Bee Choo appoints Estee Lim Xue Ting as new CEO
This announcement was made during the company’s 25th anniversary celebration.
SINGAPORE – Bee Choo Origin, a home-grown herbal hair care brand, has nominated Estee Lim Xue Ting as its new Chief Executive Officer.
This announcement was made during the company’s 25th anniversary celebration, where the founder and outgoing CEO, Mdm Cheah Bee Chew, entrusted the company’s future to her daughter in a heartfelt passing of the torch.
Previously, Estee worked in primary eye care as a qualified optometrist before joining her mother to manage their growing herbal hair care business, Bee Choo Origin.
In 2024, she advanced her expertise by becoming a certified trichologist through the International Association of Trichologists.
Over the past nine years, she has played a key role in transforming the brand, driving digital innovation, launching new product lines, refreshing its identity, and expanding its footprint across online and international markets.
Mdm Cheah stated, “At 65, I’ve come to realise that the greatest legacy is not in leaving behind an empire, but in raising a successor who surpasses you.”
The appointment of Estee Lim Xue Ting as CEO not only marks a turning point in the company’s 25-year journey but also signals a renewed commitment to blending time-honoured values with innovative leadership.
The ceremonial handover featured a symbolic gold key, presented on stage by the company’s new mascot, Manny—an emblem inspired by the Ginseng herb, symbolizing strength and resilience.
Estee said, “These mascots are more than just adorable figures. They symbolise who we are, natural, full of life, and deeply rooted in heritage.”
“This new direction helps us stay relatable and build stronger emotional bonds with our customers.”
In addition, Bee Choo Origin has introduced The Finest Dead Sea Mud Scalp Mask, an advanced in-store treatment unveiled during its gala dinner.
This formula combines the mineral-rich properties of Dead Sea mud with Bee Choo Essence, the brand’s signature blend of herbal actives, to deliver deep-cleansing and revitalizing benefits.
The launch of this product was scheduled for professional in-store release later this year.
According to Bee Choo, this scalp mask works in line with Bee Choo Essence to enhance scalp detoxification, stimulate healthy circulation, and support overall scalp balance, offering a natural, chemical-free solution for improving scalp health.
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