Singapore’s beauty bosses: 3 female entrepreneurs on navigating the challenges of leading their own businesses

What's the biggest risk you've taken in your business, and what did you learn from it?

Wong: One of the biggest risks I’ve taken in my business is investing heavily in standalone pop-ups. As an online-only brand, pop-ups are a crucial touchpoint for us to connect with customers in an offline setting, but they come with significant challenges—high rental costs, logistics, and the need to create a truly immersive experience that aligns with Sigi Skin’s brand ethos.

Unlike traditional retail spaces, each of our pop-ups is thematic and experiential, meaning we don’t just set up shelves with products—we design, fabricate, and execute everything from scratch to create a unique, memorable experience for our customers. This approach is resource-intensive and high-risk, especially since we have to consider factors like foot traffic, location suitability, and return on investment.

However, what I’ve learned is that when done right, pop-ups aren’t just about immediate sales—they’re about brand building. They allow customers to see, touch, and experience our products in a way that’s impossible online. We’ve seen firsthand how these interactions boost brand trust, increase repeat customers, and drive online sales long after the pop-up ends.

Liew: One of the biggest risks I’ve taken was just last year, expanding Caring Skin beyond a medispa to launch CS Medical Aesthetics Clinic—our own aesthetics clinic. It was a bold step, especially in an industry where facial and aesthetics often exist as separate entities. I knew we had built strong trust with our customers through Caring Skin’s holistic, non-invasive approach, but the challenge was introducing medical aesthetics in a way that stayed true to our philosophy.

The risk was twofold: Would our existing customers embrace this evolution? And could we stand out in the highly competitive aesthetics industry? Our loyal clients trusted us for our gentle, holistic approach, and I worried that introducing aesthetics treatments—often associated with harsher procedures—might alienate them. Many clinics focus purely on procedures, but I wanted CS Medical to be different—to combine the science of medical aesthetics with the care and personalisation that made Caring Skin special.

I learned that growth requires alignment, not just expansion. It wasn’t about chasing trends, but about ensuring that every treatment we offered—whether in Caring Skin or CS Medical—aligned with our core belief: helping people achieve healthy, radiant skin in the safest, most ethical way possible.

Ng: Taking big risks is part of the game, but the ones that teach you the most are often the ones that don’t go as planned. Expanding into China in 2021 was a huge risk. We believed in the opportunity, invested heavily in it, and then saw it unravel due to factors beyond our control. It was humbling. The biggest lesson? Timing is everything. You can have the best strategy, but if the external environment isn’t in your favor, it’s an uphill battle.

I also took a risk in restructuring the team and operations multiple times between 2022 and 2024. With rising costs and labor shortages affecting all retail businesses, we had to let go of old ways of working, rethink roles, and even become comfortable with being uncomfortable. We moved from a larger, layered team to a leaner, high-performance one, which was difficult but necessary.

What I’ve learned is that risk-taking in business isn’t just about bold expansions or big financial bets—it’s also about knowing when to pivot, when to let go, and when to double down. The hardest part is making peace with the fact that some risks won’t pay off immediately, but they will shape you into a stronger, smarter entrepreneur.

What are you most proud of accomplishing so far in your entrepreneurial journey?

Wong: One of the things I’m most proud of in my entrepreneurial journey is building a strong, dedicated team that truly believes in Sigi Skin’s vision. As a founder, having people who not only support you but also bring your ideas to life is invaluable. Every milestone we’ve achieved—whether it’s launching innovative products, expanding our brand presence, or creating immersive pop-ups—has been a team effort. Our standalone pop-ups are a great example of this. Each one is crafted from scratch, with every detail carefully thought out to provide an unforgettable experience for our customers. It’s not just about showcasing products; it’s about bringing the brand to life in a tangible, experiential way. The fact that we’ve been able to pull off such ambitious projects time and again speaks volumes about the dedication, creativity, and resilience of our team.

Beyond that, I’m proud of how far Sigi Skin has come—from an online-only brand to one that has made areal impact in the beauty space. Seeing customers trust our products, incorporate them into their routines, and experience real skin improvements is the most fulfilling part of this journey. It reinforces why we started in the first place—to create effective, fuss-free skincare that makes a difference.None of this would be possible without a team that shares the same passion and drive. Building Sigi Skin has never been a solo journey, and I’m grateful every day for the people who help turn our vision into reality.

