2024 Ausmumpreneur Awards Winner – Elaine Tang

Elaine Tang’s journey started on her kitchen bench with just $80 and a passion for creating something meaningful. That small idea has grown into Melvory Skincare, an $8 million global business proudly based in Adelaide. 

As a mum of three, pharmacist, and founder & CEO of Melvory Skincare, Elaine has become well-known for her natural skincare products that have earned a loyal following worldwide.

 Her hard work and creativity have earned her several prestigious awards, including 8 AusMumpreneur Awards in 2021, where she was honored as the Rising Star AusMumpreneur of the Year. In 2024, Elaine was recognised with multiple awards, including AusMumpreneur of the Year Second Place, as well as Gold Winner in the Global Brand Award, Beauty Business Award, and Sustainability Award categories.

Besides being an entrepreneur, Elaine also gives back to those who need it most by donating food to children in Kenya. Over 1,000,000 meals have been donated through her business Melvory Skincare, which has saved many lives during the pandemic.

When did you start your business?

 I started my business in 2016 while on maternity leave with my two young daughters, aged 6 months and 2 years. My journey began with creating our first product, Lavender Cocoa Butter, an all natural butter specifically formulated to soothe my babies’ eczema. Encouraged by the positive feedback from friends and family, I expanded the business, and today, we proudly handcraft over 70 natural skincare products in South Australia, all made with the highest quality ingredients.

What was the inspiration behind starting this business?

When my two girls were babies, they suffered from itchy, dry and rashy skin. I tried various brands of store-bought creams without success because their skin would often react to the ingredients. 

After many months of crying and sleepless nights, I decided to take matters into my own hands. I am a Pharmacist by trade, so I used my pharmaceutical knowledge to create natural and effective products to help manage my babies’ flare-ups.

It was such a relief to me and to the whole family when their skin started to improve. Soon they were cleared of the red, itchy rashes that had caused so much of our angst.

I then thought, I’d like to share this with other families who are also struggling to manage their babies’ eczema. 

With $80 in hand, I started up my home business while on maternity leave. I began sharing my product with friends, braving local markets with a breastfeeding baby and toddler at my hip! I battled melting products in the heat, with 12-hour days. My goal was to share my products and to sell enough to cover the cost of my market stall!

What are you most excited about in your business?

 I’m most excited about the amazing effect our products have on our customers’ lives. It is rewarding to hear stories from families who have found relief and comfort through our natural skincare solutions. Seeing how our products help people with sensitive skin or eczema inspires me to keep developing more products. 

I’m also excited about our commitment to inclusivity. We are proud to provide flexible employment for mums and to offer job opportunities to individuals with disabilities through our partnership with Barkuma.

Additionally, our support for No Hungry Children is a cause close to my heart. For every order, we donate 10 meals to children in Africa, helping them escape extreme poverty. Having donated over 1,000,000 meals so far, making a difference in their lives is what motivates me every day.

It is truly inspiring to watch our little, family-run company grow and make a positive difference in the community. 

What has been the most challenging thing about starting your business?

The most challenging aspect of starting my business has been balancing the demands of motherhood with entrepreneurship. Juggling business calls with school runs and family activities has been tough, but it’s taught me to multitask effectively and let go of any mum guilt. Despite the challenges, I cherish the flexibility of being my own boss and the opportunity to be a role model for my children, showing them that hard work and determination they can achieve whatever they set their minds to. 

On the business side, managing scalability has been a significant challenge. As demand for Melvory products grows, ensuring we increase production without compromising on quality or customer satisfaction is crucial. I’ve focused on addressing this by investing in custom-built warehouses and building a dedicated team, which allows me to concentrate on strategic growth.

Additionally, navigating the business world as a female Asian entrepreneur has presented its own difficulties. I’ve faced biases where some preferred dealing with my husband rather than me. This experience has taught me to assert my position as CEO and advocate for gender equality, which I am passionate about promoting for other women in business. 

What advice would you give to other women thinking about starting a business?

My advice to women thinking about starting a business is to first believe in your vision and be ready to invest the necessary time and effort. Surround yourself with a supportive network of mentors, peers, and family who can offer guidance and encouragement.

