Digital Cover: Wilson Lee is more than just the CEO of EMAX Beauté International

Wilson Lee’s (@wilsonlys_) passion for beauty goes beyond aesthetics and cosmetics. For him, it’s about empowering people to feel confident and authentic in their skin and he leads by example as a tastemaker known for his unique point of view in fashion.

Often seen in the finest fits he procured from both local and international brands, Wilson Lee proves to us that the concept of beauty goes beyond the usual glossy products and advanced technology. From innovative marketing campaigns down to the contemporary interior design for his outlets, Wilson Lee's personal flair in style has always been reflected in his work, from the overall vision and creative direction down to the finer details in every nook and corner of the space.

At the heart of Wilson Lee’s success is his ability to anticipate the beauty industry's ever-evolving demands. His business strategy, a game-changer in Malaysia’s competitive market, goes beyond what consumers need on the surface. Instead, Wilson Lee curates a narrative that invites clients into the EMAX Beauté world, showcasing authentic transformations, behind-the-scenes innovation, and educational content that connects on a personal level.

Take for example B+ Clinic and Venusde, two of his many businesses that target the young hustling and bustling city-siders of Kuala Lumpur. Wilson Lee breaks the mould of conventional beauty clinics by injecting his fashion and arts know-how to create an experiential space that echoes the latest fashion movements and cultural trends around the world. 

On his approach for EMAX Beauté, he says, "It’s not just about following the latest trends; it’s about setting them and pushing the boundaries of what beauty can be. This industry allows me to blend creativity with business, which is a combination I find incredibly fulfilling."

With a commitment to continuous improvement, Wilson Lee pushes boundaries, ensuring that EMAX Beauté stays ahead of the curve, blending luxury beauty with personalized experiences that keep clients coming back.

For our digital cover story this month, we have the opportunity to catch up with Wilson Lee himself, where we pick his creative mind to discover his dashing fashion persona and how that transitions into his business and vision. 

What inspired you to start your journey in the beauty and aesthetics industry? 

In an industry that constantly evolves, I saw an opportunity to merge my passion for innovation with my love for aesthetics. Beauty, to me, is an art form that goes beyond trends — it's about creating an experience that resonates with individuals on a deeper level. The idea that we can enhance someone's natural beauty while also boosting their confidence is what truly inspired me to dive into this journey.

You have a wide range of beauty offerings at EMAX Beauté. How did you identify the niche or gap in the market that your brand now fills?

At EMAX Beauté, we pride ourselves on offering something that you won’t find anywhere else to the market. We’re constantly looking for ways to innovate and elevate the beauty experience, which is why we invest heavily in our own research and development. This allows us to create treatments that are truly unique and tailored to the specific needs of our clients.

For instance, our latest Stem-K treatments are a result of our in-house R&D efforts. We recognise a demand for advanced skin rejuvenation so we developed Stem-K to address those needs in a way that’s both cutting-edge and highly effective. We're using some of the most advanced machines in the industry and work with professional manufacturers with global offices in Switzerland and Korea. 

We also know that you love fashion and your wardrobe has always been a head-turner. How do you define your style?

I define my style as a mix of hidden details, unique elements, and deconstructed tailoring that can still be worn every day. I’m drawn to pieces that offer something unexpected—whether it’s a subtle design feature or a unique cut. For me, it’s important that my style isn’t just about making a statement but also about consistency. My fashion choices reflect both my personal taste and my branding, carrying through everything I do, from the office to social events.

Can you share a recent trend in menswear that you’ve embraced or put your own twist on?

I'm not sure if it's a defined trend, but I've noticed a shift towards more logo-less pieces from major brands like Loewe, where the focus is more on silhouette and craftsmanship, rather than prominent logos. It's a move that resonates with me because I believe that style should speak for itself without needing to rely on branding.

What is the most important item you always have when styling your daily looks? 

For me, the most important item when styling my daily looks is a good pair of pants. They take up about 60% of your body, right? People’s first impression is often based on the overall look and fit, so I believe that a well-fitted pair of jeans or trousers is crucial.

In my opinion, the right pants can make or break an outfit—they’re even more important than the top. A great pair of pants sets the foundation for the entire look, ensuring that everything else falls into place.

You have also always supported local talents and designers. What do you look for when procuring your wardrobe and who are your current favourites?

When I support local talents and designers, I’m drawn to more than just the clothes—they need to tell a story. I look for the narrative behind the designs, the message the designer is trying to convey. It’s important to me that what I wear aligns with my values and resonates with who I am.

Beyond the story, I also consider how the pieces fit into my existing wardrobe and whether they complement my daily style. The overall fit and versatility are key; I want to be able to integrate these pieces seamlessly into my everyday life.

As for current favourites, I’m particularly impressed by local designers who manage to blend cultural elements with modern design in a way that feels fresh and relevant. Their ability to innovate while staying true to their roots is something I deeply appreciate and seek out in my wardrobe.

What is the one trend you wish would never make a comeback?

Skinny jeans—definitely one trend I hope never makes a comeback. Fashion should evolve, and I’m all for styles that prioritise both comfort and a modern aesthetic.

What advice would you give to someone looking to refine their own style?

For anyone looking to refine their style, my advice is simple: keep experimenting and don’t be afraid to take risks. Fashion is about expressing who you are, so let that guide your choices.

You’ve built your beauty empire on innovative social media marketing and promotions, which is a standout from the usual practice in Malaysia. How did you come up with your approach to this?

In such a saturated market, standing out is essential. We knew that to truly capture attention, we had to go beyond the basics. That’s where our creative narrative comes in. Our social media strategy is built on the idea that people connect with stories and experiences, not just products.

By crafting a creative narrative that resonates with our audience—whether it’s through behind-the-scenes content, real client transformations, or engaging, educational posts—we’re able to build a deeper connection with our clients. It’s not just about selling a service; it’s about inviting people into our world, showing them what makes EMAX Beauté unique, and creating a community around our brand.

Can you talk about a pivotal moment in your career that significantly impacted your business?

A pivotal moment in my career was definitely the period before, during, and after the COVID outbreak. Before COVID, I had reached a point where everything was running smoothly, but I felt a bit lost—I didn’t have a clear direction for where I was heading next. Then, when COVID hit, it was like everything turned upside down. I was completely unprepared, and it affected me deeply on both a personal and professional level. It was a tough time, to say the least.

However, looking back, I’m also grateful for that period. It forced me to stop and reflect on what I truly wanted and believed in. I used that time to consume as many books as I could, seeking clarity and a renewed vision for my life and my business. It was through this process of introspection and self-growth that I was able to realign my goals and come out stronger on the other side. Sometimes, it takes a crisis to push you to re-evaluate everything and find a new sense of purpose.

Lastly, what is your plan for the coming year for EMAX Beauté?

For the coming year at EMAX Beauté, my focus isn’t just on big results or major achievements—though those are important. What really drives me is the spirit and mindset behind everything we do. I want to continually inspire those around me and influence the industry by embodying a graceful pursuit of self-improvement.

I believe that if we maintain an attitude of constant evolution, embracing whatever comes our way with the desire to always be better, everything else will naturally fall into place. This mindset of continuous improvement and adaptability is what I’m committed to fostering within EMAX Beauté. It’s not just about where we’re going, but how we approach the journey, and I’m excited to see how this will shape our growth in the year ahead.

Cover Credits:

Art Direction & Styling: Ervin Tan
Photography: Edmund Lee
Hair: Kay Tuan
Makeup: Crystal Foong/ PLIKA Makeup
Words: Calvin Chong