Whether you’re a make-up maven or bare-faced beauty, a skincare junkie or novice, a trend chaser or free-spirit, it cannot be denied that every woman’s relationship with the concept of beauty is a deep, personal and unique one—one that will most likely last a lifetime. The modern beauty industry has seen its fair share of successful female beauty entrepreneurs since its nascent years (think Estée Lauder and Elizabeth Arden), but it has only been in the recent decade that the number of Asian voices flourished exponentially under the global spotlight. These are entrepreneurs who have been diligently putting regional beauty on the map with innovations in cosmetics, skincare, haircare and more.
Each a force to be reckoned with, these rising superstars of the beauty space are inspiring businesswomen who are motivated by a deep love for beauty and a mission to leave a positive and meaningful impact on the industry through their growing brands. Discover the ways in which the transformative and inspiring powers of beauty are being honed by those at the helm to break down the barriers around the wider issues—including diversity, sustainability and mental health—and to use them as tools of empowerment for all.
In conversation with 10 of these formidable women, Vogue Singapore uncovers how being in the business has shaped their own personal relationships with beauty and its impact on their individual journeys toward self-love and discovery.
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Lynsey Lim, founder of Singaporean skincare brand, Handmade Heroes
What does beauty mean to you?
Beauty is more than looks—it’s about being kind, confident, and authentic to yourself.
Being an entrepreneur requires lots of hard work, persistence and drive. What drives you?
I’m driven by a desire to make a meaningful impact on both the industry and our customers’ lives. Our commitment to carbon neutrality, plastic neutrality, and environmental sustainability reflects our dedication to creating a better world. But what really sets us apart is our focus on creating real skincare for real people. By prioritising authenticity and accessibility, we are able to provide our customers with products that not only meet their needs, but also align with their values and lifestyles.
What’s the most surprising thing that building a business has taught you about yourself?
I’ve come to realise how resilient and hardy I am when the going gets tough. And the going does get tough.
Tell us about the biggest challenge you faced with Handmade Heroes and how you overcame it.
One of the biggest challenges of the clean beauty industry is the stereotype that its products are not as effective as mainstream or mass-produced products. To overcome this, we use high-quality, active ingredients that deliver real results and put our products through vigorous testing methods such as third-party clinical tests and dermatological tests to prove their efficacy. Through this, we were able to establish credibility and win over our customers’ trust.
What has your business taught you about beauty, and how has it affected the way your relationship with beauty evolved over the years?
I’ve learned that true beauty comes from within and that it’s important to stay true to yourself rather than chase trends. My relationship with beauty has evolved to focus more on inner confidence and self-expression, rather than external factors. It’s been a journey of self-discovery.
Tell us about a moment which brought you a great sense of achievement for what you do.
The moment I saw Lily Collins using our Cocolicious Luscious Lip Scrub in her Vogue Beauty Secrets video was truly a special one for me. Seeing her using our product gave me a sense of validation and recognition for all the hard work and effort that my team and I have put in over the years. It was not just about the exposure, but also that she believed in the quality of our product enough to use it in her daily routine. That was a moment that made me feel like all the struggles and sacrifices were worth it.
What’s something you would love to see the Southeast Asian beauty industry shift towards?
I believe that there is a growing need to focus on mental health and self-acceptance. Rather than promoting unrealistic beauty standards or chasing fleeting trends, I think it’s important to embrace and celebrate the uniqueness of each individual. I would love to see a shift in the conversation around beauty to one that is more inclusive and supportive of all types of beauty.
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Masaba Gupta, founder of Indian beauty brand, LoveChild
What inspired you to embark on your entrepreneurship journey?
I started LoveChild because I wanted a make-up, skincare and wellness brand that was from India and by India, but for the world. By which I mean that the entire packaging, the aesthetic, the communication is intensely inspired by India and it’s meant for the world, for people across skin colours and ethnicities without age and gender barriers.
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What do you predict will be a key focus for the beauty industry?
I think the focus is definitely going to be on make-up that has a good sensory feel because we are all becoming extremely conscious of how make-up makes us feel. We are no longer into formulations that just make us look good and don’t feel good when you apply them.
