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

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

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

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

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.

More related stories: 3 Successful Alumni Share Their Inspirational Stories After GraduationMeet The Dude Who’ll Give You The Manicure Of Your DreamsHow These 21-Year-Old SMU Students Built A Successful Business

Itching to go on a shopping spree? From now till 22 May, you can get your hands on all your favourite beauty products at mega-slashed prices that go up to 80% off at the Shopee Beauty Bonanza – we’re talking about more than 2,500 deals from over 150 brands from cult favourites like L’Oreal Paris, NARS and Maybelline, to K-beauty must-haves like Etude House, Laneige and 3CE. 

Besides the daily flash deals to look out for, there are also limited edition brand boxes filled with full-sized products from just $28 up for grabs. To keep you on top of your sale-savvy game, we’ve rounded up a list of goodies that you need to snatch up, stat.

 #1 L’Oreal Paris Infallible Pro Matte Foundation, $30

L'Oreal Paris Infallible Pro Matte Foundation

One of the bestsellers in the list, the L’Oreal Paris Infallible Pro Matte Foundation (3 for 30% bundle deal) boasts an incredibly long-wearing matte finish that lasts up to 24 hours. While most foundation formulas have the tendency to look caked-on, this baby has a lightweight texture that goes on smooth and feels super breathable on the skin.

#2 LANEIGE Layering Cover Cushion, $24.90

LANEIGE Layering Cover Cushion

A concealer and cushion in one sleek product, the LANEIGE Layering Cover Cushion (11% off) provides medium to full coverage that you can easily build up with the layering puff – which allows you to achieve a matte finish with the velvet puff, or a naturally radiant glow with the air puff.

#3 ETUDE HOUSE x Red Velvet Matte Chic Lip Lacquer, $12.90

ETUDE HOUSE x Red Velvet Matte Chic Lip Lacquer

Want to get ultra-kissable lips just like the Red Velvet girls? Pucker up with the ETUDE HOUSE x Red Velvet Matte Chic Lip Lacquer (13% off), which delivers an insane amount of colour in one swipe and dries as soon as it’s applied. Although it isn’t transfer-proof, the formula’s extremely long-lasting and hardly ever smudges so it’s still a winner in our books. Get yours on Shopee before it hits our local shelves in June!

#4 KATE Smoky Round Eyes Eyeshadow Palette, $17.60

KATE Smoky Round Eyes Eyeshadow Palette

With the halo eye makeup trend taking over Instagram lately, there’s no better time to get yourself the KATE Smoky Round Eyes Eyeshadow Palette (20% off). It comes with a mix of dark and light shades, complete with a built-in highlighter and sponge-tipped applicator, to help you achieve the sultry, red carpet-approved look.

#5 CLIO Waterproof Pen Liner, $12.50

CLIO Waterproof Pen Liner

A stroke of the CLIO Waterproof Pen Liner (10% off) is all you need to get sharp, clear and vivid peepers in an instant. With its high-flexible brush applicator, it’s a breeze to use even for makeup newbies as it glides onto the eyes with ease and stays put all day thanks to its waterproof formula.

#6 La Roche-Posay Effaclar Duo, $32.18

La Roche-Posay Effaclar Duo

The La Roche-Posay Effaclar Duo (25% off) ain’t touted as the no.1 anti-acne derma product for nothing – this new and improved blemish-buster is proven to achieve visible results in as little as 12 hours, all while keeping your skin smooth and hydrated. Plus, this duo comes with a little gift worth $12.90 and who doesn’t love free stuff?

#7 COSRX Acne Pimple Master Patch, $5.50

COSRX Acne Pimple Master Patch

We don’t know about you, but we swear by the COSRX Acne Pimple Master Patch (31% off) to fix zits in a pinch. Not only do these hydrocolloid patches work wonders on combating breakouts, they’re also great for preventing infections and repairing wounds. 

The Shopee Beauty Bonanza is happening from 15 to 22 May 2018. Shop now!



