“Although it’s really fun to pamper yourself and be intentionally mindful, realistically, this didn’t work with my schedule,” she says. “I wanted products that I could use at a moment’s notice, and because I didn’t want to carry full-size products throughout my day, it needed to be compact.”

Wong teamed up with Melissa Chu, former co-president of SiO Beauty, and packaging expert Anna Maib, whose father owns plastic injection molding company Lombardi Design and Manufacturing to create the elevated, travel-ready essentials she saw missing from the market. Together, after about three years in development, they’ve launched the brand Practical Alchemy with three products: $48 Purify + Protect Duo, $20 Vanishing Pimple Patches and $32 The Just In Case.

Purify + Protect Duo includes 15 single-use sachets with a micellar-infused, plant-based purifying cloth and broad-spectrum, water-resistant SPF 30 sunscreen to protect and cleanse. The sunscreen features aloe, jojoba, green tea, glycerin and shea butter. Made out of hemp sourced from a regenerative farm in Germany, Practical Alchemy describes the cloth as compostable.

“You can slip it in your backpack, pocket, diaper bag, office drawer, wherever you use it,” says Wong, who’s married to Christopher Johnson, co-owner of the New York Jets. “Our team is small and nimble. Because we don’t have a board or private equity firm breathing down our backs for profits or specific sales, we can really take the time to focus on product development.”

Vanishing Pimple Patches come in a pack with 57 patches in three sizes. Each is .25 millimeters thin and has a beveled edge for easy removal. Users can wear them up to eight hours, but they’ll know when they’re ready to be taken off when they turn white, indicating gunk has risen from a blemish.

The Just In Case is a sleek mirror-lined case to hold the Vanishing Pimple Patches. It fits six sheets of patches. Made with post-consumer recycled content, the case is 4.6 inches long and 2.4 inches wide.

“Depending on the blemish, we found that when you replace pimple patches, you need a mirror to reapply,” says Wong. “All the patches out there come in Ziploc-like packs that aren’t convenient or useful, never really there when you need them.”

Wong invested a low six-figure amount to get self-funded Practical Alchemy off the ground. “I was intentional about keeping it independent in the early stages so that our team could shape every detail—from formulation to brand voice—without compromise,” she says. “Like many early-stage brands, we faced challenges around minimum order quantities, formulation timelines and quality control. I also held the bar high, from product efficacy to sustainable materials, which naturally meant a longer, more iterative development process.”

Product-wise, the sunscreen in the Purify + Protect Duo was the biggest challenge. Practical Alchemy spent months working to minimize leftover residue and smell, boost absorption and nail the packaging. There’s perforation that allows the user to tear off the sachet to use the sunscreen alone, and it contains enough formula to apply to the face, neck and hands without waste.

Maib says, “We wanted to create the Duo so you don’t have to open one and throw the entire package away if you don’t end up using both items.” Wong adds, “There is a fine line of not wanting to be precious with your product [sparingly using to ensure full application to desired areas] and feeling comfortable with coverage. I didn’t want people to fold it over and paperclip it to save and stow away or any of the other TikTok hacks. Although creative, these methods discourage use.”

Initially, Practical Alchemy reports it has modest sales projections to allow for organic growth and learning. In the fall, the brand will release the sunscreen and micellar cloths in full sizes.

“The broader vision is to build a thoughtful, enduring brand that supports people in their everyday rituals, grounded in both beauty and practicality,” says Wong. “We’re starting with skincare essentials, but I’d love to see the brand expand into other lifestyle or personal care categories.”

Currently, Practical Alchemy is only available in direct-to-consumer distribution. Retail is on its roadmap, and target stockists include Erewhon, Goop and CAP Beauty. Plans call for expansion to Amazon and TikTok Shop, too.