From left: Roy Ong, Natalie Lim & Katrine Zhang, founders of Hype Beauty
Photo Zaphs Zhang Hair Alvin Foh/Mosche Hair Salon, using KMS Makeup Lolent Lee, using Nars
“Finding cruelty-free beauty products is more than just looking for bunny symbols on the packaging,” says Katrine Zhang, 28, co-founder of Hype Beauty, and a freelance makeup artist. “There are brands that are registered with organisations such as Leaping Bunny, Choose Cruelty-free, and Peta, yet don’t show the cruelty-free symbol as they have to pay a fee to display the logo on their products.”
Aside from making sure the brands they carry are cruelty-free, “we test every product to make sure it is good and effective before we import it for retail”, says Natalie Lim, 27, the land investor service executive who also handles product sourcing.
The two friends decided to start Hype Beauty in April 2017 in a bid to make animal-friendly cosmetics and skincare more accessible.
Even Roy Ong, 26, a friend and senior banker who was roped in to take charge of the company’s finances, is not spared “Kat’s and Nat’s rigorous product testing protocols”.
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Lim also does the marketing. “I research beauty trends and what people are looking for when they buy products, to help us better market ourselves.”
Hypebeauty.net carries products from eight cult-favourite brands: The Ordinary, Milk Makeup, Obsessive Compulsive Cosmetics, Girlactik, RCMA, Beauty Bakerie, Colourpop and Anastasia Beverly Hills.
Not stocking the full ranges hasn’t affected business: four big shipments have come and gone since they started operations six months ago.
Six must-haves from Hype Beauty
1. Girlactik Star Gloss ($29) is a lip gloss with sheer to shimmery shades to give lips that extra sparkle.
ALSO READ: 4 NEW LIP FINISHES TO UPDATE YOUR LOOK
2. Milk Makeup Blur Stick ($65) is a silicone-,oil- and tint-free mattifying makeup primer for all skin tones.
3. Obsessive Compulsive Cosmetics Lip Tar ($26) is an intensely pigmented liquid lipstick with moisturising hemp oil and vitamin E. It’s 100 per cent vegan, and free of glutens, silicone and synthetic preservatives.
4. The Ordinary AHA 30% + BHA 2% Peeling Solution ($15) is a DIY acid peel for acne-prone skin.
5. RCMA No-colour Powder ($24) is a translucent loose setting powder that doesn’t alter the colour of your foundation. RCMA stands for the Research Council of Makeup Artists, and was founded in 1963 by the late makeup artist Vincent JR Kehoe who did makeup for actors in the film industry, and had wanted to develop professional makeup for the film, television and stage industry.
5. Beauty Bakerie Lip Whip ($30) is a waterproof liquid lipstick that has garnered a huge following online. Users rave about how budge-proof the colours are.
This story was originally published in the October 2017 issue of Her World magazine.