What have you learnt about self-care and empathy while running a successful business?
For many years I thought self-care was constantly working and constantly burning myself out to a point of no return. But I think that I’ve learnt that self-care is a very personal thing. There are days when self-care to me is just sitting down and making notes about what I want the next six months to look like but there are days where I don’t want to open a single email and that is also self-care. So, I’ve learnt that self-care could mean different things on different days.
With empathy, I’ve learnt that it is important because I’ve noticed when I take care of myself, I can take care of others better. And when I’m wired or frazzled, that energy translates into everyone around me, whether it be at home or at work. However, I think that even when you run a successful business there is no end point of learning about leadership. It is a constant journey and tug of war between being the right leader and doing the right thing; and also, being motivating but not putting negative pressure on the teams. It’s a constant space of learning but most importantly it is knowing when to take the pressure off myself and not see everything as a personal failure.
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Tasya Farasya, founder of Indonesian make-up brand Mother of Pearl Beauty
What inspired you to embark on your entrepreneurial beauty journey?
I grew up in a family that really loved make-up, so it inspired me to learn about it. I love seeing how transformative wearing make-up can be. While taking my dentistry degree, I became a MUA on weekends and continued my study on weekdays.
What have you learned about yourself through starting and running your business?
I learned that we have to always evolve and never settle in our comfort zone—criticism was what really helped me grow. Additionally, I learned that when you stay true to yourself and be honest, people can feel it, so we don’t need to further validate ourselves.
How would you define beauty?
Beauty for me is a form of art, everyone will always have a different perspective of it. It can’t be denied that when we look and feel beautiful, it helps us in so many ways to achieve our goals. Of course, we have to also have a good personality—but looking and feeling beautiful outside doesn’t hurt.
How has your relationship with beauty evolved over the years, be it through your entrepreneurship or personal journey?
It started out as an escape from reality and a hobby. But now, this beauty industry has become my life, my job and my passion everyday. I’m so grateful every single day to be doing what I love most while being able to generate an income. Hopefully I can sustain my existence in this overly saturated industry of beauty. I can’t wait to show what’s up next with my beauty brand and platform.
Tell us about your greatest failure and achievement.
I don’t see anything that has happened to me as a failure, because each and every time ‘bad’ things happen, it only made me better and stronger. As for achievements, I’m so grateful to be trusted by so many international events—such as New York and Paris Fashion Week. I’m honoured to have received 15 beauty awards over the past years, it always warms my heart. I’m grateful for the opportunity to meet the some of the industry’s most influential people and I hope to launch my beauty brand globally in the near future. Ultimately, I’m thankful that after all this time, people still believe in me and my vision.
Are there any leadership lessons you’ve gained in the course of your career?
Yes, I learned that nothing will be perfect and not everyone will appreciate what i do and what I stand for in creating my products. So it is always better to focus on what’s best for my brand and let go of the things we cannot control. There’s always room to grow, so don’t take anything too personally when it comes to hate speech or criticism.
As a business woman, it can definitely be difficult to find moments of rest and relaxation. What are some self-care rituals you’ve chosen to adopt?
I actually agree to this. Now, I have 2 kids including a newborn so it can get hard to finding a work-life balance. But I choose to mix everything together, so I always try to enjoy and focus on what I can do now instead of what will happen in the future. It really helps me enjoy my time even though it is rare for me to have any rest or escape from work. As long as I have coffee and a good lipstick, I’m ready.
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Monica Saranya, founder of Singaporean haircare brand, HaircareByMon
Why did you start HaircareByMon?
I started HaircareByMon—a 16 ingredient Ayurvedic hair oil—three years ago when Covid had forced most salons I patronised to close down and discontinue certain services. So I wanted to give the curly hair girls in my community an opportunity to care for themselves, from the comfort of their homes. I’ve always believed in the mantra of: ’look better, feel better’ and lots of women I knew were struggling to be their usual selves or trying to find a new version of themselves during the pandemic. I knew at that moment if we give them a small tool to look better, they’d instantly feel better, and everything else will fall in place for them.
How would you define beauty.
