Yili Lee

EY Entrepreneurial Winning Women™ Asia-Pacific Class of 2026
Vice Chair and Group CEO, Maywufa Company Ltd, Greater China

Yili Lee is the Vice Chair and Group CEO of Maywufa Company Ltd, a diversified enterprise in beauty, personal care, health technology and medical innovation, headquartered in Taiwan. Yili is transforming Maywufa Company Ltd from a traditional haircare manufacturer into an innovation-driven organization with global potential.

Yili began her career in top-tier international banking, serving major corporate clients, which provided her with a strong foundation in financial analysis, risk management and strategic thinking. In 2012, she joined her family’s haircare group as its next-generation leader. Recognizing the shift toward digital consumption, she launched Saholea®, an online-exclusive shampoo brand that became the fastest-growing shampoo brand at Costco Taiwan in 2021.

Looking ahead, Yili aims to expand Maywufa Company Ltd into Asian markets worldwide, positioning the group as a globally recognized force in haircare and integrated wellbeing. With nearly 50 years of experience in product innovation and deep consumer insight, Maywufa Company Ltd is uniquely positioned to meet the rising demand for health and beauty solutions. Yili’s mission is to empower individuals to feel confident and authentic, representing quality and innovation in the spirit of Asian beauty on the international stage.

Maywufa Company Ltd received the 2025 Fifth Taiwan Sustainability Action Award (TSAA) and was honored as the Best Partner in the Personal Care Category at the Watsons Health, Wellness and Beauty Awards. Additionally, Yili Lee was recognized as one of the Top 10 Women Leaders in the Healthcare Industry in Taiwan.