From Shade Gaps to Michelle Yeoh: Yu-Chen Shih on bootstrapping Orcé Cosmetics
- Aug 28, 2025
- 1 min read
Updated: Nov 29, 2025
GlowJob's Julia and Sasa sit down with Yu-Chen Shih, founder of Orcé Cosmetics. From growing up in Singapore to navigating mismatched foundations at every makeup counter, Yu-Chen shares how those frustrations fueled her mission to build a brand that actually sees Asian skin. She gets candid about the roadblocks—VCs telling her the Asian market was “too small,” chemists who only wanted to copy Sephora’s bestsellers—and the breakthrough moments, like Michelle Yeoh wearing Orcé on the red carpet.
The conversation dives deep into beauty inclusivity, undertones beyond “yellow,” and the challenges of bootstrapping in an influencer-driven economy.
00:00 – Asian calves, boots that don’t fit, & calf implants
01:10 – Yu-Chen growing up in Singapore, Taiwanese-Malaysian heritage
05:50 – Why shade-matching in Asia was impossible
08:10 – Skin whitening vs. tanning: Eastern vs Western ideals
12:45 – The spark that led to founding Orcé
15:10 – Pitching inclusivity before it was mainstream
19:50 – How MOST brands make foundation: Pantone Book
22:20 – Why Asian skin is different
24:35 – Why small brands struggle with influencer costs
26:50 – Trend check: Bleached brows, fake freckles, and winged eyeliner
29:15 – Shade nuance: Why Asians aren’t just “yellow” undertones
33:45 – Why concealer is the hardest (and most expensive) product to make
39:45 – Michelle Yeoh in Orcé: The ultimate full-circle moment
41:50 – Overrated & underrated trends: Over-blushing vs. natural skin
42:10 – Rapid Fire Wrap Up Questions
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