Made In Singapore: 4 Beauty Entrepreneurs Reflect On Representing The Country With Their Brands

Ahead of National Day, we ask these Singaporean beauty and wellness brand owners to share their experiences of flying the flag high with their own brands

Singapore celebrates its 57th birthday next week and it is a particularly emotional time for most of us. After all, it’s been three years since we’ve celebrated the special occasion in person as a nation. Now that we’re striving ahead after the pandemic, businesses have picked up and are in full swing.

Things are looking particularly hopeful for the local beauty industry, especially with Singapore brands that launched and even grew amid the pandemic that ravaged the global economy.

Ahead of National Day, Tatler Singapore asks four homegrown beauty and wellness entrepreneurs to share their proudest achievements so far and their hopes for the future.

On representing Singapore in a competitive market such as beauty and wellness...

Above Xenia Wong, founder of Sigi Skin

“We focus on what we do best, to make innovative formulas sustainable and accessible to everyone. In a competitive and fast-moving environment where brands have multiple launches in a year, we want to focus [instead] on the necessary items in a skincare routine. We have taken the slow and steady approach and it seems to be paying off—we have been featured in international media. Meghan Markle’s make-up artist Daniel Martin has mentioned us multiple times, [as well as] Korea’s top influencer Pony, and recently [the makeup artist] Tati on YouTube.”

— Xenia Wong, founder of Sigi Skin

“My mum and I started Porcelain to help as many people with skincare issues as possible. It’s done through integrity and excellence in our services and products. It’s been a long journey—13 years—and we have clients from around the world who support us. And that’s an acknowledgement that keeps us going. We have a lot to be grateful for and it feels surreal to be a part of someone’s daily life.”

— Pauline Ng, co-founder of Porcelain

Above Jason Lee, founder of Scent by Six

“The greater the competition, the greater the sense of honour any Singaporean can have, to represent your motherland. Let's also not forget the greater sense of accountability, to do Singapore and Singaporeans, proud.

It’s a privilege and responsibility to represent Singapore. I am really proud to be part of something that is so much bigger than myself and to be recognised by Singapore as a Made With Passion brand.”

— Jason Lee, founder of Scent by Six

“At Kew Organics, we produce high-quality products to effectively address skin problems and deliver a satisfying experience because we believe quality is everything. The competitive landscape in Singapore is good as it gives customers options.

This also provides an opportunity for Kew Organics to stand out and differentiate ourselves from international brands, as we are able to offer a more personalised customer experience and better understand the needs of our users.”

— Lily Kew, founder of Kew Organics

On their hopes and dreams for the future as a local entrepreneur...

Above Pauline Ng, co-founder of Porcelain

“I hope to continue to create a platform for passionate employees to grow with us and to help the brand grow to be more internationally recognised, bringing the products on the shelves of more people and impacting their lives through better, healthier skin.”

— Pauline Ng, co-founder of Porcelain

“We hope through [our brand], we can show that Asian-owned brands have proven to be leaders in innovation.”

— Xenia Wong, founder of Sigi Skin

“Through the co-creation of scents and fragrances, [we hope to] do more with the less fortunate and marginalised, here in Singapore and around the world. As we do well, we are telling the world: 'Hey, these people can make it.'”

— Jason Lee, founder of Scent by Six

Above Lily Kew, founder of Kew Organics

“I hope to put Singapore on the map by bringing Kew Organics internationally and spreading organic goodness to the world. We want our users to feel good about making smart investments in powerhouse products that make a difference to their skin texture and complexion; and feel confident that they are making a positive impact on their well-being in the long run.”

— Lily Kew, founder of Kew Organics

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Topics

national day singapore beauty brands homegrown brands homegrown beauty brands beauty brands local businesses

Tatler Asia

Made In Singapore: 4 Beauty Entrepreneurs Reflect On Representing The Country With Their Brands

On representing Singapore in a competitive market such as beauty and wellness...

On their hopes and dreams for the future as a local entrepreneur...