Bee
Choo
Origin
Celebrates
25th
Anniversary
with
CEO
Succession
and
Mascot
Reveal
A
New
Chapter:
CEO
Succession
Ceremony
One
of
the
most
emotional
and
memorable
moments
of
the
25th
anniversary
celebration
was
the
CEO
succession
ceremony,
a
heartfelt
passing
of
the
torch
from
one
generation
to
the
next.
Founder
and
outgoing
CEO,
Mdm
Cheah
Bee
Chew,
officially
entrusted
the
future
of
Bee
Choo
Origin
to
her
daughter,
Estee
Lim
Xue
Ting,
who
now
assumes
the
role
of
Chief
Executive
Officer.
Estee’s journey with the brand is a testament to perseverance and purpose. A qualified optometrist by training, Estee initially pursued a career in the primary eye care sector before deciding to join her mother in managing the growing herbal hair care business. In 2024, she further deepened her expertise by becoming a certified trichologist, earning her accreditation from the International Association of Trichologists.
Over the past nine years, Estee has played an instrumental role in driving the evolution of Bee Choo Origin, spearheading digital transformation, introducing innovative product lines, refreshing the brand identity, and expanding its presence both online and across international markets.
In a deeply moving speech, Mdm Cheah shared, “At 65, I’ve come to realise that the greatest legacy is not in leaving behind an empire, but in raising a successor who surpasses you.” Her words captured the spirit of the evening, one filled with pride, gratitude, and hope for the future. The ceremonial handover included a symbolic gold key, brought on stage by the company’s newly introduced mascot, Manny, a figure inspired by the Ginseng herb, known for strength and resilience.
Estee’s appointment as CEO at the 25th anniversary dinner marks a significant milestone in the company’s 25-year journey. It reflects the brand’s confidence in her vision and commitment to continuous growth while remaining grounded in its founding values of integrity, care, and natural wellness. With Estee at the helm, Bee Choo Origin is poised to usher in a new chapter, one that blends tradition with innovation and heritage with forward-thinking leadership.
A
Glimpse
Into
the
Future:
New
Product
Announcement
In
line
with
the
celebratory
theme
of
innovation
and
growth,
Bee
Choo
Origin
also
unveiled
a
new
addition
to
its
product
lineup
during
the
gala
dinner—The
Finest
Dead
Sea
Mud
Scalp
Mask.
This
in-store
treatment
combines
the
mineral-rich
properties
of
Dead
Sea
mud
with
the
Bee
Choo
Essence,
the
brand’s
signature
blend
of
herbal
actives,
to
offer
deep-cleansing
and
revitalising
benefits.
Slated to launch later this year exclusively as a professional in-store treatment, the scalp mask is designed to work synergistically with Bee Choo Essence to enhance scalp detoxification, encourage healthy circulation, and help maintain overall scalp balance. Developed as a natural, chemical-free solution, it reflects the brand’s continued focus on providing a holistic and elevated treatment experience for customers.
“This new scalp mask reflects our dedication to continuous innovation while staying true to our herbal roots,” Estee shared. “By combining the therapeutic properties of Dead Sea mud with our trusted Bee Choo Essence, we’re offering a treatment that is not only indulgent but deeply effective.”
Introducing
the
Bee
Choo
Origin
Mascot
Family
To
further
commemorate
its
25th
anniversary,
Bee
Choo
Origin
unveiled
its
delightful
new
mascot
series,
each
representing
a
key
ingredient
used
in
its
signature
herbal
hair
treatments.
The
mascots
—
Manny
(Ginseng),
Ling
Zy
(Ling
Zhi),
Hei
(He
Shou
Wu),
and
Dango
(Dang
Gui)
—
bring
warmth,
character,
and
a
playful
spirit
to
the
brand.
“These mascots are more than just adorable figures,” Estee shared. “They symbolise who we are, natural, full of life, and deeply rooted in heritage. This new direction helps us stay relatable and build stronger emotional bonds with our customers.” The mascots will feature prominently in marketing campaigns, social media, merchandise, and educational materials.
As Bee Choo Origin celebrates its 25th anniversary, it reaffirms its commitment to holistic, herbal-based hair solutions while looking boldly ahead. With Estee as the CEO and the mascot family as its new brand ambassadors, the company is poised to soar to new heights.
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Hashtag: #BeeChooOrigin
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