2007–2009
Founding Years BXG was born with a clear mission: to introduce the therapeutic power of Dead Sea skincare to the Hong Kong market. We secured exclusive distribution rights for Premier by Dead Sea and quickly distinguished ourselves through dedication to quality, service, and strategic agility. Despite operating in a highly competitive market, our founders forged strong partnerships and laid the groundwork for future growth.
2010–2013
Early Innovation In 2010, we expanded into the haircare category, introducing Amika’s professional tools and lifestyle-oriented positioning to Hong Kong. This move signaled our ability to anticipate category trends and rethink how beauty brands engage consumers in retail environments
2014–2017
Regional Expansion We extended our presence into Macau with our first flagship locations, followed by the introduction of brands such as Gratiae and Tresor Rare.
In 2015, a major strategic milestone was reached with Aurec Capital’s investment, bringing in financial strength and long-term growth guidance. By 2017, we operated over 15 high-traffic retail points in Macau alone.
2018–2019
Brand Creation & Internal Transformation This period marked a critical evolution as we shifted from distribution to ownership. BXG began developing its own house brands: The Mineral Boutique, Telosin, and A80 Paris, while strengthening its creative, R&D, and operational capabilities. This shift unlocked our second growth curve and laid the foundation for vertical integration.
2020–2022
Resilience Through Crisis As Hong Kong experienced social unrest followed closely by the COVID-19 pandemic, BXG leaned into technology and agility. We launched a full digital transformation initiative: implementing ERP and POS systems (Cegid), deploying a robust project management platform, and rolling out Slack to unify communications. We also created proprietary systems like the BXG PIM platform and VIP Extra portal, laying the groundwork for scalable, intelligent operations. Even amid instability, we identified opportunities in Macau, establishing several new flagship stores and launching the now-iconic 24 Auro brand at The Venetian.
2023–2024
Post-Crisis Acceleration Reinforced by experience, we entered 2023 with renewed clarity and leadership. We expanded into Singapore through B2B distribution, restructured our executive team, and saw verified VIP Extra membership surpass 100,000 members.
2025-2026
New Markets, New Milestones Looking ahead, BXG is taking bold strides into Mainland China. Our focus is on deepening brand visibility, launching the VIP Extra e-commerce platform for Chinese consumers, and building meaningful digital experiences. We are opening new stores across key cities while expanding our home brand footprint and receiving accolades for innovation, design, and product performance. As we win regional awards and earn the trust of new partners and consumers, we step confidently into the future, with ambition, gratitude, and an unshakable commitment to excellence.
