There is no singular way of being a woman—all throughout history, we have existed in every kind of shape and form, each with our own sacred rituals and beauty practices. As much as we differ, so much binds us together, whether that be the way we like to do our hair or the scents we perfume ourselves with. All throughout history, beauty is inheritance—what we know is inherited from our mothers and sisters, or learnt from a friend or kind stranger in the bathroom. Beauty, as we know it, is only profound because it is something we experience and shape together within our communities and beyond.
The modern beauty industry may have started out with a select few at the helm, but as the world continues to evolve, every woman deserves a spot on the mantle. This International Women’s Day, we turn the spotlight onto the women who have stepped forth to define beauty on their own terms within Southeast Asia—across skincare, make-up and the wellness space, these women have weathered all odds to be the change they wish to see in the world. Below, Vogue Singapore speaks to eight entrepreneurial women to discuss their beauty muses, proudest moments and the importance of self-care.
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Dr. Shauna Tan, aesthetic doctor and founder of Singaporean clean beauty label, Bareness
Was there a woman in your life who inspired your journey with beauty? Could you tell us a little bit more about her?
Of all the women in my life, my paternal grandmother was always the most comfortable in her own skin. She was almost always bare-faced. No foundation, no concealer, just bare skin. But what stood out to me wasn’t the absence of make-up but the quiet confidence behind it. Her skin was not always flawless, but she never let that get in the way of how she saw herself. In the last few years, she has had difficult eczema flare-ups. Instead of hiding away or feeling embarrassed, she approached it with patience and consistency. She adjusted her routine, stayed committed, and worked with her skin rather than against it.
Has your relationship with beauty changed since becoming an entrepreneur, and how so?
Building Bareness forced me to ask myself the uncomfortable questions, to really distill what beauty means to me at its core. When you’re defining a brand’s USP and sharpening its story, you can’t hide behind trends or aesthetics. You have to be honest. That’s how I developed our philosophy of ‘Soothe. Support. Shield.’ It changed the way I see beauty entirely. I began to view skin not as something to perfect, but as something to care for in cycles.
As an entrepreneur trying to build brand visibility, it inadvertently brings more eyes on me now than ever before and my image insecurities feel amplified tenfold. Choosing to be bare-faced isn’t passive anymore. It’s a conscious decision not to cover things up, even when it would be easier to.
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In a world that’s constantly flooded with new brands and products, what should good skincare feel like?
Good skincare should feel like an extension of you. Like brushing your teeth, or having your morning coffee. It shouldn’t feel complicated or performative, instead it should be something you use effortlessly, like a habit you return to without resistance. Most importantly, good skincare should feel trustworthy. Evidence-based, thoughtfully formulated and designed for long term health.
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Martine Ho, co-founder of Philippines-based beauty brand, Sunnies Face
Was there a woman in your life who inspired your journey with beauty?
I grew up surrounded by glamorous women. My mom is one of 10 sisters, and each of them had her own way of getting ready and her own sense of style. Family portrait days were always a full-on production—slightly chaotic, but filled with glam, joy, laughter, and a lot of self-expression. Getting ready was very social in our house; it was how the women in my family connected. Eventually my cousins and I adopted that ritual ourselves, first when we started going out, and now again as mothers with our own daughters. It’s become a bit of a family tradition to enjoy glamour. That shared experience of beauty being fun and expressive definitely influenced the way we built Sunnies Face.
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Has your relationship with beauty and wellness changed since becoming an entrepreneur?
On a personal level, becoming an entrepreneur has made me think about beauty and wellness more holistically. When you’re building a company, you realise how important it is to take care of yourself in order to show up for your team and stay creative. So things like sleep, movement, and protecting your mental space have become much more important. Beauty and wellness now feels less about products alone, and more about how you show up for yourself every day.
What does beauty mean to you in 2026?
In 2026, beauty feels much more connected to individuality. The people I find most beautiful are usually the ones who feel completely comfortable being themselves—whether that shows up in their style, humour, or character.
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Dr. Shirley Oslan, doctor, aesthetician and co-founder of Indonesian make-up brand, Mad for Make-up
What does beauty mean to you?
