What began as a simple idea during a vacation in Europe has blossomed into a rapidly growing, homegrown multi-brand beauty retailer for sisters Kanchan and Vandana Ratnani. Since its inception in 2016, Chinie’s — their shared vision — has experienced exponential growth, now boasting four outlets across key cities in Malaysia, along with an online shopping platform. Guided by a mission to offer premium beauty brands from around the world, Chinie’s features over 25 brands from the USA, Greece, India, Turkey, France, Korea, and Italy, all at accessible prices, highlighting its commitment to making luxury beauty attainable for everyone. These brands are meticulously curated for the Malaysian market, catering to diverse preferences that include clean formulations, pregnancy-friendly products, trendy makeup, and niche beauty brands.

Chinie’s isn’t just a beauty retailer; it provides a personalised, enriching experience for every customer through tailored beauty services and classes. The dynamic duo is just getting started, with ambitious plans to establish Chinie’s as a one-stop destination for beauty enthusiasts. In this exclusive feature, we get up close and personal with Kanchan and Vandana Ratnani — the visionary sisters fueling the success behind Chinie’s — to learn more about their journey and future aspirations.

Interview with Kanchan and Vandana Ratnani, Founders of Chinie’s

Hi, Kanchan and Vandana Ratnani! It’s nice to meet you. Could you briefly introduce yourselves?

Kanchan: My name is Kanchan Ratnani, the founder of Chinie’s and the most amazing irreplaceable sister to my business partner and sister, Mrs.Vandana Ratnani. I graduated in Interior Architecture from Taylor’s University, Malaysia. I am currently based in Dubai, UAE since 2021. My role in Chinie’s involves PR & Marketing, E-commerce business development, branding and designing of Chinie’s as well as brand development. We both share responsibility when it comes to brand onboarding.

Vandana: Hi there, it’s great to e-meet you! I’m Vandana Ratnani Dhanoa, the Co-Founder of Chinie’s. I graduated from Monash Malaysia with a Bachelor of Business and Commerce, majoring in International Business and Marketing. After graduation, I took on the challenge of building Chinie’s online presence from the ground up, heading its E-commerce and Marketing division.

In 2021, after Kanchan’s move to Dubai, we adapted to our new dynamic and my role evolved. Today, I manage Retail & Operations, Brand Onboarding, Human Resources, and oversee our Store Events and Exhibitions. It’s been an exciting journey of growth and learning!

We heard that you were inspired to start Chinie’s after a holiday in Europe. Can you share a specific moment or experience that sparked the idea?

Kanchan: Back in Malaysia, I used to shop exclusively at Sephora. As a student, it was difficult to afford many products in one go due to the high price point, even though I needed them. The only reason we kept returning to Sephora was the undeniable quality.

During my graduation trip to Europe, I discovered brands like Kiko Milano and Flormar. They offered such affordable prices without compromising on quality, and I was blown away by the range of products. It made me wonder, why don’t we have these kinds of options in Malaysia? Why is there such a huge price and quality gap between Sephora and drugstore cosmetics?

That’s when the idea first sparked. My mother lent me her credit card, and I spent the last two days of my trip stocking up on products with the thought of selling them to customers and employees at my father’s department store. In just one month, everything sold out!

That’s how it all began — completely unplanned, while I was on a break after university, without any intention of continuing on this journey. But the success of that first sale got the ball rolling!

Chinie’s is such a catchy name. Can you share the inspiration behind it?

Kanchan: Chinie’s draws its name from “Chinie,” which means “sugar” in Hindi. It’s also a childhood nickname lovingly given to me by my mother. By adding the ‘s, we gave it a global touch, turning it into “Chinie’s” – a name that feels both sweet and international. Who knows, maybe it’s a sign that we’re ready to take the world by storm!

With the competitive beauty retail market in Malaysia, what were some of the initial challenges you faced when establishing Chinie’s, and how did you overcome them?

