During the COVID-19 pandemic, when retail had frozen to a standstill, he chose to double down on a key driver of his company’s business—by hiring more salespeople when competitors were letting them go. As a result, IFACE achieved the unthinkable during the pandemic years, growing to three times its size during the period, and winning significant market share over its competitors.

The story of IFACE is more than a tale of market share and brand portfolios. It is also one about strategy and partnership. Founded in 2012 by siblings Tony Chua, Angie Goyena and William Ng, the company began by selling one brand: the Australian makeup line BYS Cosmetics. Forming an exclusive partnership with Watsons, IFACE would grow at a breakneck pace. More than a decade later, it has become a veritable beauty empire with nearly 1,000 stores, over 50 brands, and 3,000 employees nationwide.