Eventually, others would step forward and do the same, including YouTubers who would donate earned revenue from their videos to conservation efforts.
“It’s not just about me donating the profits of the palette, but encouraging other people to start donating and helping out too. I think that has way more meaning than making profits,” she said.
In gratitude, Choy made it a point to reach out to customers, with a handwritten note. “If I had a customer who was from France, I’d write a little bit in French. If they had a certain special occasion that just passed , I’d write a personalized note to celebrate it. Having a small business gives you that personal connection with your customer base.”
Endangered Cosmetics has also grabbed the attention of fashion magazine British Vogue, which emailed her out of the blue expressing interest in featuring the brand.
“I freaked out and I called my parents immediately, telling them, oh my god, they want to feature me!” she recalled.
Being featured in the popular publication within the first year of launching her passion project is one of Choy’s proudest moments.
“To have their recognition and to be featured in the biggest issue of the year is such a huge honour, and a dream come true. Especially with the beautiful Gemma Chan on the cover, to see Asian female representation has made the feature so much more meaningful to me,” she wrote on Instagram following the news.
