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Hi Babies,
踏入 2026 年的 5 月，這意味著 Hakme Beauty 又迎來了週年慶。今年，我們 12 歲了。
我並沒有年年都寫這種週年感言，因為有時候生活實在太折騰，有時候我根本沒有心情，又或者，我覺得應該把最好的故事留在 YouTube 影片裡和大家分享。但今年不同，我沒有像以往那樣特地拍一條 YouTube 影片去宣佈。當然，我們的週年慶依然在進行中，但不知為何，今年的感覺，比過去所有年份加起來都要深刻。
我坐在辦公桌前，試著回想 Hakme Beauty 剛剛滿 1 歲時的樣子。那時的我，興奮、驚奇、甚至有點狂喜；但那時的我，也比現在年輕很多，天真得多，煩惱也少得多。同一張辦公桌，但我確實已經是一個完全不同的人了。
【靈魂出竅的五年】
過去這 12 年，我經歷了很多，Hakme Beauty 也經歷了很多。
老實說，在過去的這 5 年裡，我真的筋疲力盡。LOL，你們有發現嗎？看得出來嗎？我是真的累了。我一直徘徊在理智與瘋狂的邊緣，只有一步之差。所以這幾年，我幾乎沒有寫過什麼深度文字。我忙著在泥濘中掙扎，我變得抽離，我單純地感到耗盡。
我每天都在外界的壓力下行屍走肉般運作，但不知怎麼的，我覺得我的靈魂好像已經離開了我的身體。我不再是當初那個滿懷熱情開始這段旅程的 Hakme 了。
每一段旅程都有高低起伏，但我猜這段旅程最瘋狂的地方在於：我不斷在往下掉，卻看不到谷底。當我好不容易落在某個地方，以為終於可以重新往上爬的時候，接著又是一個重摔。現在，我甚至不知道自己到底跌到了地下第幾層？！這就是血淋淋的現實。
我不得不去看書、看激勵影片、在海濱長廊散步，僅僅是為了讓自己保持清醒。
【把一切推倒重來的勇氣】
當所有外在的方法都失效時，我終於肯花時間坐下來，好好面對自己。
我開始質疑一切，我是說，EVERYTHING!!!
從我們代理的品牌、我們做事的模式、所謂的「傳統商業標準」，到我的內容創作…… 你說得出的，我都質疑了。
不要誤會，我不是在用「我是不是做錯了什麼」的自責心態。我首先質疑的，是我創立 Hakme Beauty 的初心 —— 其實很簡單，就是：「我想將更多真正好用的產品帶入市場，幫大家改善皮膚。當皮膚好了，大家就會覺得自信、覺得自己有價值，人與人之間的連結也更好。然後，回報自然會隨之而來。」
直到今天，這個初心依然沒變。我把這個初心當作一把尺，去衡量每一件事。這個做法符合我的初心嗎？那個決定符合我的初心嗎？
這是一個非常疲憊且發人深省的過程。要對自己做到絕對誠實，不躲在任何藉口背後，這需要極大的內心力量。
我花了很多時間去做這件事，而且這是必須的。因為老實說，我不需要再多一個「商業策略」，我也不需要再聽外面的嘈音。我只需要向內看，問自己那幾個最關鍵的問題：
「Hakme，你到底想怎樣？」
「如果一切要重新開始，你會怎麼做？」
花了一段時間，但我終於找到了答案。我非常清楚 Hakme Beauty 接下來需要做什麼，以及我需要做什麼。
我不是說我找到了什麼魔法鑰匙，一開門就會獲得巨大的成功。因為我不知道。正如我經常說的：「我沒有水晶球，所以我不知道未來會怎樣。」但我知道，我在這段旅程中正在蛻變，這一點我非常確定。
【如果失敗，我想用自己的方式】
我也知道，我接下來要做的，就是要有勇氣，把我腳下踩著那些一切不合適的結構，徹底拆毀。
所有不再符合我的初心、不符合我對 Hakme Beauty 願景的做事方式，都要推倒。這其實是最瘋狂的部分，因為當你對著團隊說「我們以後不再做某些事情了」的時候，你在他們眼中簡直就像個瘋子。你可以想像他們的表情……
但我還是在這裡。回到原點，重新畫一幅我會為之自豪的 Hakme Beauty 藍圖。
有時候，「重新開始」並不意味著你要從零建立；它可能只是意味著，用一雙全新的眼睛去看待一切。如果舊有的東西不再適合，你就要狠心丟掉那些拖累你的包袱，建立新的系統和做法。
Hakme Beauty 的靈魂，永遠都是 ME！
我親自測試產品，我發掘它們的價值，然後我將這些價值傳達給你們。「價值 (Value)」 是這間公司最重要的精神，這也是永遠不會改變的核心。
而且我強調的是 Value (價值)，而不是 Price (價格)。
有些東西賣 $100，它可以帶給你 $100 的價值；但有些東西賣 $1000，可能只帶給你 $100 的價值。這就是分別。
在今時今日這個「越大聲、越平價就越能吸引眼球」的社會裡，我決定不跟著這個遊戲規則玩。我亦不認同用「情緒勒索」的推銷手法去叫你們買東西。我只會專注於我們產品的真正價值，忠於自己，做我覺得舒服、問心無愧的事。
我想，在這個跌跌撞撞的創業旅程中，「忠於自己」 是我唯一能好好尊重自己的一件事。
如果有一天我真的失敗了，我想用自己的方式失敗，而不是按照別人的劇本。更何況，我現在比過去任何時候都清楚自己要走的路。
【致 12 年來的你：這不是結束，這是進化】
寫到這裡，我深深呼了一口氣。這 12 年，真的不容易。
可能你們看到「推倒重來」，會嚇一跳以為 Hakme Beauty 要發生什麼事。放心！我們哪裡都不去。這裡說的「推倒」，是推倒那些不再適合我們的工作模式和外界強加的標準。
其實，我們每個人都在經歷著自己的「跌跌撞撞」。可能你現在也像我曾經那樣，覺得自己困在某個狀態裡，不知所措。
但我想告訴你，當你願意坐下來，勇敢地向內看，誠實地問自己「我到底想怎樣」的那一刻起，你就已經在蛻變了。放棄那些不再適合你的習慣和包袱並不可怕，最可怕的是你麻木地留在一個不屬於你的劇本裡。
願我們都有這樣的勇氣，以自己的方式去生活，為自己的人生做決定。