The first hurdle we faced was learning the documentation process to import cosmetics and skincare into Malaysia. Navigating the regulatory landscape was no easy feat. To top it all, cosmetics and skincare is an industry that requires trust, and building that trust takes time. Customers need assurance before investing in products they use on their skin, and most prefer investing in brands they are already familiar with. As young entrepreneurs in our early 20s, we were naturally drawn to the bigger picture and the exciting prospects of launching our brand. However, the reality we quickly faced was that customers don’t always share the same excitement at first glance. We knew our products were of high quality, but convincing customers required more effort and patience.

We chose a product line that demands years of testing and consumer comfort to earn trust. With a small team of just three people, we each wore multiple hats. This meant that many aspects of Chinie’s weren’t receiving the full attention they needed for the brand to truly take off.

To overcome these challenges, we strategically invested our resources into opening a second outlet in Kuala Lumpur within just a year – before even breaking even. Establishing our presence at NU Sentral provided Malaysians with a sense of security and trust in our brand. From there, we started small-scale marketing, leveraging local influencers to spread the word. Once we achieved financial stability, we took the next step by outsourcing our social media management to a dedicated company, while still being deeply involved in creating the authentic, engaging content you see today. This combination of strategic expansion and focused marketing has been key in building our brand’s credibility and growing our customer base.

Chinie’s is renowned for offering premium beauty products at affordable prices. Why has this become a core mission for your brand, and why is it important to make luxury beauty accessible to everyone?

The gap in the market was what sparked this journey. To build a sustainable business, it’s essential to strike a balance between accessibility and quality. While consumer trends may ebb and flow over time, one thing that must remain constant is the quality of the products. Pricing, influenced by external factors such as the economy, is often beyond our control. That’s why we focus on offering high-quality products at affordable prices, giving us a unique advantage that allows us to cater to a broad range of customers, regardless of their financial standing at any given time.

Growing up in a business-driven family, we had firsthand experience watching diverse groups of customers walk into Rams Home Decor, our parent company. No one ever left empty-handed. Rams Home Decor catered to all, from everyday customers to VIPs of the country. The company’s resilience and continued success over the years left a lasting impact on us. This inclusive approach is something we’ve carried with us into Chinie’s, ensuring that we meet the needs of all our customers without compromising on quality.

Your brand is known for curating exclusive international beauty products, including LA Girl Cosmetics, Isabelle Dupont, Mesaudo Milano, Pielor, and Erre Due. What criteria do you use to select the brands and products you carry?

Every product on our shelves has been personally tried and tested by us, our family & friends, employees as well as local makeup artists before we decide to import it. As makeup artists ourselves, we have a keen eye for evaluating the finish and understanding what suits our consumers’ diverse skin types and tones. The first and most crucial factor we assess is the undertone and shade range a brand offers. Inclusivity is at the heart of our brand, and we believe that no customer should leave our store feeling left out.

The second criteria is product performance, particularly the finish, which we compare to luxury brands and our country’s weather. A smooth finish that sits on the skin is like a magnet, drawing customers back for more. It’s a vital part of building trust and loyalty in our community. Our goal is to provide high-quality alternatives that don’t break the bank while simultaneously offering luxury. After all, we believe that beauty should be accessible without compromising on quality or affordability.

Lastly, we consider the packaging — it must be durable and aesthetically pleasing — and of course, the price point. 

As sisters, can you share how your relationship dynamics have shaped the growth of Chinie’s, especially when it comes to decision-making and defining the brand’s vision?

Kanchan: As sisters, our different personalities have played a big role in shaping the growth of Chinie’s. Vandana is more careful and practical, while I am the risk-taker and dreamer. These contrasting traits create a great balance in decision-making. Vandana ensures that we stay grounded and make well-calculated moves, especially when it comes to operations and financial aspects. Meanwhile, my boldness and creative vision push us to explore new ideas and take the brand to new heights.

This dynamic really helps us define Chinie’s vision. We combine practicality with creativity, making sure that every decision not only excites us but also makes sense for the long-term sustainability of the brand. We challenge each other’s perspectives, but in the end, it always leads to a stronger outcome for the business. 

