Winnie LIW, the visionary Founder and CEO of Kingdom of Esther & WD TCM Lifestyle Products, has created a chemical-free universe where healing is both swift and devoid of harmful side effects. Her journey from the financial sector to the forefront of the beauty industry is a testament to her entrepreneurial spirit and commitment to holistic wellness. Rooted in traditional Chinese medicine, the WD TCM Lifestyle products (formerly known as White Dragon) are crafted to nurture the body, mind, and soul. In an interview with Business Frontier, Singapore-based Winnie LIW shares the essence of Kingdom of Esther, her leadership journey, and her views on maintaining a healthy lifestyle.
Q. What inspired you to leave a successful career in finance to start Kingdom of Esther?
I spent more than a decade in the financial industry before discovering an opportunity to venture into the beauty industry in Hong Kong. My initial project, a ‘Beauty Programme’, didn’t take off as planned, but it led me to an exciting opportunity. I met a group of elite professors who had innovated and created a range of 100% chemical-free beauty products based on traditional Chinese medicine (TCM). I then created the brand name ‘White Dragon’, which positioned itself as the WD TCM Lifestyle Brand, and was granted exclusive OEM rights to these products. This offer ignited my entrepreneurial spirit, and in 2008, I founded my first company in Hong Kong, White Dragon Global Limited, to promote these products.
The transition from finance to beauty was challenging yet rewarding. My experience in finance taught me the importance of discipline, strategic planning, and risk management—all of which have been invaluable in running my business. The move to Singapore was necessitated by the COVID-19 pandemic and political unrest in Hong Kong. We relocated our marketing, sales, management, design and development, and finance operations to Singapore while maintaining logistics and warehousing in Hong Kong. This strategic move ensured the continuity and growth of the Kingdom of Esther despite the challenges. When I moved back to Singapore due to those reasons in Hong Kong, that’s when Kingdom of Esther was born to continue and navigate the WD TCM Lifestyle Brand journey.
Q. What is the philosophy behind the Kingdom of Esther, and how has your business evolved?
Our philosophy centers on promoting a healthy lifestyle through products that are completely chemical-free. These products are formulated with traditional Chinese medicine (TCM) and a patented ingredient blend. Our mission is to enhance lives by encouraging a wholesome lifestyle and caring for the skin—the body’s largest organ. The philosophy deeply resonates with me, given my family’s background in TCM. My father owned a TCM business, and my siblings are qualified TCM physicians. This heritage has influenced our commitment to natural and holistic health solutions.
Over the years, the Kingdom of Esther has grown significantly. We started with a focus on skincare products, but our range has expanded to include various health and wellness products. Each product is designed to nurture the body, mind, and soul, reflecting our holistic approach to health and beauty. Our commitment to quality and innovation has helped us build a loyal customer base. We constantly seek to improve and expand our offerings to meet the evolving needs of our customers.
Q. The Kingdom of Esther offers a diverse range of services. How do you ensure effective delivery as CEO?
When we moved to Singapore, we onboarded professionals from various fields—makeup artists, hairstylists, video artists, and lawyers. We also partnered with experts who assist in setting up SMEs and startups, allowing us to offer comprehensive services. As CEO, I ensure that our team provides seamless and cost-effective solutions by leveraging my entrepreneurial experience and strategic partnerships.
Effective delivery of our services involves meticulous planning and coordination. I work closely with my team to ensure that every project is executed flawlessly. For instance, we recently received an inquiry from a foreign company interested in entering the Singapore market. They sought our business consulting, marketing, legal, and conceptualization services. By offering a single-window professional support system, we help clients reduce costs and streamline their operations. This holistic approach allows us to cater to diverse client needs and deliver exceptional value.
Q. What is your leadership philosophy, and what is your preferred leadership style?
My leadership philosophy revolves around open and effective communication. I believe that clear and transparent communication is essential for addressing challenges and finding solutions. I work closely with our distributors to ensure that any issues are resolved promptly and efficiently. A leader must align the company’s objectives with team spirit, fostering strong bonds and support within the workforce to overcome obstacles and achieve goals.
I prefer a collaborative leadership style, which involves engaging with team members at all levels and encouraging their input and feedback. This approach helps build a cohesive and motivated team. I also emphasise the importance of continuous learning and development. I encourage my team to pursue professional development opportunities and stay updated with industry trends and best practices. By fostering a culture of continuous improvement, we can stay ahead of the competition and deliver the best possible outcomes for our clients.
Q. Besides traditional fitness methods like yoga, what emerging trends do you see gaining popularity?
Mental health has become increasingly important, especially post-COVID-19. In Singapore, there’s a notable rise in mental health issues among the younger generation. At the Kingdom of Esther, we emphasise a balanced lifestyle that nurtures the mind, body, and soul. A healthy body supports a healthy mind, leading to clearer thinking and better decision-making. We aim to promote a holistic lifestyle and collaborate with like-minded individuals to improve overall well-being.
Emerging trends in the wellness industry include mindfulness practices, holistic healing therapies, and digital wellness solutions. Mindfulness practices such as meditation and deep breathing exercises help individuals manage stress and enhance their mental well-being. Holistic healing therapies, including acupuncture, aromatherapy, and herbal medicine, are gaining popularity for their natural and non-invasive approach to health. Digital wellness solutions, such as wellness apps and virtual wellness programs, offer convenient and personalised support for individuals seeking to improve their health and well-being.
Q. How do you see traditional Chinese medicine (TCM) coexisting with modern medicine?
With a history spanning 10,000 years, TCM offers unique healing methods without immediate side effects. I believe no single system will replace another. Modern science and technology bring valuable advancements, and an ‘East meets West’ approach can offer the best of both worlds in healing processes.
TCM and modern medicine each have their strengths and limitations. TCM focuses on holistic healing and preventive care, emphasising the balance of mind, body, and spirit. It uses natural remedies and therapies to support the body’s self-healing abilities. On the other hand, modern medicine excels in diagnostics, emergency care, and surgical interventions. By integrating the best practices from both systems, we can provide comprehensive and effective healthcare solutions that address the root causes of health issues and promote long-term well-being.
Q. How do you maintain your own well-being?
I prioritise regular stretching and start my day with warm water to detoxify. Weekly ‘Me’ time allows me to reflect and plan ahead, ensuring efficiency in my work. Planning is crucial, and I organise my schedule a week in advance to stay on track.
In addition to these practices, I focus on maintaining a balanced diet rich in natural and wholesome foods. I avoid processed foods and artificial additives, opting for fresh fruits, vegetables, whole grains, and lean proteins. Staying hydrated and getting enough sleep are also essential for my overall well-being. I carve out time for workouts at the gym. These habits help me stay energised, focused, and resilient in both my personal and professional life.
Living a balanced lifestyle requires discipline and mindfulness. I make a conscious effort to manage stress and maintain a positive outlook. Surrounding myself with supportive and like-minded individuals also contributes to my well-being. By taking care of myself, I can lead by example and inspire others to prioritise their health and happiness.
