Cover Dressed in the Onitsuka and Onitsuka Tiger, sartorial savant Savina Chow shares her moments of success and the evolution of her style with Tatler
Dressed in the Onitsuka and Onitsuka Tiger, sartorial savant Savina Chow shares her moments of success and the evolution of her style with Tatler
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Beauty entrepreneur Savina Chow shares how she is redefining wellness with collagen deodorant brand Blunies, while evolving fashion as a tool for self‑expression
Once named one of Tatler Asia’s Most Stylish in 2021, Savina Chow has a way of turning her signature style into a force in business. The digital darling-turned-deodorant disruptor has emerged from a whirlwind entrepreneurial reinvention with a sharpened sense of self, style and, dare we say, a whiff of rebellion. “I’ve grown to be more sure and confident of myself,” the 31-year-old tells us. “And that shows in my personal style—and in the choices I make for my brand.”
That brand is Blunies, a cheeky, irreverent and unexpectedly chic entrant into the wellness world. Chow has taken deodorants—a product long tucked away in the beauty aisle—and made them cool, combining charm, science and savvy. “It was quite a bold move,” she says of the collagen deodorant brand. “There are only one or two successful Singapore retail brands in wellness, and I wanted to make deodorants fun again— something that had never really been done.”
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Above Savina Chow transformed from digital influencer to wellness entrepreneur with Blunies, a collagen deodorant brand that blends cheeky branding and scientific innovation. Her approach marries business acumen with bold style, challenging norms while remaining grounded in authenticity.
Savina Chow transformed from digital influencer to wellness entrepreneur with Blunies, a collagen deodorant brand that blends cheeky branding and scientific innovation. Her approach marries business acumen with bold style, challenging norms while remaining grounded in authenticity.
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If Beaubit, her beauty platform that was acquired two years ago, was a curated showcase of various brands, Blunies is a full-on laboratory. Chow is involved in everything—from the formulas to the scents, which she tests and refines herself. But do not expect the packaging to mirror her personal aesthetic. “I made it a point to detach my personal aesthetic from Blunies,” she shares. “It has to stand on its own—and be accessible and relevant to everyone.”
And yet, echoes remain. Chow’s signature mix of softness and structure still threads through everything she touches. “As an entrepreneur, I lead teams, secure partnerships, make tough decisions,” she says. “So I often dress the part—I’ll pull in masculine tailoring for confidence. But on off days with my husband? I lean into my feminine side.”
It is a balance she has long embraced, now with a hint of nostalgia. “I had to grow up fast—I was running businesses by 21. My style was polished, mature, very put together. Now? I’m finally embracing my youth. There’s a lightness in how I dress—and how I live.”
That lightness was hard-won. In 2024, after years of start-up hustle, Chow chose to hit pause, taking a sabbatical to, as she puts it, “rest and reset”. A bold move, and a kind of fashion statement in itself—one of stillness, clarity and renewal. “Now that I’m back, fully re-energised, my fashion reflects that. I feel lighter. More certain.”
Yet even now, she is no slave to trends. Her choices are grounded in deeply held values, shaped by both her parents and her in-laws. “I always remind myself where I started. That keeps me grounded, even when things move fast."
With Blunies stocked in 130 stores across Singapore and aiming for 300 by early 2026—not to mention a major launch this July—Chow’s second act is well underway. Global ambitions? Absolutely. But always with intention. “The first two years were our pre-launch [era], really—figuring out demand, building supply chains, finding the right retail partners. Now, we’re ready.”
Above After taking a sabbatical in 2024 to “rest and reset,” Chow returned with a renewed clarity that now informs both her fashion choices and business strategy
Above Chow's signature balance of masculine tailoring and feminine softness reflects the many dimensions of her identity as a stylish, self-possessed entrepreneur
After taking a sabbatical in 2024 to “rest and reset,” Chow returned with a renewed clarity that now informs both her fashion choices and business strategy
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Through it all, fashion remains her language of choice. “It’s always been my tool for storytelling,” she says. “And right now, I’m telling a story of lightness, of certainty, of power—but in the most effortless way.”
And what of being one of Tatler Asia’s Most Stylish honourees? “I hope I’ve shown that fashion isn’t intimidating—that it evolves with you,” she says. “If I’ve helped even one person find themselves through fashion, then I’ve done something right.”
The girl who once dressed for the drama now dresses for herself. And we love her all the more for it.
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Credits
Photography: Darren Gabriel Leow
Styling: Adriel Chiun
Hair: Winnie Wong at Flow Salon using Goldwell
Make-Up: Kenneth Chia using Givenchy Beauty
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