Meet Minnie Ma | Imaginative Executive, Idea Alchemist, Architect of Decisions

We had the good fortune of connecting with Minnie Ma and we’ve shared our conversation below.

Hi Minnie, how do you think about risk?
Risk has always been a part of my story—and in many ways, it’s a part of all of our stories. From the moment we’re born, we face risks. That very first breath is a risk, a powerful reminder that risk is woven into the fabric of our lives. The question isn’t whether we take risks, but how we face them and manage the uncertainty they bring.

Early in my career, I thought taking risks meant making bold decisions—throwing myself headfirst into every opportunity. I began in investment banking, where I learned about risk management in the most traditional sense: numbers, markets, and financial models. But it wasn’t until I moved into venture capital that I began to understand a different dimension of risk—something deeply personal. I realized that risk wasn’t just about managing money; it was about managing myself—my choices, my energy, my time. At the same time, I struggled to manage my own finances, a humbling experience. Despite advising others on major financial decisions, I found I still had much to learn about building my own financial foundation. I remember sitting at my kitchen table one night, overwhelmed by bills and spreadsheets, feeling a deep sense of inadequacy. I felt like an imposter—someone who could advise others, yet struggled to manage my own life. But that vulnerable moment taught me about growth, humility, and that personal development is, in itself, a form of risk.

Another key lesson I’ve learned about risk is that it isn’t just about moving forward—it’s also about knowing when to let go. There were times when I had to let go of projects, relationships, or even long-held dreams, and that was never easy. I remember one particular project I worked on for almost a year, spending late nights and pouring my energy into it, until I realized it no longer aligned with my original purpose. Those days felt like pushing a boulder uphill, and eventually, I had to face the truth and let go. At the time, it felt like failure, but looking back, it was one of the most liberating choices I’ve made. Letting go is also a risk, but often it’s the kind that leads to real growth.

Mindset is everything when it comes to dealing with risk. In both my career and personal life, there have been many moments when things didn’t go as planned. It’s easy to let fear of the unknown take over, to let the pressure consume you. I remember transitioning into a new role where everything felt unfamiliar. I struggled with imposter syndrome, feeling overwhelmed and inadequate. One night, I found myself alone in the office, the empty desks and dim lighting amplifying my doubts. It was then that I realized I needed to change my mindset, to redefine what success and progress looked like for me. Staying calm has been the best way I’ve learned to manage risk. Many of the challenges that once felt insurmountable turned out to be just small bumps in the road. Keeping that perspective has helped me stay grounded and resilient.

Risk has also taught me how to balance self-reliance with accepting help from others. During a particularly tough time in my startup journey, we were struggling to secure funding, and the pressure was mounting. I spent countless hours meeting investors, refining pitches, and motivating the team, only to face rejection after rejection. One day, after yet another setback, I sat alone in a coffee shop, watching people pass by, each of them seemingly moving effortlessly through their day while my world felt like it was falling apart. In that moment, I realized I couldn’t wait for someone else to save us—I had to rely on myself, to believe in what we were building, even when no one else did. That experience taught me that resilience often means standing alone, while also being grateful for help when it comes. It’s a balance: having hope without placing all your expectations on others.

Risk isn’t just about making decisions at work; it’s part of our everyday lives. It’s about choosing vulnerability, trying something new, and stepping into the unknown. For me, risk is about progress. It’s about embracing uncertainty, acknowledging the possibility of failure, and pushing forward anyway.

The most profound risk I’ve ever taken was moving to the United States alone at 17, leaving behind everything familiar—my family, my friends, my entire life. I remember the night before my flight, sitting on the floor of my empty apartment, surrounded by packed bags, feeling the weight of my fear. I had no idea if I would find a community, if I would succeed, or if I would end up back home feeling defeated. Everything was unknown, but I knew that staying where I was meant staying stuck, so I chose to leap.

The first few months were incredibly hard. I got lost countless times, struggled with the language, and felt an overwhelming sense of loneliness. There were days when I called my family in tears, but slowly, I found my way. I built a new life, made new friends, and discovered a strength in myself I never knew existed. That leap changed me in ways I could never have imagined. It wasn’t easy, but it was worth it. I’ve come to realize that the greatest risk is not taking any risks at all—to stop growing, to stop trying.