From what you radiate. They’re people who carry themselves well, emanating abundance of confidence, making people around them feel good.
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How has your relationship with beauty evolved over the years, be it through your entrepreneurship or personal journey.
I think my personal journey with beauty had its breakthrough right before the business started. I’ve had Vitiligo since I was 12 and I was figuring out best ways I can live around the skin condition. The aforementioned breakthrough happened when I openly discussed Vitiligo on Rice Media. Weeks after the article was released, I sold my first bottle of oil.
The business has catapulted my relationship with beauty just from the women I meet online and their stories. This is also the reason why moving from Instagram to having a website feels so hard for me…because of the intimate conversations I get to have with my customers about hair, skin, beauty, work, stress… everything under the sun.
What have you learnt about self-care and empathy while running a successful business?
Too much. I have learned that if I do not take breaks, my work will be crap. After three years of running the business, I’ve learnt two main things: one: I should never text a customer back instead of finishing that lunch and two: I should never put down my team just for my customer to feel right.
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Jane Lau, founder of Malaysian skincare brand, Chuck's
What have you learned about yourself through starting and running your business?
I’ve learned to let go my ego and ask questions even if it sounded stupid.
How has your relationship with beauty evolved over the years, be it through your entrepreneurship or personal journey?
I find beauty is not about just about appearance, it’s about how you see the world.
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Where do your best creative ideas come from? What is a constant source of inspiration to you?
Mainly from social media and through travelling. I follow a lot of Instagram accounts—whether it be fashion, beauty, music and comedy—and save posts that inspire me.
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As an entrepreneur, it can definitely be difficult to find moments of rest and relaxation. How do you unwind?
I do enjoy putting on a sheet masks after a long day. I will also make sure I get full body massage every week.
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Yaumi Fauziah Sugiharta, co-founder and CEO of Indonesian skincare brand, Base
Tell us about a time you failed in the context and how you bounced back. What did you tell yourself in order to move on?
We launched a product that didn’t perform as well as we had hoped. But instead of dwelling on the failure, we took the opportunity to gather feedback and improve the product for our customers. I told myself that failure is an opportunity for growth and that we can always learn and improve from our mistakes.
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What’s a life lesson that you will share with your son, Nagi when he’s older?
One lesson I would share with my son is always to pursue his passions, stay true to his values, and never be afraid to take risks and try new things, even in the face of challenges or pressure from others. Success is not just about achieving goals but also about enjoying the journey and learning from every experience.
Where do your best creative ideas come from? What is a constant source of inspiration to you?
My best creative ideas often come from attending art exhibitions, exploring new music, and understanding the creative process of notable creative figures across industries through articles, books, and journals. I find that immersing myself in various forms of arts and learning from others’ experiences allows me to having broader perspectives that help me to think outside the box and bring fresh ideas to Base.
Are there any leadership lessons you’ve gained in the course of your career?
One of the most crucial leadership lessons I’ve learned is to never stop learning. As the co-founder of Base, our company values include being an eternal student, which means constantly enriching ourselves and being humble enough to learn from others. Managing a team of five versus fifty requires different skills, and as a leader, it’s essential to recognise that and be willing to learn and adapt. In a dynamic startup environment, being a sponge and constantly seeking new knowledge is essential to stay ahead and grow the business. It’s also crucial to foster a culture of continuous learning and growth within the team, as this not only benefits the company but also empowers team members to reach their full potential.
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As an entrepreneur, it can definitely be difficult to find moments of rest and relaxation. How do you unwind?
Finding moments of rest and relaxation is essential, but it can be tough to prioritise self-care. Luckily, I’ve found a way to unwind that always leaves me feeling rejuvenated: getting a massage. Living in Indonesia, I’m fortunate to have access to some incredible spa retreats offering ultimate relaxation. As for beauty and self-care rituals, exfoliating has become my go-to self-care ritual for smoother, brighter skin. My current favourite exfoliator is Base Fresh Clarifying Clay Mask with mandelic acid (derived from almonds). It gently dissolves dead skin cells and leaves my skin feeling clean, refreshed plus nourished. I also love consuming homemade red dates with longan tea, a habit I picked up from my second home, Singapore. It’s a delicious and healthy way to take care of myself inside and out.
