At a Glance

Optifold is a non-surgical option for those looking to create a more developed eyelid crease using crease tapes worn overnight that can even lead to permanent results over time.

Who is Ray Tang?

Meet Ray Tang, Founder of Optifold.

About Optifold

Growing up, Ray realized early on that the look of his eyes would change depending on the day, depending on the way that he slept and many other factors. Even just rubbing his eyes could change the way that they looked. And that showed him that the eyelid crease isn’t a fixed thing. It’s actually more dynamic, at least, the younger you are the more dynamic it really is.

As he grew older, however, he noticed that there were several things about the body, and specifically the skin, that would start to become even more stable. Eyelid creases were one of those things, but they still required some maintenance.

The eyelid crease was a feature he wanted to keep and therefore it was one that he decided to put the work into in order to maintain it. In order to do that, he created his own products for personal use even at a young age. As he grew older, he continued to experiment with handmade, individually designed pieces to create the ideal look.

The slightest change could dramatically change the results and the lifespan of those results. So, Ray kept working and testing and was ultimately granted patents in both Japan and South Korea.

Ray’s Journey

The team at Optifold is actually quite small with two core members, and two additional partners. Everyone is actually remote, with the two core members located in Toronto and the others located in Ontario and South Korea.

Business Growth and Revenue Strategies

When it comes to spending time during the day, Ray would love to have more time to reach out to UGC creators that have their own following. While he’s been posting videos on the business channel about creators using their products, he’d much prefer the opportunity to have those creators posting on their own channels and sharing directly with their followers.

Optifold’s CX Philosophy 

Taking care of people is the most important thing when it comes to Optifold’s CX philosophy, and it all comes down to making sure that they’re having real conversations with the people who are buying their products.

Having a genuine conversation with someone and making sure that they feel supported and understood. It’s important to make sure that they’re getting the care that they need and that they may have been looking for a long time.

Going Above and Beyond

With a product like Optifold the process is extremely important. Being able to follow along with the process and all of the steps to achieve the results you’re looking for is crucial. And sometimes it can be difficult for users to do, even if they think they’re doing everything right.

One experience that Ray had was with a customer who was doing a good job at following the instructions but just wasn’t being quite as consistent as he needed to be in applying the tape. And that was why he wasn’t getting the results that he was hoping for.

Instead of just referring him back to the videos or the instructions, Ray knew he needed to do something to help the customer and that was why he created a voice message and offered the reassurance and support that the customer needed to make sure that they got the results they wanted as well. It was all about finding a way to train someone remotely on the process and also making sure that this customer, and others, feel happy with the results they get.

Innovation and Adaptability

Moving forward, Ray has plans to continue reaching out to UGC creators with a strong following. He wants to make sure that people can see the product and how it works and that means getting the name out there. It means spending more on video advertising from those creators and making sure that they’re being strategic.

Continuing to move into different markets, and especially saturating the home market is important for the company to continue to grow as well. And more than that, there’s always AI. While one of their hires is working on helping with blogs and targeting the home market, another is pushing further into AI and what’s the latest opportunities in AI.

Guiding the Future of Entrepreneurship

What advice does Ray have for other entrepreneurs? Sometimes things end up happening at random. For their company, setting the actual price for the product was a random selection and then, as they continued to receive customer feedback, they started adjusting the price until it felt right and until customers seemed to value the amount of money that they were spending. So, make sure that you’re paying attention for yourself as well, and trusting in the random things when you need to.