Vanessa Chong is modernising her family's fragrance legacy

Free Malaysia Today

4 days ago

Vanessa Chong has used her marketing experience to modernise her father's decades-old incense business. (Vanessa Chong pic)
IPOH : Vanessa Chong initially had no plans of returning to Ipoh. Life in New Zealand was good – house, career, wedding plans. But when her brother died in a hiking accident in 2020, everything shifted.
'I was lost for two months,' the 32-year-old marketing graduate recalled. 'Then I made the choice to come back – to help my family,' she said.
Her father had been running Foo Kwai Heong, an incense manufacturing business, since 1983, and S W Aroma, a fragrance distribution company.
Chong, the youngest of three siblings, admitted she never gave either much thought growing up. 'I used to think, who's going to care about incense? It's not eco-friendly. It's so traditional,' she laughed.
But returning home opened her eyes. She saw her father, still passionate, still scribbling orders on paper, still believing in the craft. 'That's when I realised, there's so much potential here. I'd learnt so much working overseas, and I wanted to bring that knowledge home.'
Through Franoe, Chong conducts two-hour aromatherapy workshops, using essential oils produced by her family's fragrance business S W Aroma. (Vanessa Chong pics)
With her father and second brother, she digitised the fragrance business, moved sales online, introduced smaller product sizes, and rebranded their consumer line from 'Fragrance Note' to 'Franoe' – a name born out of a trademark hiccup.
Franoe currently offers 20 types of essential oils – including lavender, geranium, and bergamot – sourced from S W Aroma. Chong also conducts aromatherapy workshops in Kuala Lumpur where participants learn how to blend essential oils based on their moods, needs, and even physical symptoms.
'Let's say you have a fever and want to relax. I'll teach you to blend lavender and peppermint,' she explained. 'It's about helping people create their own personalised remedies.'
Recently, Chong conducted a two-day-one-night retreat called Rehat, something she wishes to have more of in the future.
After all, the response from Franoe's workshop attendees have been overwhelmingly positive, with many surprised at how much they learnt in just two hours – or over a weekend.
Chong enjoys a great working relationship with her father (centre) and brother. (Vanessa Chong pic)
Others appreciated the strong community vibe, as Chong collaborates exclusively with local partners, from wine and pastry brands to yoga instructors and sound healers.
'Some think retreats are only for women, but I tell them – mental stress doesn't care if you're a man or woman. Anyone can benefit. People today want real dopamine. Not from alcohol or distractions – but from wellness,' she said.
Chong also plans to introduce incense-making workshops soon. 'People don't just burn incense to pray anymore,' she said. 'Now, it's also about creating a calm, luxurious vibe – like in hotels or meditation spaces.'
But Franoe isn't just an e-commerce store for essential oils. It's Chong's personal mission to blend her family's heritage with a modern lifestyle approach.
'I wanted to do more than sell oils,' she said. 'I wanted to make wellness part of daily life.'
What makes Franoe stand out isn't just the products or the knowledge – it's the heart behind it. Chong's decision to return was deeply rooted in love and loss, but also in rediscovery. She started seeing her father's traditional practices in a new light – and realised others her age, were curious too.
Chong hopes to conduct more of her 'Rehat' retreats in the future. (Vanessa Chong pic)
'I used to be a free thinker,' she admitted. 'But after following my parents during the Qingming Festival, I understood. These rituals carry meaning. And when I talked to my peers, they were like me – curious, but clueless.'
So she started making content to teach them. One video went viral. 'That's when I felt like I found my purpose,' she smiled.
As for what's next? Chong hopes to build long-term partnerships with international villas and hotels to expand Franoe's retreats.
But beyond the success of her business, Chong admitted that she is happy she managed to 'convert' not just her father, but all of her longstanding employees to a new direction.
'When I first stepped in, nobody listened to me. They were like, 'who do you think you are?'' she recounted. 'But now my team believes in me.'
One message from her late brother's assistant meant everything: 'She said, 'I didn't like you before, but now I understand why you did what you did.'
'They are doing bigger things, different things now. They are willing to try stuff and they are happy as well. To me, that's more important than sales,' Chong concluded.
Find out more about Franoe here. Follow Franoe on Instagram.