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Haley Kim, content creator and founder of South Korean beauty community, No Foundation No Problem
What inspired you to start No Foundation No Problem?
My viewers have been a tremendous source of inspiration for me. I noticed their comments on how they didn’t typically wear full make-up, but struggled to find a creator who promoted make-up that enhanced their natural features.
I saw a gap in the industry: a lack of spaces where viewers could feel comfortable doing make-up without feeling like they needed to cover up with foundation or follow certain trends. For me, make-up should be about empowering yourself and enhancing your own unique qualities.
As a new business owner, tell us about the challenges of starting a business and what motivated you through them.
Honestly, I still feel like I’m struggling at times while building this community-based business. Starting the community itself was the biggest challenge for me. It’s not common for business owners to focus solely on community-building instead of product launches. But I wanted to follow my intuition and do something that felt true to myself—something that hadn’t been done before.
Despite the challenges, I’m incredibly proud that I’ve gotten it off the ground. I’ve learned to trust my instincts and believe in myself. And it’s been incredibly rewarding to see positive reactions from my viewers and even some beauty brands who are already interested in getting involved with NFNP.
What’s the most surprising thing you’ve learned from your online presence in the beauty space?
An honest opinion, even if it is niche or unpopular, can always find its audience. I have come to realise that if you stay true to your own expertise and values, there will always be people who follow and support you.
What change would you like to see in the Southeast Asian beauty industry?
I believe we should embrace diversity first. Unfortunately, diversity remains an issue, especially in Asia. It’s not just about the lack of foundation shades—it’s also about accepting different preferences. People should be able to feel confident and love themselves whether they choose to wear full make-up or go natural, and we should not judge those who prefer a more made-up look. I hope to see more product options and greater acceptance of diverse beauty standards in the Asian market.
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Hayley Teo, founder of Singaporean skincare brand, Rooki Beauty
Being an entrepreneur requires lots of hard work, persistence and drive. What drives you?
I am driven by my passion for the beauty industry. I’ve always been fascinated by the power of beauty to transform, uplift and inspire others. Just look at the emotional response that Fenty Beauty elicited from the Black community when they launched their foundation in 50 shades. People finally felt heard. Their skin tones were finally seen.
Tell us about the most surprising thing that starting a business has taught you about yourself.
I’m more adaptable than I thought I was. I’ve really learnt to embrace the unknown. During Covid-19, many businesses including Rooki had to make decisions with limited information—those that survived were those who were willing to try new things. Of course, hindsight is always 20/20, so I’ve also learnt not to beat myself up when things don’t go according to plan.
What has Rooki Beauty taught you about beauty and its impact on people?
I’ve seen how the quality of your skin can have an impact on self-esteem and your emotional well-being. I’ve had people with chronic skin conditions and recurring acne come to me in frustration and helplessness. While my job is to help customers with their skin issues, I try not to make people feel self-conscious. Sometimes the fix is actually simpler than they realise.
What do you hope to see the Southeast Asian beauty industry prioritise in the coming years?
I would love to see a greater focus on gentleness and skin barrier repair. Rooki’s latest product, Good Egg Skin Recovery Milk, which launched in Feb 2023, was actually a response to seeing increasing numbers of people with irritated, inflamed and dehydrated skin from overuse of trending ingredients like glycolic acid and retinoids.
Being an entrepreneur can come with long hours and a crammed schedule—what do you look forward to at the end of a long day?
My cats. Spending time with them is one of my favourite activities. Just watching the clouds go by with a cat by your side is the best feeling in the world and nothing is more calming. I think it’s a form of self-care. I also enjoy a good skincare routine, and listen to the occasional podcast.
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Jungmin Lee, founder of Singapore-based curator K-sisters and Korean beauty brand Jung Beauty
How would you define beauty?
Fully understanding who you are. I fall in love with my skin and body more in my 30s than I ever did in my 20s, because I finally fully understand what my skin type is and what sort of style suits me better. You just have to explore and find out who you are to figure out what works best for you.
