By SGN | 12 Dec 2025
Years ago, Jianing made an unusual choice for a university student. She delayed her graduation, not for credits or requirements, but simply to spend a semester on exchange in Singapore and experience what life and study were like in the city.
“I took an extra year just to do it because I knew I would regret it if I didn’t take the opportunity to do it in university,” she recalls. “It was one of the best decisions I ever made. The city was warm, multicultural, and full of energy. That year really opened my eyes.”
The exchange confirmed something she had long suspected: she wanted a life that involved living abroad and working across cultures. And so, when an opportunity arose in Paris, she embraced it without hesitation.
Over nearly three years in France, she grew her career and gained a deeper understanding of global beauty markets. Yet Singapore remained in her thoughts.
So, when Jianing learned she could take an opportunity in L’Oréal’s Singapore office, the timing felt almost uncanny. Today, she leads as Head of Content and Advocacy at L’Oréal Dermatological Beauty division in Singapore.
“Back then, I was discovering the city as a student. Now, I am returning with global experience and a fresh perspective. It really feels like I’m coming back to a place that has always been part of my story.”
An early interest in the beauty industry
Jianing’s fascination with beauty and content began early.
“Growing up, my dad loved photographing me, and I hated it at first. But when he gave me my first digital camera, everything changed. I started making makeup and beauty videos for YouTube and later moved into short-form content,” she says.
Her curiosity deepened during university, when hormonal acne pushed her to explore different products and routines. She documented her journey online, hoping to help others navigating similar challenges. “I wanted to understand what really worked for me and, at the same time, support people who were going through the same thing,” she explains.
What captivated her most was not just the products but the people behind the choices they made. “I loved exploring why people behave in certain ways and what truly speaks to them when they choose a product,” she says. This blend of curiosity, creativity, and empathy naturally drew her towards beauty marketing.
After graduating from Toronto Metropolitan University with a degree in marketing, Jianing joined L’Oréal Canada in 2019, where she managed iconic brands such as It Cosmetics, Lancôme, Biotherm and YSL Beauty. Her early roles gave her hands-on experience of how strategy comes to life, from product launches to nationwide campaigns across Canada.
She later led La Roche-Posay’s national portfolio, building go-to-market strategies, digital campaigns, and consumer research that fuelled the brand’s growth. By 2021, she was Senior Marketing Manager, overseeing product innovation and portfolio planning, helping La Roche-Posay claim the number one spot in Canada’s sun market.
These experiences gave Jianing both operational grounding and strategic confidence. When the opportunity arose to manage global projects in Paris, she embraced it wholeheartedly. Proficient in French from growing up in Canada, she was ready for the challenge.
“It was my first time working and living abroad in a corporate setting outside Canada. I was really excited and curious to see how beauty works across different countries,” she reflects.
Working at L’Oréal in France
Jianing’s career quickly became an international classroom.
While based in Paris, she worked on projects across Japan, China, Australia and Canada, and soon realised that countries close together geographically can be worlds apart in culture, work styles and consumer behaviour. “Even countries that seem near each other can differ enormously in what people respond to,” she says.
Campaigns that performed well in Canada often required a completely different approach in France. “In Canada, marketing tends to be collaborative and data-driven, whereas in France, creativity and brand storytelling take centre stage. You really have to adapt to each team and each market,” she explains.
“Every country has its own way of thinking and working,” she continues. “Understanding those nuances is key to building relationships and creating marketing that resonates.”
One project that stood out for her was centred on a tone-up sunscreen. “The concept is familiar in both China and Japan, but it was fascinating to see how differently each market imagined the ideal brightened skin tone. In China, the preference leans towards a more natural finish, while in Japan and even Korea it tends to be much paler with a pink undertone. It was incredible how a detail that small could completely change how people responded.”
Global events added another layer of complexity. The COVID-19 pandemic, for example, reshaped beauty advocacy.
