Who is Nguyen Thi Lan Phuong? At first glance, she’s a petite woman who speaks softly and always radiates positive energy. But behind that exterior lies 18 years of persistent work building an online business empire from scratch – including an entire first year without selling a single product.

This article shares my perspective on Nguyen Thi Lan Phuong – CEO of Sang Trong Quyen Ru, one of the longest-running premium Korean cosmetics online sellers in Vietnam.

Who is Nguyen Thi Lan Phuong?

Nguyen Thi Lan Phuong was born on June 24, 1984, and currently lives and works in Hanoi. She is the CEO of Sang Trong Quyen Ru – a brand specializing in premium Korean cosmetics and health supplements.

With 18 years in the business, Ms. Phuong has built a community of nearly 300,000 members across Facebook platforms (Fanpage, personal Facebook, and private Groups). Her customers are not only in Vietnam but also Vietnamese expats in many countries around the world.

What impresses me most about Ms. Phuong isn’t the numbers – it’s the story behind them: an entire first year without selling anything, yet persisting every single day until that first order came.

The Story of One Year Without Orders

Ms. Phuong started her business right after graduating. Back then, she realized that working for a salary would never help her change her life. She decided to step into online business – at a time when online selling was brand new and customer trust was practically non-existent.

The challenges piled up when she chose to sell premium products with prices that weren’t cheap at all.

Throughout that entire first year, despite posting diligently, consulting diligently, promoting diligently… she didn’t sell a single product. Not because she wasn’t trying hard enough, but because the market wasn’t ready to trust online shopping yet.

But Ms. Phuong didn’t give up. Every day, she kept optimizing images, writing informative posts, answering every question, and consulting wholeheartedly with anyone who messaged her.

After one year, she got her first order – with a profit of over 800,000 VND. That amount was roughly half a month’s salary for an average worker back then.

This story taught me a powerful lesson: if you walk long enough, the path will open.

The Path She Chose

In a beauty market increasingly “noisy” with ads, counterfeit products, and misleading information, Ms. Phuong chose the harder path: building trust through real quality, real consultation, and real companionship.

What’s special about her business model is that almost all sales – consulting – customer care activities are conducted online through Facebook. This helps her reach customers quickly, consult closely to their needs, and maintain long-term relationships.

Ms. Phuong once shared: “I don’t sell products in a one-size-fits-all way. I work on personalizing routines based on each customer’s age, constitution, skin condition, and goals.”

This philosophy has helped her build a “flow of trust” – many customers have been with her for nearly 20 years, and they don’t just stay, they also refer friends and family.

Products and Services of Sang Trong Quyen Ru

Currently, Sang Trong Quyen Ru focuses on 3 main value groups:

Premium skincare from LG Corporation (Korea) – skincare lines with solid research foundations, suitable for modern women who need effectiveness but still prioritize safety.

Health supplements from Korea – solutions to boost vitality, increase immunity, support sleep, and beautify from within.

Personalized skincare consultation – this is the “heart” of Ms. Phuong’s work, where each customer gets a customized routine based on their specific condition and goals.

Ms. Phuong believes effective skincare isn’t about using a lot, but about using enough – right – consistently according to a properly designed routine.

Who Are Her Customers?

Ms. Phuong’s main customer group is women aged 25 and above – those who love beauty, care about health and quality of life, and pursue a lifestyle of peace – happiness – contribution.

They come from many different professions: office workers, business owners, teachers, stay-at-home moms, freelancers. Their common point is wanting clear consultation and needing a trustworthy place to entrust their skin and health.

Family and the Person Behind the Work

Ms. Phuong is lucky to have family as her solid foundation. Her parents and younger sister have always fully supported her career. In those early days when she couldn’t sell anything, her family didn’t doubt her, didn’t stop her, but always encouraged her to continue.

Behind the work, Ms. Phuong is a family person. She loves family meals together, loves gardening, loves enjoying peaceful moments – small things that help recharge her energy.

She also loves traveling and exploring. Because she loves nature, she often drives to the suburbs, to peaceful areas to experience local lifestyles. She believes rich life experiences also help her consult customers better.

Vision and Future Direction

Currently, Ms. Phuong is perfecting her system processes and transforming her business model to adapt to the changing new economy. Her goal is to expand from 15 staff to 50-100 staff in the coming time.

She wants to become an inspiring leader, helping her team not just work for money but also have better lives, be happier, and grow together with sustainable values.

She’s also looking for partners to expand her product ecosystem – premium products related to beauty and health care, aligned with the philosophy of “use right – live healthy – lasting beauty”.

Lessons from Ms. Lan Phuong

What I learned from Ms. Phuong’s story is: success doesn’t come from luck or innate talent. It comes from persistence.

Ms. Phuong once said: “Many people look at my current results and say I’m talented. I don’t think so. I think I have what I have today because I love what I do, I work hard every day, and I persisted even when no one believed in me.”

The biggest lesson from her 18 years in business can be summed up in just a few words: Do enough – Do consistently – Do until the end.

Who is Nguyen Thi Lan Phuong – My Perspective

If I had to answer “Who is Nguyen Thi Lan Phuong?”, here’s what I’d say:

Ms. Phuong is a persistent woman who dared to choose the hard path when the market wasn’t ready.

Ms. Phuong is a CEO who built her brand with real trust, real quality, and real companionship.

Ms. Phuong is proof that if you walk long enough and don’t give up, the path will open.

And most importantly, she’s an inspiration for anyone starting their business journey and feeling discouraged because they haven’t seen results yet.

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Contact Ms. Nguyen Thi Lan Phuong:

CEO of Sang Trong Quyen Ru

Phone: 09459 926 332

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Le Duc Anh CEO of OceanLabs – Founder of QVID