Founded in 2020 by Lydia Li, iBlush was born out of a personal mission to conquer the discomfort of turning tomato red after just one glass of wine, a common issue known as Asian glow or alcohol flush. Discovering a lack of effective solutions in the Australian market, Lydia embarked on a journey to create a remedy.
Through extensive online research, Lydia identified key ingredients with potential and teamed up with a compounding pharmacist and a leadinghealthscientist. After rigorous testing with friends and family, they developed a standout formula that successfully reduced alcohol flush reactions.
This breakthrough led to a partnership with a US manufacturer, resulting in the creation of the innovative iBlush transdermal patch and tablets. Today, iBlush helps countless individuals confidently enjoy social drinking without the embarrassment or discomfort of Asian flush.
Company: iBlush
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company
Lydia Li: I’m Lydia, the founder of iBlush. I started this journey at 19, driven by a personal struggle as a winemaking student facing the alcohol flush reaction. Determined to break free from the dreaded asian glow and look professional in my field, I identified a gap in the market and set out to create a solution. Collaborating with local pharmacists, we crafted a formula that has since empowered over 50,000 people around the world to enjoy social moments without the worry. It’s been an incredible journey, turning a personal challenge into a global movement.
What were the most significant challenges you faced during the scaling process, and how did you overcome them?
Lydia Li: One of our biggest challenges during scaling was entering new markets and launching products in the niche field of alcohol flush remedies. In many markets, especially in Asian communities, turning red when drinking is so common that it’s often seen as ‘normal,’ with some languages not even having a term for it. Educating people that this reaction is neither healthy nor typical was crucial. With limited resources, we focused on social media to build brand awareness and start conversations about the issue. By making education a key part of our strategy, we were able to spread awareness and show that there is a solution.
How did you ensure that your company culture remained intact as your business expanded?
Lydia Li: We maintained our company culture by hiring individuals who aligned with our mission and shared our passion for helping those affected by alcohol flush. This created a cohesive team that stayed true to our values. As we grew, we prioritized collaboration, transparency, and innovation, fostering an environment where open communication and new ideas kept our startup spirit alive.
What strategies did you employ to maintain quality and customer satisfaction while scaling rapidly?
Lydia Li: We integrated Gorgias as our CRM platform. This was a game changer for us, allowing our lean team to effectively nurture every customer across all channels. By leveraging automations and AI within Gorgias, we stayed responsive and engaged without sacrificing the personal touch. This approach helped us ensure a high customer satisfaction rate even as we grew rapidly.
Can you share a specific turning point that was crucial for your business’s successful scaling?
Lydia Li: A key turning point for iBlush’s successful scaling was when we fully embraced the power of social media, particularly TikTok and Instagram. Early on, we recognized the potential of these platforms not just to promote our products, but to educate and connect with our audience on a deeper level. By creating engaging, relatable content about the alcohol flush reaction, we sparked conversations and built a community around an issue many didn’t even know had a solution. This strategy amplified our reach, turning social media into a catalyst for brand growth and market education.
How did you manage the financial aspects of scaling, particularly in securing funding and maintaining cash flow?
Lydia Li: Managing the financial aspects of scaling began with securing initial seed funding from MilkBar, an Australian venture fund focused on high-growth, profitable businesses. Their investment, along with ongoing guidance from our investor board, has been invaluable—helping us navigate everything from cash flow management to cost control. By prioritizing unit economics and customer lifetime value (CLTV), we’ve been able to protect cash flow and scale sustainably. This approach has allowed us to strategically expand into new markets and product lines without compromising our financial stability.