4 May 2018 by Chew Hui Ling

Don’t be surprised if you walk past GOT7 standees and posters plastered all over THEFACESHOP stores in the coming months or so. The K-beauty brand has recently introduced the K-pop boy band as their new global ambassador!


GOT7 will be fronting various promotional activities across 28 countries, including Singapore! With their fresh-faced good looks and boy-next-door appeal, it’s no surprise that they were chosen to be the new muses of THEFACESHOP – following in the footsteps of their predecessors Suzy and Kim Soo Hyun.

On 25 April, THEFACESHOP dropped a teaser video of the boys looking dapper in their sleek suits instead of their usual boyish image, and we’re totally digging their new look. In the video, each members’ names are seen accompanied with a hashtag – Jackson #STORY, JB #POKERFACE, Jinyoung #BALANCE, Mark #NATURAL, BamBam #HANDSOME, Youngjae #MY FAMILY and Yugyeom #ANOTHER NAME – which we’re guessing might be a hint of a new collaborative line coming up.

We can’t wait already!

More related stories: GOT7 Officially Announces World Tour, Including Singapore Date In August!Here’s How You Can Cop Red Velvet’s Signature Beauty Look

The moment Red Velvet stepped into the room, the first thought that comes to mind is that they look even more gorgeous in real-life. With their seemingly poreless complexion, rosy cheeks and lips to die for, we can’t help but wonder if these K-pop stars indeed wake up looking camera-ready. 

Gracing us with their presence at the press conference for the Etude House Pink Play Concert that took place in Seoul in April, we caught up with the Etude House brand ambassadors to dig up on the beauty secrets they swear by.

#1 Lips don’t lie

All you need is a fabulous lip to make a statement, as seen on the ladies of Red Velvet who were rocking their signature colours of the Etude House x Red Velvet Matte Chic Lip Lacquer: Wendy Brown, Seulgi Burgundy, Irene Red, Joy Grapefruit and Yeri Pink. “The lipsticks come in a liquid formula, which goes on smooth and dries down to a powdery finish so it doesn’t smudge at all,” says Wendy. “It’s very long-lasting and richly pigmented too!”

#2 Shape your pout

Loved Seulgi’s perfectly-contoured lip look in ‘Bad Boy’? To further accentuate your pucker, take a page out of Seulgi’s book and apply a bit more product on your cupid’s bow to make it pop.

#3 Fake that blush

Apart from her voluptuous pout, Joy is also known for her flirty flushed cheeks. Here’s a trick: after applying the Joy Grapefruit colour on your lips, double it as a blusher on the apples of your cheeks to achieve that radiant, rosy glow.

#4 Keep your lashes natural

For maknae Yeri, falsies are a no-no. “Personally, I have trouble putting on fake eyelashes because I find it a little uncomfortable, so I focus more on perfecting my mascara – not just onstage but in my daily life as well.”

#5 Cover up

Idols have bad skin days just like us too! “I try to use concealers and cushion foundations to cover up any redness and imperfections,” Wendy shares, recommending the Etude House Double Lasting Cushion as it works well for the humid weather.

#6 Keep facial masks handy

A facial mask a day, keeps your skin woes away! Seulgi reveals that when she was filming Law of the Jungle out in the wild, her skin suffered due to prolonged hours of being out in the sun. Thankfully, she kept a pack of facial masks handy which helped to soothe and hydrate her skin.

#7 Don’t forget to remove it all

An essential step which many people tend to neglect, is the importance of removing your makeup – especially for idols who wear heavy makeup from day to night. Not only does it prevent breakouts and clogged pores, it also helps to keep your skin clean and refreshed. Now you can safely say #IWokeUpLikeThis – just like Red Velvet!

The Etude House x Red Velvet Matte Chic Lip Lacquer will officially drop in Singapore in June 2018. Watch our space for more updates!

If you love Red Velvet, you’ll love these stories: 7 Beauty Secrets We Learned From SHINee And Red VelvetWho’s The Biggest Makeup Hoarder In Red Velvet?

