Meet Gina Lim, a passionate entrepreneur and mother who founded Beauty Mums & Babies (BMB) in 2009. Driven by a desire to empower women and new mothers, Gina transformed her interest in beauty and wellness into a comprehensive hub for pregnancy and infant care.
Under her leadership, Beauty Mums & Babies has become a trusted leader in mother and infant wellness, offering a diverse range of services, from prenatal and postnatal massages to infant first-aid workshops and yoga sessions. With a dedicated team of trained therapists, Gina continues to help mothers navigate the stages of motherhood with confidence and joy.
What inspired you to start Beauty Mum and Babies, and how did your journey into maternity and baby wellness begin?
It all started in 2007-2008, during the financial crisis. I met a midwife from a hospital who gave me the inspiration to start this maternity spa. At that time, I was already in the beauty line, providing facials for ladies. This midwife, who I found to be very intelligent, suggested that I care for pregnant moms by offering them facials and body massages during pregnancy.
That idea inspired me to venture into maternity care, starting from pregnancy to postpartum and lactation needs. We also provide facials and help mums get back in shape after giving birth. That’s how my maternity and baby wellness journey began in 2009.
What are some of the biggest lessons you have learned about supporting mothers and babies during their wellness journey?
I’ve learned that mothers face numerous challenges during the early stages of pregnancy and throughout their journey. First-time parents often seek assistance and guidance on how to navigate this phase. Besides massages, which help moms relax and stay calm, we also offer educational classes and workshops.
We collaborate with doctors from hospitals and clinics to give expert tips to mums on their pregnancy journey. For babies, we provide workshops to guide parents on baby care, including baby baths, massages, and recognising signs of illness. Bonding through baby care workshops, hygiene practices, and massage techniques is crucial.
We also help mothers with breastfeeding, guiding them to achieve successful breastfeeding as we believe breast milk is the best for their babies. Watching mums overcome challenges and succeed in their journey brings us immense joy.
How do you ensure that your therapists are well-trained and up-to-date with the latest maternity and baby wellness practices?
Before starting Beauty Mums and Babies in 2009, we ensured that all therapists were WSQ-certified in prenatal and postnatal massage. Pregnant mums require a different approach compared to regular massages. I ensure all therapists are certified before working with clients.
If we receive feedback about a therapist needing improvement, we conduct retraining sessions to enhance their skills. Continuous learning and maintaining high standards are essential to ensure the best care for our clients.
My goal is to contribute by assisting mums with preparation for infant care and partnering with the government to improve support systems for families.
What challenges do you face in building trust and credibility in such a specialised industry, and how do you overcome them?
Building trust and credibility in any business comes with challenges. To stand out, we focus on providing excellent services, highly trained therapists, a welcoming environment, and quality products. Being the first one-stop maternity spa in Singapore, I am meticulous about the products we use, ensuring they are safe and non-sensitive for mums and babies.
If any sensitivities arise, we review and make necessary changes to the products. Many of our products are specially formulated in-house.
Your ex-business partner became the decision-maker and misappropriated company funds, almost destroying the company. How did you manage to overcome this adversity?
At that time, the company was known as Body Work Clinic Pte. Ltd. To prevent exhausting the current staff, I shifted operations to a sister company, Lady Raffles International, which I still use today.
I took swift action to address the situation, clean up the mess, and assure staff that their jobs were secure. Within 2.5 months, we achieved our goals, cleared the debt, and stabilised the company.
You have received numerous awards, such as Aspiring Women Entrepreneurs and ASME Entrepreneur award. What do you think makes a good entrepreneur?
Yes, 2024 has been a significant year for me, stepping up to participate in and receive awards. What makes a good entrepreneur is having a clear vision, focusing on the team, and providing services that stand out from competitors.
It’s essential to understand how to elevate your business to the next level, differentiate from others, and offer unique value to clients.
What are your future plans for Beauty Mums and Babies, and how do you envision the maternity and baby wellness industry evolving in Singapore?
As we know, Singapore’s birth rate has been declining. My goal is to support mums by providing maternity spa services and educational programs. I also plan to collaborate with the government on healthcare initiatives and explore MedTech solutions to support mums and babies better.
Locally, we are rebranding to differentiate ourselves from traditional spa wellness centres. By mid-year, we aim to introduce new offerings under this rebranding initiative. We’re also expanding regionally.
We already have an outlet in a confinement centre in Johor Bahru and plan to expand to Kuala Lumpur by the end of the year. We are present in Vietnam, where we assist with setups and training. This year, we aim to explore Hanoi, working with Vinmec Hospital, one of the largest hospitals in the city, to discuss potential collaborations.
Where do you see yourself, and what’s your vision for Singapore in the next five years?
As I turn 60 this year, my focus for the next five years is to elevate my business and involve my staff more deeply, potentially as business partners. Some of my staff have been with me for over 12 years, and I want to ensure their growth alongside the company.
I also aim to give back to society by establishing a charity centre to support underprivileged children, toddlers, and mums.
For Singapore, my vision is to see the birth rate increase and for the government to provide more incentives, such as bonuses, affordable childcare, and infant care options. My goal is to contribute by assisting mums with preparation for infant care and partnering with the government to improve support systems for families.
Connect with Gina: BeautyMumsBabies, Facebook and Instagram.
