Who run the world? Girls! Just ask the real-life girl bosses behind some of Singapore’s most successful beauty brands. We speak to Marie Soh, Amira Geneid, Kendra Liew and Sar a Davina Soong – four millennial entrepreneurs who are changing the beauty game, all while staying strong, sassy and fearless.
Marie Soh, INGA by 27A
INGA by 27A produces a brilliant range of lip products that are exceptionally elegant and sleek, much like its founder Marie Soh. Launched in 2016, the inclusive lipstick brand aims to empower every woman to feel beautiful in her own skin – and it’s safe to say they’ve achieved just that.
What inspired you to start INGA by 27A?
Marie: As a professional makeup artist, I’ve always wanted to have something to my name while doing makeup at the same time. I wanted to explore having my own line and be able to look back and say “I did that!” and not regret not doing it.
What makes INGA by 27A stand out from other beauty brands?
Marie: I decided that INGA should suit Asian skin tones. There is no single skin colour in Singapore so we really have to be inclusive and cater to everyone in such a diversified country. There are so many people with darker skin tones who are really beautiful as well. Although there’s much more to be done, I think we’re off to a great start and we’re definitely moving in the right direction.
Any advice for aspiring #GirlBosses who want to make it in the beauty industry?
Marie: Don’t give up! Also, try to have your own signature style that sets you apart from others so that it gives your audience a reason to continue supporting you.
Amira Geneid, Zahara
When Amira and her sister Alia couldn’t find a Halal makeup brand that satisfies their needs as Muslim women, they decided to come up with the perfect high-quality, high-performance cosmetic line. We sat down with the incredible Amira Geneid for a chat on her successful Halal line, Zahara.
What inspired you to start Zahara?
Amira: Growing up, it was difficult to find products that suited my needs as a Muslim woman. That’s when my sister and I decided to start our own cosmetic line that combines the pillars of love, beauty and faith. We wanted to build our dream brand and that’s what we are working towards every single day.
What makes Zahara stand out from other beauty brands?
Amira: We aren’t just a cosmetic line; we are a community. We communicate with our customers daily and are also heavily involved with the movement for female empowerment. On our blog, we share the inspiring stories of many admirable women from all walks of life. I think it’s important that we show different types of faces because let’s be honest – we don’t all fit the “perfect” blue-eyed and blonde hair mould. Zahara is an all-inclusive brand, created to cater to a huge gap in the market which is the female Muslim community.
Any advice for aspiring #GirlBosses who want to make it in the beauty industry?
Amira: Make sure that whatever you decide to do with your career, you’re doing something you genuinely care about. Things will get hard and it will be difficult to keep going, so you’ve got to really love your work to stay committed.
Kendra Liew, Katfood
As the brainchild behind Singapore’s Most Awarded Independent Beauty Brand, there’s no doubt that Katfood founder Kendra Liew is a kickass entrepreneur. Her Kat treats are lovingly handcrafted without any chemical preservatives, great for those who are looking for organic beauty solutions.
What inspired you to start Katfood?
Kendra: I was inspired to start Katfood after seeing a lack of affordable all-natural skin and haircare basics in Singapore. Most of the natural options available when I first started were luxury, lifestyle items that you can’t substitute for daily essentials.
What makes Katfood stand out from other beauty brands?
Kendra: We use only food grade ingredients in our products because we believe that what you use on your skin should be safe enough for you to put in your mouth. Even the all-natural preservatives we use in some of our products are derived from kimchi!
Any advice for aspiring #GirlBosses who want to make it in the beauty industry?
Kendra: Don’t be intimidated by challenges that come in your way. Nobody said entrepreneurship was easy – so just focus, work hard and #MakeItWork.
Sara Davina Soong, Restoration Essence
Growing up, Sara Davina Soong has always believed in natural remedies. Now, she shares her passion for organic beauty by handcrafting wholesome products. Ahead, the founder of Restoration Essence shares more about her skincare venture.
What inspired you to start Restoration Essence?
Sara: My family has been my beauty inspiration ever since I was young, but more so now that I can look back at what I’ve learnt from them over the years. My mum and grandma have always been applying food or herb-based masks on their faces and bodies, and using traditional recipes to heal themselves from ailments.
What makes Restoration Essence stand out from other beauty brands?
Sara: Being a Singapore brand, our niche comes from incorporating seemingly underrated yet common local plants and herbs such as Pandan into our products by harnessing their detox properties.
Any advice for aspiring #GirlBosses who want to make it in the beauty industry?
Sara: Have faith! Don’t be afraid of competition and the opinions of others. In fact, competition sharpens your skills and outlook. Everyone has their opinions due to different experiences in life, but only you know your business best.
This article was adapted from Teenage Vol.30 Issue 2.
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