2020-01-01_Her_World_Singapore

hoseofyouwhostillthinkoflocal

handmadebeautyproductsasthestuff

ofcraftmarketsandhomekitchenstoves

haven’tbeenpayingattention.

Overthepastseveralyears,artisanalbrands

havegonefromcottageindustrytothriving

segmentofthebeautybusiness–afeatthat’s

allthemoreimpressivewhenyouconsiderhow

crowdedthemarketisalready.

Muchofitcanbechalkeduptotheriseof

clean beauty and sustainable living. Consumers

are more health- and eco-conscious now, seeking

out products that refl ect their own values. And

clean, green products are perfectly placed to

cater to this need.

Hildra Gwee, who launched plant-based Oasis

Skin in 2018, says the majority of her customers

are females from 18 to 35 years old, who are

curious about green and zero-waste beauty.

“I believe that this generation is well-

connected to global trends. They’re increasingly

informed about how to read cosmetic labels to

avoid chemicals. There is also a growing number

who are looking at package-free and organic

products as they are committed to having a

positive impact on the environment,” says the

former bank relationship manager, who quit her

job at the end of last year to focus on her label.

Rough Beauty, a botanical bath and body care

outfi t launched in 2014, draws a similar crowd.

According to founder Chew Jia Tian, a former

nurse at Khoo Teck Puat Hospital, her customers

range from people with skin sensitivities to those

who are informed about sustainability. And now,

corporate types and companies too.

“In the beginning, our customers were people

who visited craft markets and were curious about

our locally made soaps. Now, we work with more

businesses, making customised products for

them,” she says.

It certainly helps to have a growing consumer

base that’s savvy about ingredients. Winona

Tan, an ex-IT company executive who started

ethical skincare brand Want in 2016, says her

ingredients are foods that are good for the body

and skin as they are packed with essential fatty

acids, antioxidants and vitamins. 

She says: “Small-batch, handmade products

are preferred as consumers are learning more

about chemicals and preservatives used in

skincare. There is going to be a much higher

demand for chemical-free options.” Not only

are Want’s products free of chemicals, synthetic

ingredientsandevenwater(toreducethecarbon

footprint),itsingredientsarefairtradeand

sustainablysourced.Thebrandalsocontributes

fundstowomen’scooperativesinBaliandBenin.

“Givingbackhasbeeninstilledinmesince

young,soitallcameaboutverynaturally.I’m

fascinatedbyhowthingsaremadeandwherethey

comefrom,soIwatchalotoftradedocumentaries

tolearnmoreabouttheproductionjourney.And

Ifoundoutthatmostfarmersarebeingexploited

bybigorganisations,”saysTan.

KendraLiew,aformerlawyerandfounderof

organicbrandKatfood,feelsthatwhat’sonour

skinshouldbesafeenoughtoputinourmouths,

sinceskinabsorbsupto 60 percentofwhatis

applied.Thatpromptedhertostartherlabelin

2014,whichlaysclaimtobeingSingapore’sfirst

boutiquefood-basedskinandhaircarerange.

“Thebeautyofnaturalskincareisthat

itmakesuseofingredientsthateveryoneis

familiarwithandevenuseinourkitchens,giving

usasafespacetoexperimentwith,”shesays.

IT’SPERSONAL

Afloodedbeautymarketmayseemlikeatough

placeforhome-grown,small-batchlabelsto

survive,butitalsoworksintheirfavour.Withall

theexposuretocult/indiebrandsfromaround

theglobe,consumersarenowmoreopento

givinglocalnichebrandsashot.Andfacedwith

aglutofoptions,somearegravitatingtowards

no-fuss,all-naturalproductsthataddresstheir

needs,andaremadebywomentheycanrelateto.

Oasis,forinstance,stemmedfromGwee’s

desiretofindacureforheracneproblems,which

shehadbeenstrugglingwithsinceherteens.

WantcameaboutwhenTan–alifelongskincare

junkie–foundthatshewasspendingtoomuch

moneyonproductswithchemicalsherskin

didn’tneed.

ForformergraphicdesignerTeresaFoo,her

veganskincareandbodycarebrandBalmKitchen

wasbornofsheernecessity.Backthen,shewas

lookingforanaturalproductthatcouldsoothe

herthree-year-oldson’satopicdermatitis.“I

wantedtoavoidsyntheticmedicalcreamslike

steroids,astheythinnedhisskinanddidn’t

addresstheproblem,”sheexplains.

Thefirstproductshewhippedupwasa

naturalbodybalmmadewithafewsimple

ingredients–sweetalmondoil,coconutoil,cocoa

butter,vitaminEandcandelillawax.Whenthat

workedintreatingherson’seczema,shedecided

tolearnmoreaboutthesciencebehindthem.

HW FEATURETOBUY/TODO

T

“I believe that this generation is

well-connected to global trends.

A growing number are committed

to having a positive impact on the

environment.”

− Hildra Gwee of Oasis Skin

“Initially, our customers were

people who visited craft markets

and were curious about oursoaps.

Now, we work with more businesses,

making customised products.”

− Chew Jia Tian of Rough Beauty

1 Katman Manly

Beard Oil,

$32.90

2 Katfood All

About That Face

Foaming Facial

Wash, $32.90

3 Katfood

Matcha Made

In Heaven

Brightening

Mask, $32.90

4 Katfood Hands

Down The Best

Salve, $16.90

5 Katfood

Aventurine Lip

Tonic, $29.90

6 Oasis Skin

Mask Brush

(part of Mask

Essential Kit),

$65

7 & 8 Oasis

Skin Organic

Turmeric and

Organic Ash

Solid Shampoos,

from $10 each

9 Want Acai

Moringa Coco

Cleanser, $49

10 Want Ginger

Clay Scrub

Mask, $49

11 Want The

Face Oil, $69

12 Want The

Body Oil, $39

13 Want Beet

This Honey

Cleanser, $30

14 Oasis Skin

Brighten Anti-

ageing Clay

Mask, $31

PHOTO OF HILDRA GWEE

JANICE TAN

86 HERWORLD JAN 2020