How has your relationship with beauty evolved over the years, be it through your entrepreneurship or personal journey?
It has evolved from being my favourite hobby to the biggest calling in my life. When I moved to Singapore eight years ago, my skin reacted very badly and my old 10-step skin care routine didn’t work any more. Later on I realised the weather plays a big part here. The hot and humid climate doesn’t allow me to do what I used to do. Eventually, I simplified it into four steps instead: cleanse, prep, treat, and protect.
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What do you predict will be an area of focus for the beauty industry here in Southeast Asia over the coming years?
Climate-friendly skincare. Even when we talk about Asian skincare these days, it is no longer enough. Because at the end of the day, Japan, Korea, and China all go through the four seasons, whereas Singapore is always hot and humid. So really understanding this climate and being able to cater to it with the right ingredients and formulations will be a key SEA focus in the upcoming years.
As a business woman, it can definitely be difficult to find moments of rest & relaxation. What are some self-care rituals you’ve chosen to adopt?
I love doing my skincare routines. A deep pore cleansing mask like Jung Beauty’s Baby Pore Kit or a lifting ampoule treatment together with a beauty tool like the EMS facial device—all whilst watching Netflix with a hot cup of tea.
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Farah Bashir, founder of Sachi Skin
What inspired you to embark on your entrepreneurship journey?
Being a consumer of beauty for the last two decades, I felt incredibly frustrated by the inadequacy of skincare solutions for skins of colour, especially in regard to concerns like hyperpigmentation and stubborn post-acne marks. This led me to many years of studying, blogging and creating free guides around hyperpigmentation solutions to help educate myself and others.
As a long sufferer of PCOS (Polycystic Ovarian Syndrome), I constantly endured bouts of acne. I’ve had to deal with flare ups for 25 years now, and dark marks that appeared post-blemish would take many months to fade, when I hoped they’d be resolved in weeks.
It was this frustration that led to our now award-winning Triphala Pigmentation Corrector being born: I simply wanted the fastest, safest solution to fade dark marks and discolourations, especially on skin like mine. This is how the journey began.
What have you learned about yourself through starting and running your business?
I’ve learned what I’m capable of. I’ve had to manage my emotions better, and to recognise that there will be many ups and downs. It’s all part of the journey in running a business.
Tell us about your greatest failure and achievement.
I don’t see success and failure as a binary or a dichotomy. To see it in black and white would be to limit myself. Even where my expectations have not been met, there have been incredible learning experiences. For example, in 2021 we launched our popular Ursolic Acid and Retinal Overnight Reform serum, but the site crashed just an hour later. Our coder had left for holiday, and we found ourselves scrambling to get the site back up after two days. One of the lessons learnt here was that launching a product on a Friday evening is probably not a good idea. But another thing we learnt is that we have the capability to pull through, even when things get tough. We grew from this mishap, and here we are, still selling that same product with huge success a couple of years down the line.
In terms of success, both as an individual and as part of the greater team at Sachi Skin, I feel incredibly fortunate and blessed to be part of so many achievements over the last two decades, across many different fields. Moving into the future, I know that there will be a lot more to celebrate, but also a lot more to learn from along the way.
What do you predict will be a key trend or area of focus for the beauty industry here in SEA over the coming year?
It is so exciting to see so many new and emerging forms of self expression in beauty across all of South East Asia. We’re reaching a point where we feel able to celebrate differences, and we’re seeing people’s heritages and cultural practices being celebrated and appreciated. I find this diversity very promising in industries like skin, hair, and makeup. We at Sachi Skin are so happy to be part of this tidal wave.
Do you have any words of advice for fellow women looking to embark on their entrepreneurial journey with beauty?
If you want something to exist that does not yet, or if you see a gap in the industry that needs to be filled, never be afraid to make it happen yourself. Take it from me. Over the last two decades, I’ve done the research and the work to create something for an underserved community of people. It started with the Triphala Pigmentation Corrector, it has become so much more. Always be thinking about your communities. Solidarity is a beautiful thing.
If you still need a push, I will leave you with what Emma Watson put beautifully at the United Nations Headquarters:
‘If not me, who, if not now, when?’
