Why Hair Care Entrepreneur Amy Ngo Believes In The Retail Experience
Amy Ngo goes against the grain. When many brands reconsider their brick-and-mortar plans, the entrepreneur plans to open 65 outlets across the island over the next three years through a combination of franchising and his own efforts.
“Traditionally, online platforms are advertisements to entice people to come to the store. Now the stores have become advertisements to motivate consumers to buy online, ”she said.
Ngo is a former hairstylist and co-founder of Organic Hair Regrowth Solutions (OHRS), an organic hair salon brand.
She remembers how her interest in the industry started at a young age when she accompanied her mother on hair appointments and asked the salon owner to give her minor chores to do. When she brought up the idea of becoming a hairdresser to her parents, her father rejected her. Ngo challenged him and studied the business in secret.
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After a few years of working in the industry, his colleague suggested that they venture out on their own. Ngo jumped at the chance without thinking and launched OHRS in 2007.
Fourteen years later, it now has nine outlets in Singapore.
When the pandemic hit, Ngo had to close all of its outlets. Fortunately, its abundant reserves and government support kept the business going even without income for a while. She also spotted another opportunity: to buy a factory to produce her own line of home hair care products.
“I think professional organic scalp treatment packaged in home care kits will become a huge market because they provide immediate results at a fraction of the cost and in the comfort of your own home,” says Ngo.
His prediction is not unfounded. Many research studies have shown that young people are increasingly reporting hair loss. In 2018, a self-reported study of 4,000 Beijing university students found that 60% of them were losing their hair. Many professionals in the field also share that they are seeing more and more younger clients with thinning hair and balding hair. Ngo noticed the same trend in Singapore.
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“We are seeing more and more clients under the age of 30 with scalp problems. One of the youngest clients we had was 14, ”she shares.
Ngo is ready to help. In addition to professional home care kits, it has incorporated technologies such as smart mirrors into its new outlets that allow customers to access their scalp condition and effectively track their progress with each visit. Ngo says, “Combining hair care with technology can be tricky, but we’d like to think we’ve done it. Our customers come first and everything we do is provide them with the greatest satisfaction.