Raphael Jiang

CEO & Co-Founder @ Elite Beauty Asia

About

As CEO & Co-Founder of Elite Beauty Asia, I lead with a vision: to fuse deep cultural insight with bold brand strategy, creating products that truly matter to families. Our flagship brand, BZU BZU, pioneers “Multidisciplinary Age-Adaptive Skincare”—a concept designed for babies, kids, and adults—earning the trust of millions of households, winning multiple prestigious awards, and being featured in leading global publications. My expertise spans business strategy, brand building, omni-channel growth, and B2B2C marketing, all anchored in a strong understanding of consumer behavior. By working closely with talented teams and strategic partners, I’ve shaped a brand identity that blends safe & natural ingredients with cutting-edge efficacy, positioning BZU BZU as a distinctive leader in the competitive beauty and family care space.

Country

City

Singapore

Industry

Consumer Goods

Skill

Startups, Entrepreneurship, E-Commerce, Brand Development, Marketing, Market Research, B2B Marketing, International Marketing, Marketing Strategy, Business Development, Negotiation, Project Management, Digital Marketing, Online Marketing, Branding, China Business Development

Experience

CEO & Co-Founder

Elite Beauty Asia

2019-11 - Present · 6 yrs 11 mos

Singapore

Mastermind behind BZU BZU - a Singapore local family care brand. Responsible for A-Z of the brand development, sales & marketing and supply chain management.

CEO & Founder (successful exit)

PERA Skincare

2018-4 - Present · 8 yrs 6 mos

Singapore

Founder of PERA Skincare, the world’s first skincare brand inspired by Peranakan culture. It was acquired by private investor in 2021. I fully exited. Awards - * CLEO Hall of Beauty 2019 * Beauty Insider Award 2019 Interviewed by - * Her World * Channel News Asia * Lianhezaobao * SilverKris * Haper’s Bazaar * Cosmetic Design Asia

Group Strategy Consultant (COO Office)

Shopee

2019-4 - 2019-11 · 8 mos

Singapore

Responsible for Shopee’s key account acquisition, data collection & consolidation, sales & performance analysis, strategy development for all 7 markets (SEA + Taiwan) with a deep dive into consumer electronics, beauty, FMCG and baby category. Report to Head of Strategy and COO directly.