Meet Cheer: Why We Started CMe After 3 Years of R&D

Dear CMe Community,

My name is Cheer, and I'm the founder of CMe. I want to share why I spent 3 years in the lab instead of launching a brand immediately, and why CMe exists today.

The Problem I Couldn't Ignore

Five years ago, I was buying skincare like everyone else. I'd read a viral review, buy the product, use it for two weeks, and see... nothing. Some products made my skin worse. Others cost 3x more than competitors for identical formulations.

But the real frustration wasn't the products. It was the deception.

Brands would claim "clinically proven" without citing studies. They'd say "hypoallergenic" without disclosing allergens. They'd use expensive ingredients in products where the concentration was too low to matter.

As someone trained in chemistry and cosmetics formulation, I knew I couldn't unsee this. So I decided to do something about it.

Three Years in the Lab

From 2023 to 2026, I spent time in Wathoothorn laboratory testing formulations. Not to create something entirely new — skincare is a solved problem. Great skincare uses proven ingredients in optimized concentrations.

But I was obsessed with one question: How can we remove all the BS?

Year 1: Ingredient Research (2023)

• Tested 47 ingredient combinations for the cleansing formula
• Submitted samples to dermatology labs for allergen testing
• Identified which ingredients deliver results vs. feel-good marketing

Year 2: Formulation Optimization (2024)

• Achieved consistency across 15 test batches
• Stability testing: products must work at room temperature for 2 years
• Third-party testing with Spincontrol for SPF verification
• Got COSMEB factory certification

Year 3: Brand Philosophy (2025-2026)

• Decided: We only claim what we can prove
• Built supply chain with full transparency
• Designed packaging with sustainability in mind
• Tested products with real users (not paid testimonials)

What Makes CMe Different

1. Verified Claims

Every claim on our website has backing:

• SPF 65.8? Tested by Spincontrol (not estimated)
• "Non-irritating"? Dermatology-tested, removed allergen X
• Price? Reflects actual formula cost, not marketing budget

2. Transparent Pricing

A 100ml serum doesn't cost ฿600 just because it's a serum. Our Brightening Serum is priced to reflect:

• Active ingredient cost (Vitamin C + Niacinamide)
• Bottle, label, logistics
• Lab testing costs
• Team overhead + fair margin

You're paying for the formula, not the hype.

3. Minimal Lineup

We have 3 core products because:

• More products = more decision paralysis
• A simple routine you'll actually do beats a perfect routine you won't
• Every product we make meets the highest standard

4. Long-Term Thinking

I'm not planning to exit in 5 years. I'm planning to build CMe for 20 years. That means:

• We're investing in R&D right now (Moisturizer coming Q4 2026)
• We listen to community feedback and iterate
• We stay accountable even when things are hard

The CMe Promise

When you buy CMe, you're buying skincare from someone who:

• Spent 3 years in the lab, not 3 months on marketing
• Verified every claim before putting it on the bottle
• Refuses to claim SPF 60+ when we test at SPF 65.8
• Prices products fairly, not for Instagram aesthetics

What's Next

We're not planning to be the biggest brand. We're planning to be the most trusted.

This year (2026):

• Brightening Serum optimization (user feedback loop)
• Moisturizer launch in Q4 (Clear Soothing Cream with Bakuchiol + Niacinamide)
• Expansion to Singapore, Malaysia, Vietnam

This decade:

• Build a community of people who care about what's actually in their skincare
• Invest in dermatology research partnerships
• Remain 100% transparent about margins, costs, and decisions

A Personal Note

Thank you for finding CMe. Whether you're here because you saw our sunscreen test results or because a friend recommended us, you're part of something different.

The beauty industry has lied for decades. It's time for honesty. It's time for skincare where:

• Claims are verified, not assumed
• Ingredients are optimized, not padded
• Price reflects value, not scarcity
• The founder is willing to show their work

That's CMe. That's why I'm here.

With care,

Cheer Founder, CMe CheerTsuMe Thailand, April 2026

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P.S. — Questions about our formulations, testing, or sourcing? Email me directly: [email protected]. I read every email.