多謝你們，這 12 年來陪著 Hakme Beauty 一起成長。是你們的信任，讓我有底氣去打破常規，做最真實的自己，帶給你們最有價值的產品。
我已經準備好用全新的心態去迎接 Hakme Beauty 的下一年了。
再次多謝大家跟我一起坐上這趟過山車之旅。
【ENGLISH VERSION】12 YEARS OF HAKME BEAUTY: IF I FAIL, I WANT TO FAIL ON MY OWN TERMS
Hi Babies,
It’s May 2026, which means it’s the Hakme Beauty Anniversary again. This year, we are 12 years old.
I don’t write these reflective anniversary posts religiously every year because sometimes life gets the better of me, sometimes I’m just not in the mood, or I feel the need to reserve the best stories to share with you all on YouTube. But this year is different. I didn’t make a separate YouTube announcement video like I normally do. Of course, our anniversary sale is still happening, but somehow, this year hits very differently than all the previous years combined.
I sat here at my desk, trying to think back to the time when Hakme Beauty was just one year old. It was exciting, it was amazing, I was ecstatic. But I was also younger, a lot younger, way more naive, and way more worry-free. I’m sitting at the exact same desk, but I am truly a completely different person.
THE FIVE YEARS MY SOUL LEFT MY BODY
Over the past 12 years, I have gone through a lot, and Hakme Beauty went through a lot as well.
To be completely honest, for the better part of the last 5 years, I was exhausted. LOL, did you notice? Could you tell? Because I really was. I was walking that incredibly fine line where sanity and insanity are just one misstep apart. That’s why I haven’t really written anything deep for the past few years. I was busy struggling in the mud, I became disengaged, and I simply felt drained.
I was going through the motions every day, driven by outside pressure like a walking zombie, but somehow I felt that my soul had left my body. I wasn’t the Hakme that started this journey full of passion.
Every journey includes ups and downs, but I guess the craziest thing about this ride was that I was falling, but I couldn’t see the bottom. And just when I finally landed somewhere and thought it was time to climb back up, there was another major fall. Now, I don’t even know which floor of the underground I have fallen to?! That’s the bloody reality of it all.
I had to read books, watch motivational videos, and walk along the harbour front, purely to keep myself sane and awake.
THE COURAGE TO DEMOLISH EVERYTHING AND START OVER
When all external methods failed, I finally took the time to sit down and truly face myself.
