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.