As a makeup lover, Sephora has always been a tempting destination for me, especially for its inclusive range and impressive variety. But let’s be honest, it comes with a hefty price tag.
Spending RM100 or more on a single product isn’t feasible for everyone. This challenge is something I’ve faced personally, and it’s also what inspired Kanchan Ratnani to take matters into her own hands.
When sisters Kanchan and Vandana Ratnani co-founded Chinie’s, they didn’t just launch a beauty business—they ignited a mission to bridge the gap between luxury and affordability in Malaysia’s beauty market.
For Kanchan, the idea of Chinie’s began with a spark of curiosity during her graduation trip to Europe. Wandering through stores like Kiko Milano and Flormar, she was struck by the affordability and quality these brands offered—something she found lacking back home.
Speaking to Vulcan Post, Kanchan shared “As a student, I could barely afford Sephora products, no matter how much I loved them.” Armed with her mother’s credit card, she stocked up on products to sell back in Malaysia.
“To my surprise, everything sold out within a month,” Kanchan recounted. “It wasn’t planned at all, but the success of that first sale made me realise there was a gap in the market—and we could fill it.”
Her sister Vandana joined the venture shortly after, bringing her business acumen and marketing expertise into the fold. They now partner with numerous international beauty brands to make their products accessible in Malaysia.
Together, they turned a casual experiment into a full-fledged beauty brand that now boasts both online and retail presence across Malaysia.
Blending local and international brands
At Chinie’s, inclusivity is a cornerstone of their brand philosophy. The store offers a curated selection of both international and local brands, catering to Malaysia’s diverse beauty needs.
“International brands bring innovation and trends, but local brands resonate with cultural nuances,” they explained.
Best-selling names like L.A. Girl and Mesauda Milano lead the international lineup, while local favourites like Alha Alfa cater to Malaysia’s humid climate with long-lasting, high-performing formulations.
Chinie’s also highlights skincare brands like SKIN1004, known for tackling common issues like acne and sensitivity in tropical weather.
This blend ensures that Chinie’s appeals to a wide demographic, offering quality across various price points. “We want every Malaysian, regardless of their skin tone or budget, to find something they love at Chinie’s,” they said.
Malaysia’s beauty market is undoubtedly competitive, dominated by global names like Sephora and drugstore giants. But Chinie’s has carved out a niche by offering what these big players often lack—a personalised, inclusive shopping experience.
“Sephora gave us quality but at a price that wasn’t always accessible. Drugstore cosmetics were affordable but often lacked shade ranges or durability in our climate,” they noted.
“Chinie’s sits in that sweet spot, offering quality without compromise.”
The brand’s commitment to inclusivity extends to its partnerships. Before onboarding any product, the sisters personally test everything to ensure it meets their high standards.
In one instance, Chinie’s discontinued a brand after it withdrew deeper skin tones from its foundation range. “It cost us financially, but we couldn’t compromise our values,” said the founders without disclosing the brand’s name.
Collaborations that count
Chinie’s has also gained traction through its collaborations with local makeup artists and influencers. These partnerships range from DIY makeup classes to live tutorials, showcasing the versatility and quality of Chinie’s products.
Some notable collaborations include sessions with international and local makeup artists like VithyaHairandMakeup, Siew Kim Chai, Aqielah Misran and Karmen Mahi Gill, whose workshops or classes have been instrumental in building trust within the beauty community.
Influencers like @ashyy_edward, @syamimifzain and @dashbeauty0607 further amplify the brand’s reach, sharing authentic reviews and tutorials with their audiences.
“Collaborating with these talented individuals has been a game-changer,” said Vandana. “They help us connect with our customers on a more personal level, turning followers into loyal fans.”
A retail journey of growth and recognition
Chinie’s first step into retail was with a modest 200-square-foot space within Rams Home Decor in Pekan Rabu, Langkawi in 2017. Over time, their expansion took them to bustling locations like NU Sentral in KL and IOI City Mall in Putrajaya. They also opened another outlet in Langkawi.
“Opening at IOI was a strategic move—it’s the largest mall in Malaysia and connects us to so many new customers, even from Singapore,” the sisters said.
“In 2019, we set a company goal to establish five outlets by 2025, and we’re excited to be just one outlet away from making that a reality.”
The sisters also recall a pivotal exhibition at KLCC, where demand exceeded their expectations.
“We had to fly in extra stock mid-event just to keep up,” the duo reminisced. Moments like these affirmed their belief in Chinie’s potential and fueled their drive to keep growing.
Not only that, you can also find them on e-commerce platforms such as Shopee, Lazada, and Zalora.
“These e-commerce channels also gave our customers a seamless way to explore and purchase our products, resulting in a marked increase in online sales.”
“It also helped us sail through the pandemic with all our retail spaces being shit for many months,” they added.
Staying true to their roots
Despite their rapid growth, Kanchan and Vandana remain deeply connected to their roots. Their upbringing in a business-oriented family instilled the work ethic and resilience that underpin Chinie’s success today.
“We watched our parents work tirelessly, even during holidays. That experience taught us the importance of dedication and adaptability,” Kanchan and Vandana said.
This mindset has guided them through challenges, from navigating supply chain disruptions to redefining their brand identity as they transitioned from department stores to standalone outlets.
The future looks bright for Chinie’s as the sisters continue to expand their retail footprint and strengthen their online presence. With a growing list of loyal customers and collaborations, the brand is well on its way to becoming a household name in Malaysia’s beauty scene.
“We dream of Chinie’s being a one-stop beauty haven for everyone, regardless of where they come from or what their budget is,” the duo shared. “We’re just getting started.”
As the Ratnani sisters continue their journey, they’re not only reshaping beauty accessibility but also redefining what it means to run a values-driven, inclusive brand in an ever-changing market.
- You can learn more about Chinie’s here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Chinie’s / Ilamaran Ramamoorthy