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We love Benefit Cosmetics for its killer brow products, but what makes the family-run brand a serious winner in our beauty books is its dedication to making a difference. Because what better way to make women feel bold and beautiful than getting your brow game on fleek? As part of its global philanthropy programme Bold Is Beautiful, Benefit Cosmetics will be donating all of its brow wax proceeds to charity during the month of May. Getting your brows in shape while contributing to an awesome cause? Count us in!

Not sure what Bold Is Beautiful is all about? We spoke to Maggie Ford Danielson – resident #GirlBoss, beauty change-maker and daughter of Benefit Cosmetics’ founder Jane Ford – to find out more about the goodwill campaign, her passion for advocacy, her honest thoughts on female empowerment and more.

Maggie Ford Danielson

The Bold Is Beautiful campaign has been a huge success over the last few years. How do you feel now that it has truly taken off?

It’s emotional for me because I remember when it was just an idea in our heads and we knew that it had potential but we weren’t sure how much we were going to raise, whether it was something we could execute across all our markets, or if the staff members were going to be supportive of it – there were a lot of unknowns. And now, we have 19 countries participating and have raised 11 million since starting the programme back in 2015. I just know we can help so many women. The future is endless and we’re just getting started.

Having worked with so many charities, are there any interesting stories you would like to share?

I was recently in Thailand where they were working with Habitat for Humanity, and I was so honoured to be able to go and actually built a house for a family who has three generations of women living under one roof. They live in the countryside and never had electricity before, and the fact that Benefit can be a small part of their lives is super incredible.

What’s a cause you would personally support?

I do actually volunteer for one of the charities we work with. It’s an organisation that provides after-school programming for at-risk girls in dangerous communities where there’s a lot of violence, so these centres are a safe space for the girls to seek comfort at after school. I’m involved in helping the younger girls learn how to read, especially if English isn’t their first language. I’ve got two daughters at home so I think it’s important for me to spend time with the younger girls so I can help them.

What are your thoughts about the female empowerment movements that are gaining traction right now?

In every country, there’s always a feminist movement going on but I think it’s also really important that we do not forget about the men. The future is female is something I absolutely 100 per cent support, but I also think we need to keep our minds open because the future is about positivity for all people, men included. We can’t alienate like half of the population just because they’re men. Not all men are bad!

Between not wearing makeup to embrace your natural beauty and using makeup to empower oneself, where do you stand?

I love talking about this because people assume that you’re trying to cover something up when you wear makeup, but I actually like to wear makeup because I want to enhance my features. I also think it’s a way of self-expression; some people just want to use makeup as art and to try different things. So I would like to change that kind of conversation – makeup is not just about wearing a mask, it’s about self-empowerment.

When is a time you feel the most beautiful?

I feel the most beautiful when I’m feeling good inside. It’s funny, I looked at myself this morning and I was like “Ugh, I don’t look my best but I actually feel really good inside”. It’s the last day of this trip and I’m really far from home, but I love talking about Bold is Beautiful. I feel beautiful today not just because of my makeup, but because I’m doing what I think is really important work with Bold Is Beautiful.

What advice would you give to women who are struggling with their self-confidence?

I think you have to look inside and see what’s causing what struggle. There’s always a factor that is causing you to feel uncomfortable and you need to have that conversation with yourself in order to pinpoint the source.  And it’s also the courage to turn to someone for help – it’s really important to just get it out, whether it’s sharing it with your friend, girlfriend or mother. If you speak out about your struggles, they become less of a burden.

Lastly, what does beauty mean to you?

Beauty’s a feeling. You can have beautiful makeup and look good on the outside, but I’ve always believed that happiness is beauty. And if it means you’ll get laugh lines, that’s even better because that’s more beautiful, you know?

If Maggie’s words of wisdom doesn’t inspire you to give back, we don’t know what will. Starting in May, Benefit Cosmetics will be donating 100 per cent of its brow waxing proceeds to Girls2Pioneers and Aidha. Book your brow wax appointment now!

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