In Conversation with Cafuné Women
Empowered women empower women. Through celebrating women's achievements, we uplift and inspire one another. This spirit of solidarity fosters a community where shared experiences and stories fuel our growth.
In the series "In Conversation with Cafuné Women", we will engage with inspirational women from diverse backgrounds around the world, delving into their journeys to success. As these women open up about their unique experiences, we hope to inspire you to embrace your own stories, foster a culture of confidence and ambition for you to pursue your dreams.
About Erica Choi
A licensed esthetician and founder of Superegg, Erica has over 15 years of experience in design and beauty. She also runs @eggcanvas, a lifestyle platform. With a multi-faceted identity, Erica embraces creative, meaningful change in her endeavours.
Interview with Erica Choi
If you have to describe your personal style in three words, what would they be? How did you find your aesthetic?
Minimal, effortless and comfort. My aesthetic was shaped over years of working in design, but it also had to be practical—something that could keep up with life in the city. Living and moving through New York has taught me the value of pieces that feel as good as they look. Through Egg Canvas, I’ve been able to define and express this sensibility in a visual language that feels true to me.
How does being an entrepreneur and content creator influence each other for you?
They go hand in hand. Being a content creator has helped me communicate Superegg’s values visually and emotionally, while entrepreneurship allows me to build something tangible and long-lasting. Both require creativity, discipline, and intuition—and both are rooted in storytelling.
During your career, have you ever faced external pressures or expectations? How did you handle them?
Absolutely. Especially as a woman in leadership and creative roles, I’ve often felt the pressure to conform or prove myself. I’ve learned to stay grounded by trusting my intuition, setting boundaries, and aligning my actions with my values. Clarity and conviction have been key.
What message do you want to share with women through your career story?
That you don’t need to follow traditional paths to build something meaningful. Your voice, your vision, and your intuition are powerful tools. Don’t wait for permission. Create your own canvas.
What advantages and challenges do women face as entrepreneurs?
Women bring empathy, vision, and resilience to the table—but we’re still navigating systemic challenges like access to capital or being underestimated. However, I believe the tide is shifting. Community and mentorship are vital.
What advice do you have for women who want to start their own businesses?
Know your why. Be clear about your purpose and stay rooted in it. It will carry you through uncertainty. Also, build a strong support network and don’t be afraid to ask for help.
How do you build self-confidence? Beyond confidence, what other qualities do modern women need?
I build confidence through preparation and reflection. Learning to value progress over perfection has been freeing. Beyond confidence, I believe women today need clarity, adaptability, and compassion—for themselves and others.
Do you see society's views on women's independence changing? How has that affected you?
Yes, I see a broader acceptance and celebration of women defining success on their own terms. Personally, it’s been empowering. It has made space for more honest, nuanced conversations—and inspired me to lead with more authenticity.
Cafuné values sustainability and longevity. Can you share with us Superegg's values?
Superegg shares those values deeply. We are a wellness-based vegan skincare brand rooted in balance, clean science, and sustainability. Every product is 100% vegan and formulated with our proprietary Duplex® technology—plant-based complexes that mirror the egg’s nutrient-rich components without animal ingredients. We also use FSC-certified paper and PCR materials, and we’re a proud member of 1% for the Planet.
How would you describe the style of Cafuné? What do you think of Cafuné?
Cafuné embodies quiet elegance and thoughtful design. Their pieces carry a timeless confidence that I deeply admire. As someone who values both aesthetics and intentionality, I feel aligned with their philosophy.
What defines a "Cafuné woman," and what similar qualities do you share?
A Cafuné woman leads with confidence and subtle strength. She’s discerning, grounded, and expresses herself with grace. I relate to that sense of balance—of being both creative and considered, intuitive yet precise.
