OUR STORY

INITIA, The Biggest Brand Concept Leader

Since its founding, INITIA’s devotion and commitment have made it one of the premier beauty & lifestyle platforms in Asia. Led by a dedicated team, INITIA Group creates a series of avant-garde beauty salons, integrating lifestyle & trendy elements to provide a top-notch & dynamic experience for our customers.

Initia Group sets out to find a consumer service business that is experience-based, differentiated and advantaged, non-seasonal, non-cyclical, highly predictable, has strong senior management, and strong online presence. Initia has been in the beauty industry and has created a series of new concept salons that blends with lifestyle and trends to provide a unique and fascinating lounge that contributes to relaxation, inspiration that'll makes you look & feel good inside and out.

In 2021, the Initia Group will embark on a new business journey beyond the beauty and lifestyle businesses to brand creation, brand consulting and incubation, strategic operations management, and effective brand marketing.

INITIA Group is looking forward to growing as a company that leads the market through research and development.

Founder - Luke Yi

Our founder, Luke Yi is the CEO of Initia Group. He has been interested in adding innovation and systematic approaches to traditional business models like F&B and Beauty Industries, after his 16 years of corporate life in the IT industry.

As stated by Luke, the most important factor in succeeding is:
“The secret of success is to execute something nobody else dares to do and believe in it.”

Luke is an IT professional graduate of Monash University, Master in Business Systems. A Korean that has spent more than half of his life overseas including 12 years in Singapore.

In the year 2013, he pursued to start his entrepreneurship in the F&B Industry and created his very first brand, Chicken Up Restaurant, and expanded across South East Asia.

Fueled by passion and self-belief, Luke then brought the first Korean hair salon brand, Leekaja Beauty Salon, to Singapore in 2016. This leap made him realize that one should not be bound in a circle, and amidst the enormous success of Leekaja Beauty Salon, an entirely new concept salon with a garden-themed cafe was born - Walking On Sunshine. Both establishments have since expanded into the Malaysian market.

Luke is motivated and energetic; but above all, he has great confidence and with his beliefs of “Giving First” instead of first expecting something. He is always on the lookout for new experiences for the customers, emphasizing value-added services beyond customers’ expectations. From a small team of 20 people in 2016 to the current 150 staff in the company, Luke is determined to lead his team and brands to a greater height and success with his forward-looking view.

Awards