Optifold Cosmetics

Founding Team – Emma Areum Jo & Ray Tang

Customer Problem – Asian uneven eyelids characterized by multiple, incomplete, broken, or shallow supratarsal creases.

Product/Service Solution – A self-administered, topically applied, eyelid crease bandage, worn at night to stimulate the skin enabling a natural supratarsal crease to develop.

Target Market – East Asian, Pacific Islander, Indian, and Singaporean men and women aged 15-35.

Current Customers – Korean women aged 15-35.

Optifold is a patented, self-administered, topically applied, skin expansion device that treats uneven eyelids when they are formed by the inefficient folding of the upper eyelid skin, which appears as incomplete, multiple, broken, or shallow supratarsal creases. A byproduct market we address is the Asian double eyelid surgery industry; a surgery procedure that is most sought-after in China.

The Asian uneven eyelid surgery industry is $1 Bn. Our technology also addresses the Asian double eyelid surgery industry which is an additional $2.5 Bn. On top of this, is the non-surgery prospects that is a $25.1 Bn market.  There is a need for a more convenient, affordably priced, non-invasive alternative solution.

Using social media as the primary channel to spread awareness, we'll deploy male and female models in our advertisements, each time aiming to attain more and more influential models during growth. Our customers will be retained in a network community app where they can discuss their progress among each other, thereby providing encouragement to new clients to be long-term users of our product. Clients will be incentivized to share their progress updates and to help other new clients gain all-day results with our tapes. In this same app, using the latest smart phone's computer vision to scan the eyelid profile, the client diagnosis process will be automated while guided instructions in augmented reality will be provided to educate clients on how to use the tapes effectively with their corresponding eyelid profile type.

Our patented self-administered technology to fix uneven eyelids is the first of its kind, because it applies mechanical stress loads onto the eyelid skin with a variety of tape sizes to target the natural location where a crease can form (dominant skin tension line). Our competitor's products do not apply mechanical stress loads to the skin, so when these products are removed after being worn, the eyelid skin goes back to its original configuration. Another competitor solution is cosmetic surgery, which has the disadvantage of being expensive, painful, and permanent mistakes can happen.

Ray Tang, CEO, is an award-winning inventor, has experience with military teamwork leadership & discipline in the Canadian Forces.  He has intrinsic understanding of our clients and their need to fix uneven eyelids due to his experience of the same problem during his former fashion modeling days.  

Emma Areum Jo, COO, grew up in South Korea – the part of the world that continues to spark new global beauty trends.  Her major in sociology gives us insights on the development, structure, and function of our target market audience. She has experience working on patents and has intimate knowledge of the Korean supratarsal crease and eyelid profile.

Short-term, long-term goals:
Our short-term ambition is to treat uneven eyelids for the East Asian community. Our long-term ambition is to treat uneven eyelids for people of other races, and to even treat ptosis (saggy eyelids) for all people of the elderly population. In the future, other skin related wrinkle problems will be our focus.

Risks:
The most severe risk is dealing with counterfeit products. To mitigate this, product branding and effective dissemination of education to teach our clients on how to ‘read’ their eyelid creases is paramount. Our product brand will factor in the concept of the uneven eyelid community using our customer network where users will share their progress and excitement of treating their own uneven eyelids, when otherwise there is no other outlet for people to articulate this since this market is still considered as taboo. We will establish a reputation with dealing with the uneven eyelid problem from all races (Occidental-Caucasian and Asian), thereby winning the choice of safety, reliability, care, and understanding from the larger East Asian market.