Cover Gwendolyn Toh (left) and Cleo Kim (right)
Gwendolyn Toh (left) and Cleo Kim (right)
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Homegrown brands Dr Lash and Glit AF were started by two best friends, Gwendolyn Toh and Cleo Kim, who used their social media clout and passion for beauty to scale their businesses
It’s a rainy Tuesday morning when Gwendolyn Toh and Cleo Kim arrive at Tatler House for this shoot and interview. Despite the early hour, the stylishly dressed young women are all smiles, and chat animatedly as they sit for hair and makeup.
It’s easy to see why the duo are successful influencers: their energy is infectious, and soon the whole crew is drawn into their bubble as conversation flows easily.
However, Toh and Kim are more than just your average pair of best friends—both women have built successful businesses from their personal passions and social media clout. Toh is the co-founder of lash and brow salon Dr Lash, while Kim is the founder of glitter hair extension service Glit AF.
Like all good businesses, Toh conceived Dr Lash to fill a gap in the market: she simply couldn’t find eyelash extensions that worked for her. To find a solution, Toh studied the techniques behind lash extensions before taking a leap of faith, co-founding Dr Lash with husband Marcus Goh and friend Michelle Chen in 2017.
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“It took a lot of courage to step out of my comfort zone, let alone start a business,” said Toh. And that courage has paid off: only four years since its establishment, Dr Lash has already earned itself a reputation for high-quality services, and now includes three outlets islandwide.
Kim’s journey as an entrepreneur began in parallel to Toh’s. At the time, Kim had just returned from the London party scene sporting eye-catching glitter strands in her hair. Serendipitously, it was an exchange between the two during Dr Lash’s opening that led to Glit AF’s inception.
“[My glitter hair extensions] became a conversation starter at the event,” recalls Kim. “So Gwen asked if I would like to offer Glit hair extensions to her clients.”
However, as with all entrepreneurial journeys, it wasn’t without its challenges. As she dedicated herself to building the Dr Lash brand, Toh had to contend with a steep learning curve. Nevertheless, she was able to leverage her experience as an influencer, drawing parallels between building personal and business brands.
Cult Personality
In the early days, Toh’s unique position as a social media personality helped draw attention to her business; her influencer friends spread the word, while her followers showed support by booking appointments.
“[Building personal and business brands] both require a lot of effort and thought—it’s not just a matter of posting a few photos on social media,” says Toh. Instead, she says that adaptability has been crucial in ensuring her success in an ever-changing market.
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When it comes to their social media profile, both Toh and Kim have decidedly different approaches.
Toh, who recently became a mother, prefers to keep her personal life and Dr Lash separate, while Kim’s personal brand and Glit AF are very much intertwined.
“People like to identify with someone else,” Kim says. “It gives a brand a personality and a human touch.”
Building relationships
To some, mixing business and friendship may seem like a recipe for conflict, but Toh and Kim defy that notion: Glit AF is now a permanent fixture at Dr Lash Orchard. In fact, both women agree that their relationship has only grown stronger as they spend more time together, both as friends and as business partners.
“Cleo provides a second perspective and helps me make wiser decisions,” says Toh. “As best friends, we constantly motivate each other, and make sure we’re there for each other.
As if a testament to the closeness of their friendship, Kim had a nearly identical answer despite being interviewed separately. “Gwen motivates me! Whenever I hit a roadblock, she always gives me encouragement—I’m always grateful to have her as my best friend and business buddy.”
