Socialist Republic of Vietnam

( Viet Nam News, March 21, 2003)

In the past, the difficult lifestyle in Viet Nam meant that nobody had time to think of improving their looks. Today, businesswomen like Hoang Hai Yen, 34, have forged an empire devoted to beauty.

From humble beginnings when she opened her own business as a barber 14 years ago, she now runs the Yen Trang cosmetic salon network, employing 54 people.

"Everything I did depended so much on my inspiration and daring," says Yen. When she started her business, imaginative hair design was unheard of in Viet Nam.

But her talents steadily won over customers’ confidence and admiration, and now her network encompasses three salons in Ha Noi and a fashion design company in HCM City.

Eventually, she also won her place in the arena of international hair stylists.

Having graduated from the world renowned DAVINES Institute of Hair Design and Fashion in Italy, earning the title of National Master Trainer in hairstyling, Yen believes in being a fashion trend-setter.

"In the past, people preferred the familiar trails... they didn’t want creativity because they couldn’t imagine where it would take them to," she states, "but I like the phrase: Everyone turns right but you turn left, and you are right."

Even with her dedication and talent, her grand successes did not come easily. As well as battling conservative attitudes towards hairstyles, Yen had to study many intensive training courses and worked in international hair festivals, to hone her skills.

Her hard work has paid off, as now her expertise is well-known among foreigners in Viet Nam as well as locals. Those put off by the high cost of her services should know that she is planning a more reasonably-priced network of salons to cater to a wider market.

However, Yen is unsatisfied with being only a worldwide-acclaimed hairstylist. She has become the general director of her own international company, the Yen Trang International Trading Joint Stock Company, which is soon to become one of Ha Noi’s leading cosmetics and beauty care firms.

As proud as she is of her achievements, she is constantly working to improve and expand the business. Having conquered much of the market in Viet Nam, Yen is looking for the company to prove itself on an international stage.

Having made so much out of the industry, now Yen is looking to give something back. Her salon network raises funds for poor children in rural areas, and runs charity drives and free haircuts given to underprivileged students one day a week.

A free training service for local salon owners is also being planned.

Never one to lose her creative passion, Yen is always looking for new inspiration for her designs. She takes part in fashion shows and festivals all over the world, and pays close attention to music programmes and charity events.

She believes, "these are good ways to introduce Vietnamese people to world trends... and to encourage a desire to look newer, fresher and more attractive."

It is all part of her most important goal: "I want to help people become more beautiful." — VNS