From content creators to business owners, we’ve been seeing more celebrity- and influencer-owned brands over the recent years. When it comes to choosing what we eat, wear and use these days, we’re spoilt for choice. But what we love is how many of these brands have been created from personal experience.
Carmen Ow, co-founder or Wy:Now (pronounced “why now”) says she noticed that with the increase in hand washing and sanitising due to the pandemic, formulas that cared for our sensitised hands were lacking or were too drying. The result is a range of products that are not only aesthetically pleasing, but also gentle and moisturising.
Similarly, founder of Zyu skincare, Zoen Tay, states that Zyu (derived from the Chinese word for pearl) was created to dill the gaps in the market. The products target a variety of skin issues and come in lightweight formulas that work for our climate. Romi Beauty, on the other hand, created multitasking products like Dream Skin Tint to help women save time. “as women who wear many hats ourselves, we understand the need for beauty routines to be easy and pared-down, yet comforting and effective,” says co-founder Lin Ting.
Here, seven buzz-worthy celeb- and influencer-owned beauty brands you should try.
Who’s behind it: Entrepreneur and founder of Papilla Haircare, Illumia Medical and Illumia Therapeutics, Kim Lim
What it is: A range of hard-working daily skincare essentials formulated and developed in Korea, and backed by Illumia’s team of skin experts and doctors
Infused with salmon DNA, together with hyaluronic acid and hydrolysed collagen, it promises to firm and brighten skin. We’re pleasantly surprised at how well the sheet mask fits on our face. The amount of essence is just right – hydrating but not drippy. The next morning, we wake to an infinitely brighter and softer complexion.
Who’s behind it: Entrepreneurs Yoyo Cao (pictured), Arissa Cheo and Lin Ting
What it is: Versatile products that use high-quality active ingredients. More importantly, the products are nasties-free – without parabens, phthalates, sulphates, synthetic fragrances and gluten, and are also sustainably produced and packaged.
Our pick: It contains skin-loving ingredients like niacinamide and hyaluronic acid, as well as prebiotics and probiotics to care for skin, while making the complexion look even and smooth. This ticks all the boxes because it’s lightweight, fuss-free, comes with high sun protection properties (SPF50/PA+++) and gives skin an oh-so-natural finish.
Who’s behind it: Zoen Tay and fiance Joshua Tan of Ah Boys To Men fame
What it is: A gender-neutral skincare line with products that target a range of Asian skin concerns, from blemishes to pigmentation, to achieve a healthy, glowy complexion. The products are known for their comfortable textures that work well in our hot and humid climate.
A skin-renewing mask that’s packed with AHA, BHA and papaya enzymes to slough off dead skin cells and clear clogged pores for a smooth, supple and radiant complexion. After washing off the fragrance-free mask, our complexion instantly looks brighter, while makeup goes on like a dream and lasts longer too.
Who’s behind it: Bag Snob’s Tina Chen Craig
What it is: A multi-functional skincare line that will streamline your daily routine. The secret lies in its unique Siren Capsule technology that attracts damage-causing free radicals while preserving healthy cells, keeping skin healthy and looking youthful.
Contains antioxidants, vitamins C and E, and retinol to reduce the appearance of enlarged pores, dark spots, fine lines and wrinkles. We love how it simplifies our skincare routines. Instead of fussing with a variety of serums to address different needs, this multitasking product takes care of all our skin issues.
Who’s behind it: Rachel Wee, daughter of Jean Yip
What it is: Handmade in Australia, this vegan and cruelty- and nasties-free skincare line uses 100 per cent natural ingredients to deliver effective, safe and gentle formulas to restore skin’s healthy look.
Infused with white willow bark and fruit enzymes (pineapple and papaya), this gel cleanser gently exfoliates while removing dirt and sebum, leaving skin soft and clean. It effectively cleanses yet doesn’t leave our skin feeling dry, tight or irritated.
Who’s behind it: Social media influencer and makeup artist Sahur Saleim
What it is: A makeup range inspired by the beauty of art, with bold and intense colours from eye shadow palettes to liquid lipsticks.
A 10-shade eyeshadow palette that’s vegan and cruelty-free, it has soft, finely milled powders that are easy to blend. The combination of neutral and vibrant shades makes experimenting with different looks a breeze.
Who’s behind it: Best friends Carmen Ow (director of Clydesbuilt Group) and Wynnie Tay
What it is: A made-in-Singapore brand that focuses on elevating your cleansing essentials: hand and body washes, and hand sanitisers. Each is made with gentle, plant-derived ingredients and high-quality essential oils.
Contains 70 per cent alcohol to zap away bacteria, yet still keeps skin soft and nourished with the help of glycerine and vitamin E. Our hands feel clean but never dry every time we use it. Plus, the bottle can be refilled with the larger 500ml bottle too.