I started to question everything. I mean, EVERYTHING!!!
From the brands we are selling, to the ways we operate, to so-called “traditional business standards,” all the way to my content creation… You name it, I questioned it.
Don’t get me wrong, I wasn’t doing this with a self-blaming “have I done the wrong thing” mindset. The very first thing I questioned was my original intention for founding Hakme Beauty. It was actually very simple: “I want to introduce more genuinely amazing products into the market to help people improve their skin. When their skin improves, people will feel confident, feel their self-worth, and their connections with others will be better too. And then, the rewards will naturally follow.”
Up to this very day, that original intention remains unchanged. I used this intention as a ruler to measure every single thing. Does this approach align with my intention? Does that decision align with my intention?
It is a very exhausting and thought-provoking process. To be absolutely honest with yourself and not hide behind any excuses requires an immense amount of inner strength.
I spent so much time doing that, and it was absolutely necessary. Because honestly, I don’t need another “business strategy,” and I don’t need to listen to any more outside noise. I just need to look inward and ask myself those most crucial questions:
“Hakme, what do you really want to do?”
“If you had to start all over again, what would you do?”
It took a while, but I finally found my answers. I became very clear on what Hakme Beauty needs to do next, and what I need to do.
I am not saying I found some magic key and that just by opening the door, huge success is guaranteed. Because I don’t know. As I always say, “I don’t have a crystal ball, so I don’t know what the future holds.” But I know I am transforming on this journey; of that much, I am absolutely certain.
IF I FAIL, I WANT TO DO IT MY WAY
I also know that the next thing I have to do is find the courage to completely demolish all those unsuitable structures I am currently standing on.
Every way of doing things that no longer aligns with my original intention, that doesn’t align with my vision for Hakme Beauty, has to be knocked down. This is actually the most insane part, because when you turn to your team and say, “We are no longer going to do certain things,” you look like an absolute lunatic in their eyes. You can imagine their expressions…
But here I am. Going back to the drawing board, redrawing a blueprint for Hakme Beauty that I can be proud of.
Sometimes, “starting over” doesn’t mean you have to build from absolute zero; it might just mean viewing everything with a fresh pair of eyes. If the old things no longer fit, you have to be ruthless enough to throw away the baggage weighing you down and establish new systems and practices.
The soul of Hakme Beauty is, and always will be, ME!
I personally test the products, I uncover their value, and then I communicate that value to you. “Value” is the most important spirit of this company, and it is the core that will never change.
And I am stressing Value, not Price.
Something can sell for $100 and bring you $100 worth of value; but something can sell for $1000 and only bring you $100 worth of value. That’s the difference.
In today’s society, where “the louder you are and the cheaper you are, the more eyeballs you attract,” I have decided not to play by those rules. I also do not agree with using “emotional blackmail” sales tactics to make you buy things. I will only focus on the true value of our products, stay true to myself, and do what feels comfortable and gives me a clear conscience.
I think, in this bumpy entrepreneurial journey, “staying true to myself” is the only way I can truly respect myself.
If one day I really do fail, I want to fail on my own terms, not according to someone else’s script. Moreover, I am clearer now on the path I want to take than at any point in the past.
TO YOU, AFTER 12 YEARS: THIS IS NOT THE END, IT’S AN EVOLUTION
Writing up to this point, I take a deep breath. These 12 years really haven’t been easy.
Perhaps seeing “demolish and start over,” you might get a scare and think something bad is happening to Hakme Beauty. Don’t worry! We aren’t going anywhere. The “demolition” I’m talking about is knocking down the working modes and externally imposed standards that no longer suit us.
Actually, every single one of us is experiencing our own “bumps and bruises.” Maybe right now, you are like I once was, feeling trapped in a certain state and not knowing what to do.
But I want to tell you, from the moment you are willing to sit down, bravely look inward, and honestly ask yourself, “What do I really want?”, you are already transforming. Letting go of habits and baggage that no longer serve you is not scary; the most terrifying thing is numbly staying in a script that doesn’t belong to you.
May we all have the courage to live life our own way and make decisions for our own lives.
Thank you for growing alongside Hakme Beauty for these 12 years. It is your trust that gives me the confidence to break the rules, be the most authentic version of myself, and bring you the most valuable products.
I am ready to embrace Hakme Beauty’s next year with an entirely new mindset.
Thank you again for getting on this rollercoaster ride with me.