Failure often comes just before success and is a great learning opportunity. In embracing business challenges and bumps in the road, I have learned to forgive myself quickly for mistakes and not dwell on them, instead use them as opportunities for growth.

Don’t be discouraged by setbacks or biases, instead, practice self-compassion and acknowledge that it’s okay to feel overwhelmed and even to shed a tear when things get tough. Failure often comes just before success and is a great learning opportunity. 

Lastly, if you’re balancing other responsibilities, like motherhood, integrate those aspects into your business life and let go of any mum guilt. The flexibility of being your own boss can help you manage both personal and professional commitments. Let your passion and purpose drive you!

Why did you enter the AusMumpreneur Awards?

With the right support, especially from so many inspiring women in the AusMum community, magic happens. This is why I entered the AusMumpreneur Awards—I truly connect with Peace Mitchell and Katy Garner’s mission to empower women in business. Their vision of helping women make a positive impact in their families and communities aligns perfectly with what I strive to achieve with Melvory. I want to share my story of how I started Melvory and how I was able to do it all with the guidance and support of my family. My hope is to inspire others by showing them that if I can do it, they can too!

What did you enjoy the most about being part of the awards?

What I enjoyed most about being part of the AusMumpreneur Awards was connecting with a lively group of women who are just like me. Being around other entrepreneurs who know the ups and downs of balancing business and motherhood was very inspiring and reassuring.

The support from Peace Mitchell, Katy Garner, and the entire AusMumpreneur network has been amazing. It has been really fulfilling to share experiences and learn from others in this supportive space.

What surprised you most about the awards?

I was surprised to have come in 2nd place for the biggest award of the night—AusMumpreneur of the Year! I was amazed by the level of talent and capability among all the women in the room. The incredible achievements of my fellow nominees were truly inspiring, and I never expected to win 3 Gold and 1 Silver that night!

It was wonderful to see so many women coming together, not just to celebrate their achievements, but to lift each other up and share knowledge, advice, and encouragement. The experience reinforced for me how powerful it is when women support women—it truly makes all the difference.

How did the awards help you in your business?

The awards provided a platform to showcase Melvory’s mission and achievements, and the recognition we received was a wonderful affirmation of the hard work and dedication that goes into our business.  It also gives us increased confidence and credibility with our customers and partners, showing that our brand is making a difference and getting recognised.

What advice would you give to other mums thinking about entering the awards?

Go for it! I didn’t expect to win anything, but I had an amazing time connecting with other mums from different businesses. I left with new business ideas, a lot of motivation, and some great new friends. Plus, it’s a wonderful way to celebrate everyone’s achievements!

What has been the best thing about starting your own business?

 The flexibility of being my own boss – in between business calls, you’ll often find me doing school runs, taking my children to dance or swimming lessons, and spending quality time with my loved ones. It makes me happy to know that I get to pursue my passion while being present for my family, nurturing both my business and personal life.

What’s happening next in your business?

Melvory is moving into our first permanent home! After experiencing some real estate struggles, where I wasn’t taken seriously as a female buyer, I am now building not one, but TWO, state of the art warehouses! Each warehouse is uniquely designed for Melvory’s manufacturing needs. It’s expected to be ready in December 2024. We can’t wait to see what happens next!

What are your big plans for the future?

 My vision is to expand Melvory’s range of skincare solutions to address a wider variety of skin conditions and make these products available not only locally but globally. 

Elaine’s goal is for Melvory to be stocked in supermarkets and pharmacies worldwide so that families everywhere can experience the Melvory difference. The brand aspires to become an eight-figure business, with endless possibilities ahead.

Melvory has already become a trusted name for families, driven by the power of word-of-mouth recommendations. There is no greater endorsement than parents sharing their positive experiences with Melvory products, especially when it comes to caring for their little ones.

Elaine also has a broader community goal: to help fund and build a maternity clinic in Kenya, providing women with safe and accessible childbirth facilities closer to their villages. This initiative reflects her passion for making a meaningful impact not just through skincare but in the lives of families worldwide.

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