Heidi Lau is a member of the IQA Beauty Industry Planning & Management Committee and a highly accomplished senior expert in Hong Kong's beauty industry. Since entering the field in 2002, she has accumulated over 22 years of rich practical and management experience. Starting from the grassroots level as a trainee beautician, she steadily advanced through her exceptional technical skills and leadership talents, rising to become a Store Manager and later expanding into the medical aesthetics sector. She is a versatile beauty professional integrating technical expertise, training, and management capabilities. In 2026, Heidi founded Serene Grove Beauty Training & Education Hub, aiming to systematically pass on the professional knowledge, technical systems, and management wisdom she has accumulated over more than two decades at international beauty brands to the next generation of beauty practitioners. She firmly believes that "experience is the best textbook" and hopes that through professional training, she can cultivate more beauty professionals for Hong Kong who possess international vision and solid technical skills.

Heidi joined MTM in 2003 as a front-line beautician. Driven by her passion for beauty techniques and dedication to customer service, she was promoted to Senior Beautician within just two years, taking on responsibilities for training new beauticians and assisting in the development of new facial treatments. She actively participated in brand expansion, with her work spanning multiple cities including Central, Tsim Sha Tsui, Taipei, Shanghai, Hangzhou, Causeway Bay, and Shatin, laying a solid foundation for the brand's regional growth.

In 2009, Heidi was officially promoted to Store Manager and was assigned to work in Shanghai for two years, during which she gained in-depth understanding of the operational models and customer needs of the Mainland China beauty market. This cross-border practical experience not only broadened her industry perspective but also gave her a more comprehensive understanding of the beauty industry ecosystem across the region. After returning to Hong Kong in 2012, she was transferred to the company's newly established medical aesthetics division, where she was responsible for operations and sales management, medical aesthetics treatment development, therapist technical training, and brand service quality monitoring. She successfully integrated traditional beauty with medical aesthetics technology, becoming a key driver of the brand's medical aesthetics business.

In May 2026, Heidi founded Serene Grove Beauty Training & Education Hub, a professional training and resource sharing platform designed for beauty industry practitioners. The brand's core philosophy is "Passing on Experience, Cultivating Talent, Sharing Resources." Through systematic training programmes, practical experience sharing, and industry resource integration, it aims to nurture a new generation of beauty professionals with strong technical skills and genuine service dedication for Hong Kong's beauty industry.

Serene Grove's courses cover multiple professional areas, including facial treatment techniques, medical aesthetics equipment operation, laser and IPL therapy, store operations management, customer service skills, and beauty instructor training. Heidi particularly emphasises "equal emphasis on theory and practice." All courses are integrated with the practical experience she has accumulated over more than 20 years at international beauty brands, ensuring that students can apply what they learn and quickly integrate into the industry.

Heidi firmly believes that the future of the beauty industry lies in talent cultivation and the transfer of skills. She points out that Hong Kong's beauty industry is facing the dual challenges of a skills gap and talent drain, with many experienced practitioners' valuable knowledge not being effectively passed on to the new generation. This is precisely why she founded Serene Grove — to create a platform for "knowledge sharing and mutual growth," where senior practitioners can pass on their skills and wisdom while newcomers can grow rapidly under professional guidance.

In her training philosophy, technical skills and mindset are equally important. She believes that an outstanding beautician must not only master proficient techniques but also possess strong communication skills, empathy, and service dedication. Therefore, she places special emphasis on the holistic development of her students, incorporating NLP communication techniques alongside technical training to help students build confidence and enhance their interaction quality with clients.

Looking ahead, Heidi plans to gradually expand Serene Grove's curriculum, introduce more internationally accredited courses, and establish partnerships with local and overseas beauty institutions to provide students with broader development opportunities. Through sustained efforts, she hopes to inject new talent into Hong Kong's beauty industry, promote the professionalisation and standardisation of the sector, and elevate beauty to a respected and sustainable profession.