Jacqueline Koo's journey is proof of passion and reinvention in a world where career paths often follow a linear trajectory. After a successful 23-year career in information technology (IT), Koo took a leap of faith and ventured into the world of skincare. She founded LA MAXIME, a brand that tells a story of resilience, invention, and a deep commitment to helping others feel confident in their skin.

From Bits to Beauty: An Unexpected Career Shift

Koo's journey into skincare was not a planned career move but a response to personal challenges. After spending over two decades as senior IT project manager at Telstra, one of Australia's largest telecommunications companies, she was at a crossroads. "I realized that while I had achieved a great deal in my IT career, I wasn't truly fulfilled," Koo reflects. "I wanted to do something that would make a real difference in people's lives."

This realization coincided with Koo's skin struggles. At 52, she was challenged with extremely dry, flaky, dull, and pigmented skin, exacerbated by sun exposure from the 1970s. She noticed fine lines, visible pores, sagging skin, uneven texture, and erupting rashes that left scars and blemishes. "I was shocked to find that no existing products could effectively address my skin conditions, let alone help me look younger," Koo recalls.

Drawing on her background in computer software engineering and her 30-year career in IT, Koo applied the principle of "garbage in, garbage out" to skincare. She explains, "In IT, we know that poor-quality input leads to faulty output. I realized the same principle could apply to skincare ingredients." This insight prompted her to research skincare product ingredients thoroughly, aiming to understand their efficacy claims.

Koo's IT knowledge in performance tuning complex systems, where she had reduced processing times from 40 to 10 milliseconds, saving millions in operational costs, gave her a unique perspective. "I was convinced I could 'performance tune' skincare products to outperform what was available in the market," she says. In 2007, she began intensive research and development into skincare science and medicinal herbs and plants.

Her research uncovered that many skincare products contained toxic preservatives and chemical additives harmful to health. More importantly, she discovered unique formulation techniques where certain medicinal herbal ingredients could boost the efficacy of other scientific ingredients, acting as powerful antioxidants and youth activators at the cellular level.

This journey of discovery led to the founding of LA MAXIME. "I wanted to create products that addressed these issues and empowered people to feel their best," Koo explains. Today, at 70, Koo is proof of her creations, looking 15 years younger and enjoying smooth, firm, and bright skin free from the issues that once plagued her.

Combining Nature's Potency with Advanced Technology

Koo then trained as a cosmetic chemist and formulator, immersing herself in the science behind skincare. "I was fascinated by the potential of natural ingredients," she says. "I wanted to harness the power of nature and combine it with innovative science to create truly effective products."

This commitment to natural, potent ingredients led Koo to develop LA MAXIME's signature Australian Native Botanical Complex. This complex, featuring powerhouse ingredients like Kakadu Plum, Lilli Pilli, and Desert Lime extract, is at the heart of the brand's formulations. "These botanicals have withstood the test of time and the harsh Australian climate," Koo notes. "They're packed with antioxidants, vitamins, and minerals that nourish and protect the skin."

A Brand with a Mission

More than a skincare brand, Koo sees LA MAXIME as a vehicle for change. "Our mission is to empower women to feel confident and beautiful in their skin," she explains. "We want to challenge the notion that aging is something to be ashamed of and instead celebrate the wisdom and beauty that comes with it."

LA MAXIME uses 100% vegan, cruelty-free, plant-based, and toxin-free ingredients, ensuring its products benefit the skin and the planet. "We believe that beauty should not come at the cost of our environment or values," Koo states.

Koo and LA MAXIME stand out as champions of authenticity, sustainability, and empowerment in a beauty industry that prioritizes quick fixes and surface-level solutions. Her journey from IT professional to skincare innovator is a reminder that it is never too late to pursue one's passions and make a difference in the world. As Koo leads LA MAXIME to new heights, it is clear that it is only the beginning of a beautiful revolution.