COSMO HK: The Journey of building The Life Etc. with Jasmine

Recently featured in COSMOPOLITAN HK, our founder Jasmine shared an honest look at what it takes to build the life etc. from scratch.

Here is a look behind the curtain at how the life etc. came to life, the lessons learned along the way, and why we do what we do. 

The Spark: "If I Can’t Find the Perfect Fit, Why Not Make It Myself?"

Before launching the brand 6 years ago, Jasmine worked as a fashion editor. As fitness became an integral part of her daily life, she ran into a common problem: Popular activewear brands rarely offered cuts that properly fitted Asian bodies.

Instead of settling, she asked a simple question: "Why not create it myself?"

That single moment marked the birth of the life etc. — a brand built to create thoughtful activewear tailored for Asian women.

Wisdom vs. Happiness

As an ENFP navigating entrepreneurship for 6 years, Jasmine lives by a simple mindset: rather than getting stuck trying to execute a perfect plan, take action, test ideas, and adapt along the way.

"If it works > Happiness. If it doesn't work > Wisdom."

More Than Activewear: Emotional Value & Confidence

For Jasmine, the most rewarding part of building the life etc. is the emotional connection it creates with our community:

• Real Confidence: One customer shared that wearing our signature flare leggings to Pilates was the first time she looked in the mirror without criticizing her body, finally seeing her own beauty instead.

• Connection Anywhere: Whether it’s being recognized on the subway or on a flight by customers sharing their love for the brand, these moments remind us why we started.

Thank you to our amazing community for being a part of this journey with us. Explore our latest activewear collection designed to move with you every day!