“In 2020, it was all about big influencers. During lockdown, people had more time to try new products and create content themselves. Now, with TikTok and a creator-saturated feed, the spotlight is on anyone who can grab attention and feel authentic. The landscape is always evolving, and you have to adapt.”
These experiences sharpened Jianing’s ability to see problems from multiple angles and tailor strategies to each market. “Even though we were working out of Paris, I collaborated directly with local teams in each country,” she says.
“It starts with understanding the consumer through research and pairing those insights with open discussions with local teams. That’s what makes a campaign work; you have to listen, explore what could stretch, and spot what might miss the mark.”
“Working across cultures taught me there isn’t a one-size-fits-all solution,” she reflects. “You must observe, listen, and adapt constantly. That’s what makes global marketing challenging and endlessly rewarding.”
Outside work, Jianing carries the same curiosity into everyday life in France, exploring local food, culture, and art, always looking for inspiration to bring fresh ideas back to her work.
A new chapter in Singapore with L’Oréal
After several years in France, Jianing’s posting to Singapore felt almost like returning to a familiar chapter.
“When I first heard the news, I was thrilled,” she recalls. “Working in Asia within the beauty industry is incredibly dynamic. Southeast Asia is at the forefront of beauty, shaped by sophisticated consumers who expect high performance and a seamless experience. Trends often begin here before spreading globally, so it is a very inspiring place to be.”
Her connection to Singapore had begun much earlier. During university, Jianing deliberately delayed her graduation so that she could spend a semester on exchange at Nanyang Technological University. “I loved my exchange so much that I documented most of it on social media. It was such an energising time,” she says.
Returning now as a working professional felt both exciting and strangely natural. “Singapore has a strong expat community and a real mix of cultures, so my friendships span both local and international circles. With English being one of the main languages, it is easy to communicate and build connections.”
Building routines and friendships helped her feel at home. “I found a workout routine and joined social clubs for sports like pickleball and rock-climbing. It became a way to meet people and stay grounded,” she says.
Networking came naturally, through friends introducing her to new circles and through her content creation work. “That network has taken me far because people are open and welcoming. Sharing stories through content has also allowed me to inspire others along the way.”
“I love telling stories that encourage people,” she adds. “Many think moving abroad or chasing your dreams is difficult, but it really comes down to a mindset shift.”
One quote resonates deeply with her: ‘You’re only one decision away from a different life.’ She even made a video about it. “Deep down, you already know what that one decision is. It’s about finding the courage to face it head-on,” Jianing reflects.
Jianing’s reflections and advice
Jianing’s international journey has shaped not only her career but also the way she approaches life.
“Living across Toronto, Montreal, Paris and now Singapore has taught me the value of curiosity, openness and embracing new perspectives,” she says. “Whenever you arrive somewhere new, it is important to take a step back, listen and really understand before forming any judgements.”
Her experiences have also reminded her to savour the moment and appreciate the time you have in each place. “You never know how long you will be in one location, so it is important to live life to the fullest,” she reflects.
For young marketers hoping to build an international career, Jianing emphasises curiosity and adaptability. She encourages learning new languages, seeking friends with different perspectives, and approaching problems from multiple angles.
“Things rarely go exactly as you expect, so mental flexibility is key,” she says. “Look for companies with international offices and make it known that you are open to opportunities abroad.”
For those considering Singapore, she offers practical reassurance. Both local and expat communities are welcoming, and there are many ways to connect, whether through clubs, sports, or simply asking colleagues for introductions.
“As long as you put yourself out there, you will meet people and find your community.”
About Jianing
Jianing Yang is the Head of Content & Advocacy for L’Oréal Dermatological Beauty division’s SAPMENA zone, leading content strategy and brand advocacy across Southeast Asia, the Middle East, North Africa, Australia, and India. She is also a content creator who shares stories to inspire others to embrace international experiences and pursue their goals.
Connect with her here.
