share on
Balancing motherhood, business, and team growth, Jasmin Tay, Founder, Perky Lash shares how empathy, grit, and a no-hard-sell approach helped turn her beauty brand into an industry game-changer.
- Feature by Priya Sunil and Sarah Gideon.
Starting a business is never easy — especially when you're wearing multiple hats. Many founders find themselves shifting gears constantly: one moment you're the strategist, the next you're handling operations, mentoring teams, resolving issues, and shaping the company culture; a demanding balancing act that requires resilience, adaptability, and a clear sense of purpose.
For Jasmin Tay, (pictured above) Founder, Perky Lash, this was exactly her reality. What began with a deep love for beauty and a rented room in Bugis has since grown into a thriving beauty brand with multiple outlets across Singapore and Malaysia.
But Tay’s story goes far beyond business expansion. It’s about building a people-first culture, leading with empathy, and knowing when to make bold moves. In our conversation with her, she shares her key lessons in leadership, team development, and staying grounded through growth.
Q Women-owned businesses in Singapore remain a minority. What were some of the biggest challenges you faced as a woman entrepreneur, and how did you navigate them?
As a woman entrepreneur, one of the biggest challenges I’ve faced is balancing multiple roles — being a mother, a wife, a daughter, a business owner, and a leader. Juggling these responsibilities can be overwhelming, but I’ve learned to manage them by setting clear priorities, establishing boundaries between work and personal life, and ensuring I dedicate time to each aspect. Rather than striving for perfection, I focus on maintaining balance.
"Having a strong support system has also been essential in helping me navigate both my business and personal responsibilities effectively."
Q Your journey began with a love for beauty and a rented room in Bugis. What was the turning point that made you realise Perky Lash could become a game-changer in the industry?
As my regular customer base grew, I realised I could no longer manage all the appointments alone. That was the turning point — I knew I had to expand. I started opening more outlets and building a strong team to meet the growing demand. This growth not only allowed us to serve more customers but also positioned Perky Lash as an industry game-changer, setting new standards with high-quality services and a no hard-selling approach.
Q Many entrepreneurs struggle to transition from being hands-on to leading a team. How did you evolve as a leader while scaling Perky Lash, and what were the biggest lessons in that transition?
I always envisioned expansion beyond just one outlet. As Perky Lash grew, I focused on developing a strong team by promoting existing staff into different roles, allowing them to take on more responsibilities. This transition not only empowered my team but also freed me to focus on broader business growth.
One of the biggest lessons I learned was that leadership isn’t about doing everything myself — it’s about trusting and equipping the right people to drive the business forward.
Q Growth often comes with the challenge of maintaining company culture. How do you ensure that Perky Lash’s values and high standards remain intact as you expand?
At Perky Lash, our core values revolve around transparency and a customer-centric experience. We maintain fixed pricing with no packages, ensuring that clients can enjoy beauty services without pressure or hard selling. We want every customer to feel relaxed and in control of their me-time.
To uphold these values as we expand, we ensure that every new hire undergoes a thorough orientation led by our managers. We also conduct regular reviews — monthly or quarterly — with both new and existing staff to ensure everyone stays aligned with our core values. This ongoing process helps us maintain a consistent, high-quality experience across all outlets while keeping our team engaged and aligned with our vision.
Q Beyond serving customers, you’ve built a team of skilled lash artists. How do you develop leadership potential within your team and ensure they grow alongside the business?
Career progression is important to us. We encourage our staff to explore new responsibilities and gain well-rounded experience. Instead of simply testing them with challenges, we offer continuous training and mentorship to help them succeed in new roles. This ensures they feel confident and capable as they grow with the business, fostering a strong and motivated team.
Q As a leader, you’ve made bold moves that shaped Perky Lash’s success. What’s the toughest business decision you’ve had to make, and what did it teach you about leadership?
One of the toughest decisions I’ve had to make was knowing when to let go. A key example was our Bugis shophouse, which we started during COVID. After the pandemic, we worked hard to recover the business, but we soon realized it was no longer sustainable due to staffing shortages and other challenges that arose from COVID. We had to make the difficult choice of whether to continue or close the outlet, and ultimately, we decided to let go to protect the business as a whole.
This experience taught me that as a leader, making prompt and decisive choices is crucial to long-term success. Delaying tough decisions can impact the entire business. I also learned the importance of clear and transparent communication with the team, ensuring they understand the situation and have alternative plans in place.
Q What have been the most valuable skills you’ve developed over the years — as an entrepreneur and a leader, and what advice would you give to aspiring women business owners?
I would say empathy is the most valuable skill I’ve developed over the years. Understanding my team and customers through actively listening to their needs, and providing solutions have been essential in building a strong and supportive work environment. For example, if a team member is pregnant or needs a break, we do our best to accommodate their needs while ensuring smooth business operations. When team members feel heard and supported, they are more engaged and committed to their work. This not only supports the individual but also fosters a positive work environment where employees feel valued and empowered to grow.
My advice to aspiring women business owners is to always be overprepared.
Keep learning, stay adaptable, and approach challenges with a solution-driven mindset. Success comes from not just overcoming obstacles but also finding ways to grow from them.
Q Let's end on a fun note! Imagine an alternate reality where you took a completely different career path — what would Jasmin Tay be doing today?
I’d be a teacher. I love sharing knowledge and believe education is key to shaping the next generation. Teaching isn’t just about passing on information — it’s about guiding, inspiring, and helping young minds grow. I find it fulfilling to support students in building confidence, developing critical thinking skills, and working toward their goals. Helping them lay a strong foundation for their future would be truly rewarding!
Photo: Provided
share on
