THINK STRATEGICALLY
We uncover the cultural, consumer and commercial insights that reveal where a brand can play and why it can win.
LET'S CREATEWHO WE ARE
ASIA-ROOTED.
FUTURE-
FOCUSED.
GNOVA is an Asia-focused brand growth and innovation company.
We bring together brand-building expertise, entrepreneurial execution and emerging technology to turn meaningful ideas into new paths to growth.
Born in Asia and built for an interconnected world, we help businesses navigate changing consumer expectations, emerging markets and new possibilities for more sustainable ways of living.
WHAT WE BELIEVE
BETTER BRANDS.
BETTER WAYS
TO LIVE.
Brands shape more than what people buy. They influence how people live, feel and connect.
We believe the brands that matter next will combine cultural relevance, commercial ambition and responsible design—creating value for both business and everyday life.
For us, sustainability is not a claim added at the end. It is a better choice designed into the way a brand is imagined, built and grown.
HOW WE WORK
STRATEGIC IN THOUGHT.
ENTREPRENEURIAL IN ACTION.
BUILD ENTREPRENEURIALLY
We turn ideas into propositions, products and experiences designed for the realities of the market.
SCALE INTELLIGENTLY
We combine technology, partnerships and practical execution to create repeatable and sustainable paths to growth.
FOUNDER
TRACY
CHEN.
FOUNDER · RESPONSIBLE BRAND BUILDER · ENTREPRENEUR
CHINA · SINGAPORE · ACROSS ASIA
Tracy has spent 20+ years building and scaling beauty and lifestyle businesses across Asia Pacific. A former Vice President at Coty (NYSE: COTY), she has held leadership roles at LVMH (EPA: MC), Yum China (NYSE: YUMC) and News Corp (NASDAQ: NWSA).
BUILT FROM ZERO
Built brands, businesses and capabilities from 0 to 1.
PIONEERED WHAT CAME NEXT
Led the first wave of beauty e-commerce in China with Alibaba—creating multiple industry firsts.
REBUILT FOR GROWTH
Rebuilt an 18-market APAC business post-COVID, delivering double-digit growth against a declining market.
Today, she is starting from zero again—by choice.
Through GNOVA, Tracy brings together AI, biotechnology and ESG innovation to build the next generation of sustainable beauty and lifestyle brands.
20+YEARS
18MARKETS
20+BRANDS
BRANDS SHE HAS HELPED BUILD & GROW
EXPERIENCE & RECOGNITION
CHAIR OF THE BRANDING COMMITTEE · SMC GLOBAL READY (NGO)MBA · KEDGE BUSINESS SCHOOL & SHANGHAI JIAO TONG UNIVERSITYIMPACT MEASUREMENT & MANAGEMENT FOR THE SDGS · DUKE UNIVERSITYESG INVESTING CERTIFICATE · CFA INSTITUTEDIGITAL FEMALE LEADER OF THE YEAR · CMO ASIABRAND MARKETING PARTNER AWARD · ALIPAY+KEYNOTE SPEAKER · SUSTAINABILITY FORUM · CHINA INTERNATIONAL CONSUMER PRODUCTS EXPO · 2022 & 2024OUTSTANDING LADY MANAGEMENT AWARD · INTERNATIONAL BEAUTY EXPOOUR FOCUS
SHAPING BETTER
WAYS TO LIVE.
We focus on the everyday categories that influence how people live, feel and connect—from beauty and wellness to culture and experience.
For us, sustainability is not a claim added to a product. It is a better choice designed into the way a brand is built.