How Careyou Beauty Founder Carey Cheung Has Transformed Semi-Permanent Beauty

INTERVIEW

Founder of Careyou Beauty, Carey Cheung first discovered the transformative power of semi-permanent makeup from the anxieties she once carried in her own appearance, a journey that reshaped not just her features but also her confidence. Inspired by the sense of personal freedom and joy it brought, she set out to help other women feel the same. In 2009, Carey launched Careyou Beauty with a vision to elevate basic salon services to a premium experience that blends aesthetics with genuine passion. Offering specialised services such as 3D hairstroke eyebrows, Careyou Beauty delivers tailor-made solutions rooted in care for each and every customer. Today, with a decade of expertise Carey has served over 10,000 customers, including star-studded clientele, and evolved her business into Hong Kong's best semi-permanent makeup clinic, even featuring in British Vogue. Building a brand that celebrates authenticity and female entrepreneurship, her work is celebrated worldwide. The best in the business, Carey Cheung is a pillar of womanhood—a business owner, a mother and an artist.

Speaking in an exclusive interview with CSP Times, Carey Cheung details the driver of her passion in transformative semi-permanent makeup, and her motivation to provide women with the confidence to make the world their own.

What first drew you to the beauty industry, and what inspired you to make it your

career?

What first drew me to the beauty industry was my own experience with sparse eyebrows and eyelashes, which made my upper face appear empty and lacking definition. When I began learning how to apply makeup, particularly focusing on eyebrows, eyeliner, and eyelashes, I noticed a significant boost in my confidence as my features became more defined. But then I began to worry people won't be able to recognise me when they see me not wearing eye makeup.

My journey continued when I discovered semi-permanent makeup treatments, specifically for eyeliner and eyebrows. After undergoing the procedures, I felt incredibly happy with the results, as they restored my confidence and saved my time. Each morning and before bed, when I looked at my face without makeup, I experienced a joyful transformation that was profound; it's the better version of me, simply with more hair.

This inspired me to pursue a career in semi-permanent makeup. Initially, I approached it from the perspective of a user, driven by my own enjoyment of the treatment. I wanted to help others who are similar to me, especially those who feel insecure without makeup, to experience a positive change and beauty transformation as I had. This desire to make a difference in others' lives ultimately led me to choose this career path.

How did Careyou Beauty come to life back in 2009—what was your vision when

you started?

Careyou Beauty was established in 2009 when I noticed that semi-permanent makeup in Hong Kong was primarily treated as a small add-on service in beauty salons, lacking detailed information about the procedures. I observed that many beauty advertisements were often found in local areas with street food shops, featuring colourful posters with huge price lists that didn't inspire elegant style.

At the same time, I saw elegant international brands like Bobbi Brown and Armani in places like Lane Crawford, which showcased simplicity, timelessness and sophistication. This made me question why a temporary makeup style that lasts only a day could be so appealing, while semi-permanent makeup, which can last for years, often lacked a similar aesthetic. I wanted to incorporate my own standards of beauty into my semi-permanent makeup brand to attract clients who value quality and aesthetic.

By 2016, when we designed our first full-floor store, I conducted extensive research on award-winning spas worldwide and gathered my favourite design elements to create a cohesive concept for my studio. My vision was to provide clients with a unique experience where they could feel the quality, cleanliness, elegance, and trustworthiness of the service, reflecting my personal commitment to high standards of beauty.

The phrase "Beauty is Self Love" is central to your brand—what does that mean to

you personally?

Beauty is Self-Love. When you feel beautiful, you feel confident, happy, and whole. My mission is simple: to help you rediscover your natural beauty so you can see—and love—the best version of yourself.

Every day, I witness the power of transformation—not just in appearance, but in spirit. It is an amazing and healing experience for me to see every client leaves our studio glowing, it's more than skin-deep. It's the spark in their eyes, the lift in their posture, the way they carry themselves with newfound pride. That's the magic of self-love in action.

Because true beauty isn't about perfection. It's about owning your uniqueness, embracing change, and having the courage to invest in yourself. When you choose to feel beautiful, you're choosing joy, confidence, and the life you deserve.

So take that self-love step by investing in yourself. You're worth it.

​​What advice would you give to someone coming to Careyou Beauty for the first

time and feeling unsure?

If you're coming to Careyou Beauty for the first time and feeling unsure, my advice is to take the time to ask any questions you may have about our services. It's important to understand the treatments and expect the results first hand.

Most of our clients come through word-of-mouth recommendations, which makes us very happy. When you walk in, you'll notice that many guests are already excited about the effects with no doubt, thanks to the trust they have in the recommendations from people around them.

You can also observe the semi-permanent makeup results on our staff, as all of our employees have personally undergone these treatments. Each new employee receives our beauty services, which often enhances their appearance and serves as a great advertisement for us.

Feel free to ask our staff about their experiences with the treatments, including how the eyeliner and eyebrow results look and whether the process is painful. Since our staff are actual users, their shared experiences can help ease your concerns.

For any specific worries you may have, we are here to provide solutions to ensure you feel comfortable. Ultimately, the best endorsement comes from our satisfied clients, who can tell you just how effective our treatments are.

We don't overpromise—we overdeliver. No magic tricks, no empty claims.

You've worked with over 10,000 clients—is there a story or transformation that's

stuck with you?

One story that has stuck with me involves a client who suffered a severe head injury from a car accident, which left her with a portion of her scalp and skull missing. After undergoing a painful scalp surgery, she expressed that the recovery was even more painful than the accident itself.

Due to the loss of scalp, she had to have skin from her inner thigh transplanted to her head. She attempted hair transplants, but they failed completely, and even subsequent tattooing efforts did not succeed. The empty areas on her scalp caused her daily anxiety, especially when the wind blew, as she was constantly worried about how it looked.