Liew: What I’m most proud of isn’t just growing Caring Skin into a trusted medispa—it’s the real impact we’ve made on people’s lives. Seeing our customers regain their confidence, especially those who have struggled with acne and sensitive skin for years, is the most fulfilling part of this journey.

Many customers come to us after trying countless products and treatments that didn’t work for them. By guiding them through personalised consultations, lifestyle adjustments, and science-backed solutions, we empower them to truly understand and care for their skin long-term. I’m also incredibly proud of the culture we’ve built at Caring Skin. From the beginning, I wanted to create a customer-first business that values empathy over hard-selling—a rarity in the beauty industry. Today, we have a team that truly cares, and a growing community that trusts us because they know we put their skin health first.

Ng: I used to think success was measured in awards and revenue milestones, but after everything we’ve been through, I realise my proudest accomplishment is the resilience of our brand and our people. We’ve faced setbacks that could have broken us—the China expansion, losing key talent, financial strains, and adapting to a drastically changed consumer landscape. But instead of folding, we rebuilt, adapted, and emerged stronger. We became a leaner, more focused company that delivers excellence without compromise. I’m proud that we stayed true to our values even when it was hard. We never resorted to hard-selling tactics, we never compromised on the quality of our services, and we never lost sight of why we started—to empower people with confidence in their own skin. Seeing our team step up, push through challenges, and keep delivering amazing work makes me prouder than any award ever could.

Who are the women who inspire you, both personally and professionally?

Wong: I wouldn’t say there’s just one particular woman who inspires me—it’s every woman I’ve interacted with indifferent ways. Whether personally or professionally, I’ve been inspired by the resilience, creativity, and strength of so many women around me.

From fellow entrepreneurs who navigate the challenges of running a business to mothers who juggle multiple roles with grace, every woman I meet teaches me something valuable. Seeing women push boundaries, build their own paths, and lift each other up reminds me why I started Sigi Skin—to create something meaningful that empowers others.

Even in my own team, I see this inspiration daily. The dedication and passion they bring to bringing Sigi Skin’s vision to life motivates me to keep pushing forward. Our customers, too, inspire me—hearing their stories, their skincare journeys, and how our products have made a difference in their lives reinforces why we do what we do. So rather than naming just one figure, I’d say I draw inspiration from every woman I’ve had the privilege of crossing paths with—each one contributing to my journey in their own unique way.

Liew: Definitely the most important woman in my life—my mother. She taught me resilience, compassion, and the importance of leading with heart. Watching her navigate challenges with unwavering strength shaped the way I approach both life and business—always with purpose, perseverance, and care.

I’m also deeply inspired by the women in our Caring Skin community—our customers and my team. Seeing our customers’ resilience in their skincare journeys constantly motivates me as many of them come to us feeling defeated after trying numerous methods, and watching them transform not just their skin but their confidence is incredibly rewarding. They teach me the true meaning of perseverance and the power of self-care.As for the women on my team, they are a group of compassionate, driven individuals who share the same vision and passion for making a difference in people’s lives. These women go above and beyond, not just to deliver exceptional skincare services, but to create a welcoming environment where customers feel heard, supported, and empowered.

Their professionalism, empathy, and dedication to our values are a constant source of strength and drive for me.The synergy between our team and customers creates a powerful cycle of support and inspiration. I truly believe that the success of Caring Skin is a reflection of the community of women who trust us and contribute to our mission every day. It’s this collective spirit that inspires me to keep striving for growth and innovation in everything we do. To me, inspiration comes from women who lead with both strength and empathy—and I hope to embody that same balance in everything I do.

Ng: My inspirations have evolved over time. My maternal grandmother has always been a guiding force—she built a business from nothing, had no formal education, and yet managed to support her family through sheer grit and resourcefulness. She taught me that no challenge is too big if you have resilience and a hunger to learn.

I’m also deeply inspired by Claire Chiang of Banyan Tree. She’s one of the kindest, most intelligent, and resilient women I’ve met. What I admire most is how, in her silver years, she is giving back—sharing her accumulated wisdom with the younger generation and using her platform to leave a lasting impact. A friend once told me that when we’re young, our job is to hone our strengths, and when we’re older, our job is to use those strengths to give back to society. That philosophy resonates with me deeply. Claire embodies that, and it’s something I aspire to do in my own way.

At the end of the day, I’m also inspired by the women I work with every day—my team, our clients, and fellow female entrepreneurs who continue to push boundaries, adapt, and thrive despite the odds. The collective strength of these women keeps me motivated to do better, not just for myself, but for the next generation of leaders in beauty and beyond.

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