We all fear the unknown, but we also crave the possibilities it holds. Risk is the bridge between where we are and where we want to be, and I’m committed to crossing it, time and time again.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
My journey into the beauty industry has been anything but conventional. I started out as a finance professional, navigating the world of spreadsheets at an investment bank during the day, and by night, I found myself diving into headlines as a media newcomer, delivering news during the pandemic. It sounds like a double life, doesn’t it? There I was, analyzing venture capital by day and reporting the latest events by night. And somehow, all of those experiences led me to beauty. Life has a funny way of surprising you—you follow one path, take a few unexpected turns, and suddenly you find yourself in an entirely different landscape, one filled with lipstick, color palettes, and a mission to empower others.

Working in finance taught me how to spot hidden value—whether it’s a promising startup, an emerging trend, or even a truly game-changing mascara. Meanwhile, my time in media showed me how to tell stories that resonate with people, stories that truly matter. But it was the beauty industry that brought it all together—it gave those skills heart and purpose. INTO YOU is more than a brand; it is a place where I found my own confidence and a community where I aspire to help others find theirs.

To be honest, I never felt that I fit the conventional beauty standards often glorified in glossy magazines. I was the shy one—the girl hiding behind a curtain of bangs, hoping nobody noticed my awkward attempts at eyeshadow. But co-founding INTO YOU changed everything. It made me realize that I wasn’t alone in feeling this way. So many of us have felt invisible, like we didn’t belong in the beauty world because we didn’t meet those impossible ideals. I learned that beauty isn’t about blending in; it’s about standing out, about embracing and celebrating who you truly are. And if I could find that sense of belonging, then I knew I could help others find it too.

One of my proudest moments at INTO YOU was partnering with 3.1 Phillip Lim at New York Fashion Week. If you know anything about the fashion world, you know it’s a bit like trying to get into the most exclusive party—everyone looks flawless, and you’re just hoping you remembered your invitation. For us to be there, collaborating with such an iconic designer, was monumental. It wasn’t just about showcasing our products on the runway; it was about making a statement: we belong here. Seeing our multi-purpose lip products being used to create those stunning, monochromatic looks was truly a dream realized, a testament to our hard work and creativity.

But for me, it’s not just about Fashion Week or the excitement of being part of major events like KCON. It’s about the people we reach. The true reward comes from knowing that we are helping people embrace their unique beauty, to feel seen, heard, and valued. We’re not here to tell you how you should look; we’re here to help you discover what makes you feel your best—whether it’s a bold red lip on a Friday night or a fresh, bare face on a quiet Sunday morning. That is where the real magic lies. INTO YOU is now distributed in over 700 stores in Japan and ranks among the top three lip products in China. We are also beloved in Malaysia, Thailand, Vietnam, and other Asian countries. Expanding beyond Asia has been a source of immense pride for our team, proving that our message resonates far and wide. We give young Asian girls new courage, new textures, and an extensive collection of choices.

Of course, the journey has not been without its challenges. One of the toughest battles we’ve faced is changing perceptions about Chinese products. There’s still a stereotype that Chinese beauty products are inferior, mere imitations of better-known brands. We’re here to prove that belief wrong every single day. We pour our hearts into creating products that embody quality, innovation, and a touch of luxury, while still being accessible. We want people to know that Chinese beauty can be world-class—something you are proud to use, not just because it’s affordable, but because it’s genuinely exceptional.

Reflecting on this journey, my background in finance gave me the analytical edge, media taught me how to craft compelling stories, but INTO YOU gave me a purpose that is deeply personal. I know what it’s like to feel like you don’t fit in, and now, I have the chance to help create a space where no one has to feel that way. We are here for everyone—women, men, and everyone in between. Beauty isn’t a mold you have to fit into; it’s a canvas, waiting for you to paint it however you like. That’s the story we are telling, and that’s what makes every challenge and every triumph worth it. I want people to know that beauty is not about perfection; it’s about authenticity, about embracing every part of who you are. And that’s the journey we are on, together.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Day 1: City Vibes

Day 2: Into the Wild +Beach Chill

Day 3: Artsy Day +History & Fun

Day 4: Mountain Day

Day 5: Relax + Shopping

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I’d like to give my shoutout to countless people who have been part of my journey, but especially to my parents. They’ve always supported me, providing hope and motivation every step of the way. Their belief in me has been a driving force, and I truly wouldn’t be where I am without their encouragement and love.

Website: https://www.intoyoucosmetics.com

Image Credits
Jeremy Choh @See Management