Since its inception in 2016, Chinie’s has expanded to four outlets, showing remarkable growth. What factors do you attribute to this growth, and what lessons have you learned from expanding your physical retail presence?

The key factor behind Chinie’s growth has undoubtedly been strong financial backing, which serves as the foundation of our business. Having finances in order takes away much of the mental load, allowing us to focus on strategic steps for growth. For this, we are forever grateful to our parents, Mr. Suresh Ratnani and Mrs. Kiran Sahijwani, who, as directors of our parent company Rams Home Decor Sdn. Bhd., have supported us every step of the way.

Secondly, knowing your customers is critical. It’s important to stand out from competitors by offering something sustainable and irreplaceable — like top-notch customer service. At Chinie’s, we pride ourselves on creating an unforgettable shopping experience. From the moment a customer walks in, they are treated with care and attention. Our sales team is always ready to assist, offering product trials and free makeover consultations without any pressure to buy. This approach puts customers at ease, making their shopping experience comfortable and enjoyable.

Our beauty advisors are well-trained to recommend products tailored to each customer’s unique skin tone and needs. This personalised attention makes every customer feel valued and treated like a VIP. Moreover, we continually offer incentives and rewards to encourage repeat visits, creating a loyal community that feels like family.

Lastly, the synergy between retail and online presence is vital. Neither works effectively without the other. To achieve this, it’s essential to have a strong PR team that drives brand collaborations, networking, and mass exposure. At the same time, your marketing team should ensure that your brand stays relevant and visible on social media, engaging with trends and educating customers about your products. Marketing is ever-changing, and success lies in being adaptable and creative. In this field, there’s no one-size-fits-all approach. It’s about staying dynamic and open to new strategies as your business evolves.

Looking ahead, what are your plans for Chinie’s in the next five years? Are there any discussions about adding new brands, collaborations, or market expansions on the horizon?

Looking ahead, we envision Chinie’s becoming the go-to beauty store for Malaysians. As we expand our outlets, we not only increase accessibility but also strengthen our brand presence across the country. Our long-term plan is to integrate beauty services that complement our product offerings directly in-store. We’ve already made strides toward this goal by collaborating with select salons for exclusive treatments, like the Hair Oiling Treatment x Chinie’s. One day, we hope to offer these curated services within our own stores, creating a one-stop destination for all things beauty.

To remain competitive in the ever-evolving beauty market, we continually reevaluate the brands under the Chinie’s umbrella. Our commitment to inclusivity means we’ve made the tough decision to remove brands that no longer align with our values, such as those that discontinued darker shades. Instead, we focus on onboarding brands that align with our vision and cater to diverse needs. Currently, we boast over 25 brands, and we aim to increase this number while placing more emphasis on skincare-focused brands to cater to even more skin types.

In 2019, we set a company goal to establish five outlets by 2025, and we’re excited to be just one outlet away from making that a reality. With one year to go, we’re optimistic and driven to tick this off our bucket list and soar to even greater heights in the future!

As trailblazers in the beauty industry, what advice would you offer to aspiring entrepreneurs, and what is the most valuable piece of advice that has guided you throughout your journey?

Our advice to aspiring entrepreneurs would be to first and foremost, stay true to your vision. The beauty industry is fast-paced, constantly evolving, and highly competitive, so it’s crucial to have a clear idea of what sets your brand apart. Focus on what makes your business unique and don’t be afraid to take calculated risks to bring your vision to life. It’s also important to understand that success doesn’t come overnight. Be patient, and work on building trust with your customers — consistency and quality will always win in the long run. We saw this quote online and it has stuck on with us, “Don’t compare your beginning to someone else’s middle”, this was a constant reminder to us to keep pushing, every small step is in itself a step upwards. 

Another valuable piece of advice that has guided us throughout our journey is to embrace failure as part of the process. Every setback is a learning opportunity, and resilience is key. When we first started Chinie’s, we faced numerous challenges — navigating import regulations, gaining consumer trust, and scaling our business with a small team. However, each obstacle gave us a chance to improve and refine our approach. So, our advice is to never let the fear of failure stop you. Be adaptable, keep learning, and always be open to change.

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