When she came to me, she said I was her last hope. If I couldn't help her, she would give up on trying to change her appearance. I felt great empathy for her and understood her pain. At that time, I didn't offer a semi-permanent hairline treatment, but I thought about adapting eyebrow techniques for use on the scalp. I asked her for some time to research this possibility.

I found one clinic in Korea and Taiwan that offered similar treatments, but there were none in Hong Kong at that time. After reviewing their cases and operational methods, I felt confident enough to proceed with her treatment.

When she completed the procedure, she was incredibly happy. She finally felt relieved of anxiety, and she no longer had to worry about people noticing her scalp when the wind blew. This transformation not only boosted her confidence but also allowed her to move past the trauma of her accident, positively impacting her life.

Can you tell us more about your recent collaboration with Working Moms? What

was the motivation behind it?

In 2021, I began collaborating with an NGO that serves grassroots mothers in Sham Shui Po, many of whom live in subdivided flats and rely on social assistance. Some are single mothers with children diagnosed with ADHD or autism. These mothers have numerous stories of resilience in challenging circumstances.

My motivation for this collaboration with Working Moms stemmed from my desire to support these mothers. We initially helped them to sell their handmade products at Landmark Shop, such as phone cases and woven bags, which we sold in our store to provide them with some financial assistance.

Later, I wanted to expand the project further. We partnered with Be Candle to produce a line of travel candles, relocating the candle-making workshop to a centre run by J Life Foundation, an NGO. This made it convenient for nearby mothers to participate in the production.

In just three hours, these mothers can produce 200 candles, each priced at HK$180. This enables them to earn a decent income, with hourly wages ranging from HK$200 to HK$300.

My motivation for this project stems from my own experience as the child of a single mother. I witnessed my mum's hard work and dedication while raising me, serving as a role model, which greatly influenced my attitude towards work and perseverance. I understand that these mothers deeply desire to work, not just to rely on social assistance. When their children ask, "Mum, where are you going today?"—the mothers can proudly respond that they are going to work, and earn money to buy their kids things like educational tools or books for school. This demonstrates to their children that even in difficult circumstances, they can be self-sufficient.

Ultimately, our goal is to help these mothers establish better working conditions, empowering them to become self-reliant and serve as role models for the next generation.

Between running a business and raising a family, how do you make space for

yourself?

Balancing running a business and raising a family can be challenging, but making space for myself is essential.

When my kids were young, I poured my energy into them. But as they grew, I realised: to show up fully for others, I needed to recharge too. So I took a solo trip to Kyoto for meditation—and my daughters supported me, even saying, "Forward us our school emails; we've got this." Their kindness reminded me—rest is not a reward, it's fuel.

A client once told me, "You'd tell your own daughter to rest. Why not yourself?" That hit hard. Many mothers experience "Mum Guilt" when taking time for themselves, but I'm learning to focus on achieving a better life balance. I hope my daughters will also learn to care for and love themselves in the future. Now, I prioritise breaks without guilt, because I want my girls to see that self-love isn't optional—it's how we sustain joy, balance, and a full life.

Mums: You can't pour from an empty cup. Fill yours first.

What do your kids think about your work—are they curious about what you do?

My daughters are very happy about my work. They see me as someone to be proud of. For instance, they often Google my name, Carey Cheung, and find articles about me online, which makes them feel proud. They also share stories from school, like when classmates say, "Your mum is so pretty and young!" This brings them a lot of joy.

I believe that in their eyes, my role as a mother, whether it's through my work or maintaining my best self, is something that makes them feel good. They recognise that my achievements lead their friends to compliment me, which adds to their happiness.

Moreover, they understand that I work hard for our family. They can see the responsibility I carry, and this awareness fosters a sense of pride in them. As a mother, the image I present to my children serves as a model for them to emulate in the future, reflecting the power of leading by example.

Any hobbies or self-care rituals you turn to when you need to unwind and reset?

When I need to unwind and reset, I turn to several hobbies and self-care rituals. I’ve found that taking a pause is essential, especially when I’m busy with work. For instance, during my pregnancy, I realised the importance of stopping to reflect on my overall direction and next steps.

One of my favourite activities is meditation, which I combine with breathing exercises. After meditating, I feel a clearer sense of my body and mind, and my thoughts become more focused. Additionally, I enjoy massages. These sessions help me calm down and connect with my body, allowing me to listen to its stories and messages. This process is truly healing for me.

Overall, these practices help me to recharge and provide a sense of balance in my life. Change can happen quickly—two to three years of dedicated effort can lead to significant progress. Those years are crucial, and the hard work you put in during that time will yield great results. Avoid procrastination, as it can hinder your growth and prevent you from achieving your dreams.

What’s one piece of advice you’d offer to single mums who want to start their own

business but don’t know where to begin?

One valuable piece of advice for single mums looking to start their own businesses is to embrace the growing trend of female entrepreneurship, particularly among mothers. Many women in my network are not only managing their households but also uncovering their passions. Some have a deep love for cooking, while others focus on product testing and sharing their insights. They are actively discovering what inspires them.

Begin where you are. Your strength as a mother is already your greatest entrepreneurial skill.

Find your spark—what makes you lose track of time? Cooking, organising, creating? That’s your clue. Trust that you have something unique to offer.

Next, start small but think clear. Set one actionable goal this week—even if it’s just research or a 10-minute brainstorm. Progress compounds.

Lean on free resources: podcasts, YouTube tutorials, or library books (what changed me is Inamori Kazuo’s Living Law). Watch a 5-minute motivational video daily—it’s fuel.

Most importantly, build from love. Ask: How can my business serve others? When you tie your work to your why, exhaustion turns into purpose.

You’re already a multitasking hero. Now channel that superpower into your dream.

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