Asia's Beauty Omni Leader

Our History

Luxasia Group is the leading omnichannel partner for beauty and luxury lifestyle brand distribution, retail, and e-commerce in Asia Pacific.

Since 1986, we have endeavoured to make a difference to Asia Pacific consumers by bringing them the finest beauty brands from all over the world – across niche, prestige, and masstige categories. Some of our most trusted names include Bvlgari, Ferragamo, Guerlain, Hermes, La Prairie, Prada, and Peter Thomas Roth. In addition, we have successful joint ventures with the likes of LVMH Group, PUIG, Yves Rocher, and Elizabeth Arden.

To become the Beauty Omni Leader in Asia Pacific, we strive to provide a seamless experience across online and offline channels, and bring retail experiences that excite and delight our consumers. We live local and think global. Over the past 30 years, our successful track record of growing new brands and progressively expanding into regional markets is attributed to our ability to marry global perspectives into the operational nuances of the various local markets.

With a Vision to “Make A Difference in Every Woman’s Life”, our Corporate Social Responsibility programme through the Luxasia Foundation is aligned with this objective in helping under-privileged women gain life-skills to be self-employed or work in the beauty industry.


Our Values

We commit to 7 core values (RESPECT) that define us.

Luxasia is founded on respect for all – our Talents, Consumers, and Brand Partners. Upon this, trust is established.

We constantly seek out new ideas and profitable opportunities to enhance our Brand Partners’ growth in new markets.

We enable sustainable market growth for our Brand Partners by adopting swift yet effective responses to distribution, retail, and e-commerce challenges.

Passion drives us to make a difference to Asia Pacific Consumers. We strive to bring the finest beauty brands through easy online and offline access.

With consistent training and capability development, we strive for excellence in all areas – from back-office to front-line Customer Engagement Officers (CEOs).

We overcome challenges together as One team, One Luxasia. Courage enables trust, open communication, and the escalation of issues without fear.

To be Asia’s Beauty Omni Leader, Transformation is a must. This enables us to outperform our past and deliver more to our Brand Partners and Consumers.

Our Business


We connect consumers to over 150 beauty and luxury lifestyle brands in 15 Asia Pacific countries. Armed with deep local market knowledge, we ensure fast and efficient go-to-market wherever our Brand Partners want to go and grow – whether through joint ventures, partnerships, or both.

Across the region, we manage a growing regional network of over 3000 retail touchpoints. We manage retail counters in department and chain stores, to  standalone retail stores –  including mono-brand stores and Luxasia’s own stores under the brand, escentials. We also connect with our consumers through engaging and delightful pop-up store experiences.

As Asia’s Beauty Omni Leader, we aim to create a seamless and consistent consumer experience that excites and delights – whether you are interacting with us in stores, on mobile, or online. We bring the products of our Brand Partners to our fast-growing regional network of online marketplaces and own e-commerce sites, while always engaging the digitally-savvy consumers of today – all these backed by a strong, lean, and efficient back-office and logistics set-up.

We Are Leaders


Patrick Chong

A true-blue entrepreneur at heart, Patrick founded Luxasia over 30 years ago. He is a veteran in the beauty industry and his passion drives him to continually search for the next beauty revolution and new ways of evolving businesses. Patrick is a firm believer in the power of people and core values in creating a successful organisation. He is an advocate that our past success doesn’t guarantee our future and encourages our teams to constantly innovate to stay ahead of the game.

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Group CEO

Wolfgang Baier

A passionate digital leader with a proven track record in transforming companies. Wolfgang is highly regarded and has deep expertise in the logistics, e-commerce and digital industry. Exceedingly driven and entrepreneurial, Wolfgang is constantly innovating fresh ideas, technologies and processes to challenge and improve the status quo. ‘Business As Usual’ does not exist for him. A genuine people leader, he believes in empowerment and eliminating ‘silos’ and hierarchies to create a conducive environment for experimentation and expression of diversity.

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