"Beauty has infinite possibilities!" After years of traveling between countries and exploring diverse fields, George Chen entered the beauty industry by coincidence and turned that moment into a lasting commitment. Today, George has built a beauty business landscape spanning the Pacific.

A Cross-Border Foundation: Entering the Beauty Industry with an Engineering Mindset

As the only child in his family born in the United States, George was sent by his parents to the U.S. for a one-month study program during his second year of junior high school. "I felt the American education system suited me quite well," he recalled. As he approached the high-school entrance exam in ninth grade, he decided to pursue his studies in Indiana, where he stayed till university graduation.

After graduating, George spent a year helping manage his family's garment business in Cambodia. He later returned to Taiwan to work in finance, before heading back to the U.S. in 2016 to enter the beauty industry. His former company focused on plastic containers, and with his engineering background, George was able to quickly grasp the structure and variation of packaging materials. Outgoing by nature, efficient in communication, and capable of providing technical expertise, he earned strong trust from clients, many of whom eventually encouraged him to start his own business.

"The beauty industry is huge, and consumer demand is constant. While selling plastic containers, you can also sell the paper boxes that go with them," George explained. Drawn by the industry's strong margins and fast growth, he partnered with friends in 2020 to launch his own venture as soon as he received client orders. Together they founded CHIME BEAUTY CO., LTD., building a business focused on cosmetic and e-commerce packaging solutions.

Turning Crisis into Opportunity: Building a Global Supply Chain in Sustainable Packaging

Taking the first entrepreneurial step, however, meant facing the unexpected challenge of COVID-19 pandemic. With people staying home and relying on video filters, demand for beauty products dropped sharply. Clients postponed shipments for ordered products, and projects came to a sudden halt.

Rather than giving up, George led his team in rapidly pivoting the company's business direction. Thanks to connections from his brother, who works in logistics, the company successfully secured packaging orders for non-beauty industries in Taiwan, including plastic and paper packaging. This strategic shift helped the company weather the pandemic and led George to establish a Taiwan entity in 2022, bringing part of the business back home.

With market conditions sluggish during the pandemic, Georrge used the time to regroup his engineering and design teams to focus on achieving net-zero carbon emissions at the product level. Observing consumers' growing emphasis on ingredient safety and environmental friendliness, the company continued developing eco-friendly materials, obtaining GRS (Global Recycled Standard) and FSC (Forest Stewardship Council) certifications. They also created the world's first all-paper tube container, filing patents across multiple countries, and advancing ESG-driven transformation throughout the global beauty supply chain. Beyond green manufacturing innovation, George actively connected his company with international brands such as REVLON, L'ORÉAL, and ESTÉE LAUDER, leading his company onto the global stage.

"Even so, clients often ask for cost reductions due to policy and tariff changes," George noted candidly, pointing out the reality of squeezed margins. This prompted him to consider developing his own brand. He invested in R&D for intimate-area sheet masks and led his team to beauty and packaging expos in South Korea and Thailand. The products received strong market feedback, leading to partnership discussions with Thai aesthetic clinics and spa chains.


Recognizing the cultural appeal of Taiwan's temple traditions, George also collaborated with famous temples, including Zinan Temple and Wude Temple, to design innovative, modern packaging for lucky coins and treasure bowls. "We don't just produce single products; we try to integrate Taiwanese culture into our offerings," he emphasized. Wherever packaging solutions are needed, George is determined to overcome challenges and deliver results.

Dual Hubs in New York and Taiwan: A Global Network Powered by International Teams

Five years into entrepreneurship, Chen has built a multinational team of nearly 30 people spanning the U.S. East Coast and Asia. With New York serving as the hub for sales and client services, and Taiwan as the R&D and production base, the company exports products worldwide. "Zero time difference in service—always reachable," George said. By leveraging the strengths of both locations, he reduces costs while creating jobs in Taiwan, strengthening the company's ties to the island.

In 2025, George received the Global Young Entrepreneur Stars Award. Reflecting on the journey, he traced the decision back to inspiration gained during a youth entrepreneur delegation visit to Taiwan in 2023, which motivated him to apply. "This year's recognition reflects the fruit of my efforts and confirms that I'm moving in the right direction." Through the program's mentorship, he gained insights into business management and operations, as well as access to government resources such as the National Development Fund and the SBIR (Small Business Innovation Research) Program, opening new pathways for future growth.

A Life Beyond Limits: Creating a Virtuous Cycle Through Influence

Looking back on his entrepreneurial journey, George believes that understanding local market demand is most critical. In an era of rapid technological change, businesses must stay attuned to trends and adapt accordingly to sustain long-term growth, and in doing so, discover life's many possibilities.

As the company grows steadily, George hopes its influence can extend beyond business. He makes regular monthly donations to Taiwanese charities and participates in outreach programs for residential child care facility. "When one makes money, one should give back to society and share profits with employees," he said. He believes that encouragement and goodwill foster team cohesion and drive positive business momentum.

"I can survive anywhere," George said confidently. Unafraid of change and unwilling to be constrained, he knows the entrepreneurial path is never easy. The award serve as a strong motivator as he continues to forge new paths and pursue the next milestone.

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