Roger Huang

Roger is an optimistic and passionate individual with a rich life story spanning six decades. His journey from a challenging childhood in Taiwan to running a thriving retail business in Southern California is filled with memorable experiences. He grew up in a financially struggling family in the Sanchong District of New Taipei City; his father was a taxi driver, while his mother worked in a factory, sewing brand labels day in and day out to support a family of six.

Financial hardship defined Roger’s early years. At just six years old, he began helping his parents run a street stall in Taipei’s bustling Ximending district, selling items such as socks, spoons, and pajamas. After graduating from junior high and completing three years of military service, he briefly worked as a prop master for a film company. Later, his father immigrated to the United States with the family, marking the beginning of a new chapter in Roger’s entrepreneurial journey.

In the U.S., Roger had to juggle multiple jobs to make ends meet. Initially, he and his siblings sold goods at flea markets and worked installing ceilings for just five dollars an hour. To stock their inventory, they often had to drive a dilapidated pickup truck on long-distance trips. The work was grueling and profits were slim at first, but through sheer perseverance, they eventually opened their own brick-and-mortar store in the late 1990s. Although his siblings eventually moved on to other ventures, Roger stayed the course and founded "Cosmetic Palace," a retail and wholesale center specializing in perfumes and beauty products.

Roger attributes the store's long-term success to three key factors:

Affordable Pricing: Maintaining a modest 20% profit margin above retail prices and offering bulk discounts to ensure products remain affordable.

Adaptability: Offering a diverse product range and carefully curating selections based on market trends, such as the recent popularity of Arabian and Middle Eastern fragrances.

Customer Service: Taking the time to build genuine connections with customers, warmly greeting them in English, Spanish, and Chinese, and remembering the names of regular patrons.

However, running the business was far from smooth sailing; it involved enduring severe trials. Located near the U.S. Mexico border, the shop faced daunting security challenges, including rampant shoplifting by organized groups and slow police response times. Despite Roger installing a comprehensive surveillance system, criminal activity persisted, a situation exacerbated by the implementation of California’s Proposition 47, which led to a surge in "smash-and-grab" thefts. His wife was even injured during one such incident. During the pandemic, Roger faced a nightmare scenario: a group of homeless individuals broke into a vacant, fire-damaged storefront next door. They set up camp and engaged in drug dealing on the other side of the wall, causing Roger countless sleepless nights until law enforcement finally evicted them.

Amongst these hardships, there were also great successes. During the Covid-19, Cosmetic Palace was able to stay afloat. While many businesses were forced to close, sales at "Cosmetic Palace" actually rose because the store was stocked with essentials like face masks, gloves, and hand sanitizer. New customers drawn by these necessities discovered the shop’s wide range of affordable cosmetics and eventually became loyal patrons.

Facing life’s challenges, Roger has always maintained an open and compassionate mindset. He devotes significant energy to philanthropy, actively volunteering with Tzu Chi and traveling to Central and South America for disaster relief work. Roger deeply values ​​human connections, viewing them as the cornerstone of both personal fulfillment and business success. Looking toward retirement, he hopes to dedicate even more time to charitable causes.

Looking towards retirement, Roger’s advice for aspiring entrepreneurs remains grounded and simple.

"First, you must be honest. Treat people with sincerity, uphold your reputation, build trust, and keep your promises. Furthermore, always be punctual. Once you master these fundamentals, the rest is simply a matter of hard work. That is the true path to success."

Author： Valen Miao