Business Program Success Stories
An Quynh Duong – Areum Beauty Oy
Hello, I’m An Duong Iso-Heiko. Originally from Vietnam, I’ve been calling Finland my home for over a decade. My journey as an entrepreneur is a story of passion, perseverance, and finding beauty in every challenge. Today, I’m proud to share how my business, which started as a dream, blossomed into a reality with a little help from a fantastic community.
Believe it or not, my entrepreneurial spirit started with a craving, not for cosmetics, but for Asian spices! As a university student in Finland, I often wished for an Asian grocery store in my small city. But it wasn’t until 2020, while preparing for my wedding, that inspiration truly struck. I struggled to find Korean beauty products locally and ended up ordering from abroad, paying high shipping fees and taxes for every little item.
That’s when I had my lightbulb moment: why not open my own online store to bring high-quality Korean beauty products to Finland?
But it wasn’t just about products; it was about values. From the start, I committed to selling only cruelty-free brands, ensuring that every product I offered was ethically sourced and met the highest quality standards. With the support of my husband and an old colleague, we formed a team of three and started building what would become a thriving business a place where people could find not only beauty products but also vegan and eco-conscious options.
Even with my business degrees, starting a company in Finland felt overwhelming. I was lost when it came to business registration, taxation, and funding. So, I turned to Google, hoping to find a program that could guide me. That’s how I discovered Startup Refugees, a free program dedicated to supporting entrepreneurs like me. I signed up immediately and it turned out to be one of the best decisions of my life. Through their business coaching program, I gained valuable insights that helped me draft my business plan, apply for StarttiRaha (startup grant), and officially open my business.
Starting a business isn’t easy, but with the support of Startup Refugees, I tackled my biggest obstacles, understanding Finnish regulations, taxation, and marketing strategies. I learned how to create awareness through networking events, pop-up shops, and digital ad campaigns.
And the results? Truly rewarding. I officially launched my online store Areum Beauty shortly after completing the course. I participated in several pop-up events through the Startup Refugees network. I built lasting partnerships with fellow entrepreneurs, like Faiza from Yeeyaputiikki and Stephanie from Steffi’s Design, whose handmade creations are now featured in my store. But the most exciting milestone came in September 2024, when we opened our first physical store in Oulu, a dream come true after years of hard work!
The biggest gift from Startup Refugees wasn’t just knowledge, it was community. Networking events connected me with marketing experts and fellow entrepreneurs, opening doors to new collaborations and opportunities. Through their pop-up market events, I got to test my products, receive real customer feedback, and fine-tune my brand before opening my store.
Running my own business has taught me that success isn’t about never failing, it’s about learning and growing with every step.
The biggest lesson I’ve learned? Networking is everything. You never know where your next opportunity will come from. Building genuine relationships has been key to my business growth. If I could do one thing differently, I would have started networking sooner and sought help earlier. No one succeeds alone, and asking for guidance is a strength, not a weakness.
My advice to aspiring entrepreneurs is simple: don’t be afraid to bring your ideas to life! Finland thrives on innovation, and there are countless opportunities, from pop-ups to conventions to test and grow your business. Most importantly, believe in your vision and values.
As we grow, my mission remains the same: to offer cruelty-free, high-quality Korean beauty products while supporting sustainable, eco-conscious choices.
With our new store in Oulu and a growing online community, I’m excited to keep sharing the best of Korean beauty with Finland one cruelty-free product at a time.