I was that tall, awkward girl who lived in books and hospitals. I didn’t have a “glow-up” in high school. For a long time, I thought beauty was something other people had. But after years of skincare and makeup, I realised the biggest change wasn’t what I put on my face—it was finally just being okay with who I am. Beauty is just… confidence. That’s it.
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What inspired you to start Mad for Make-up, and was there a defining moment when you knew you wanted to take the leap?
Being an aesthetic doctor in Indonesia, I’d treat patients for acne, and then they’d immediately ask, “Doc, what make-up can I actually wear that won’t ruin my skin?” I didn’t have a good answer for them. There was nothing.
To be honest, the “leap” was actually kind of accidental. We didn’t know much about the make-up industry, so we just started asking people what they wanted. When the community actually started talking back and telling us their struggles, we realised we had to do it. We had to co-create it with them. As it turns out, at that time, no one was really asking Indonesians what shades, texture or even problems they needed to be solved in make-up.
Has your relationship with beauty and wellness changed since becoming an entrepreneur, and how so?
Totally. I grew up in my mom’s tiny salon in Kalimantan. I remember looking at those posters on the wall—everyone was a “foreign beauty.” Nobody looked like me. Not the skin tone, not the features.
Now, I’m way more cautious about what goes into products, but I’m also more aware of the “trap.” If we don’t show diversity, we’re just making people feel insecure. I want to help Southeast Asian women feel like they belong in the conversation, not just as an afterthought. And I hope that doesn’t sound too “marketing-heavy,” because I really mean it.
What has been the proudest moment for you while building Mad for Make-up?
Seeing an indie brand from Indonesia hit the top 100 makeup brands globally on Instagram. That was wild. Just a bunch of us and our community doing things our own way and actually being seen on a global scale was nice.
What do you hope to see more of in the make-up scene, specifically in Southeast Asia?
We’ve had J-Beauty and K-Beauty. Why not us? Why not I-Beauty? We have the fourth largest population in the world filled with very creative people. It’s high time we stop trying to look like everyone else and start highlighting our own skin and our own features. We have everything we need right here to move to the next level. It’s about time we accept and celebrate our own kind of beautiful.
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Ash, founder of Singaporean wellness space, Ahimsa Sanctuary
What does beauty mean to you?
To me, beauty is something that comes from within when you truly feel like yourself. My understanding of beauty shifted a lot through yoga and Ayurveda. It is less about how we present ourselves on the outside, and more about the glow that comes from within when we start understanding our bodies outside of societal norms. Beauty is genuine kindness and love you show yourself and the people around you.
Was there a woman in your life who inspired your journey with beauty/wellness? Could you tell us a little bit more about her?
My mother influenced me in ways I only fully understand now. She had a very quiet, intuitive way of caring for herself and our family. There was always home cooked food (turmeric and black pepper in everything of course), simple remedies when we were unwell—like mixes of herbs and spices that tasted so bad but built our immune systems—and knowing when to rest when the body needed it. She never framed it as a wellness routine, but looking back it carried the same spirit that Ayurveda speaks about! Living in rhythm with the body and nature. Watching her taught me that self-care doesn’t have to be complicated with multiple steps and many serums—it can start with first understanding and communicating with your body.
What inspired you to start Ahimsa Sanctuary, and was there a defining moment when you knew you wanted to take the leap?
Ahimsa Sanctuary grew very organically from my own personal journey. I wanted to create a third space that felt safer for people to start their journey of self-love. I realised that many spaces focused on the external but the philosophy of ahimsa (non-violence) invites a very different relationship with ourselves. It asks us to treat our bodies with compassion rather than criticism.
I remember feeling a strong desire to create a space where people could slow down, breathe, and reconnect with themselves. Not just a studio, but a sanctuary where care feels tender, intentional, grounded and restorative. I believe that wellness is raw, ugly and difficult before we get to taste the freedom, feel the beauty and show the glow, so I wanted to create a space that allowed people to meet the realest versions of themselves wherever they were in their journeys.
I woke up one day and it was a now or never moment. I saw how everyone’s mental health deteriorated throughout Covid and the connections and spaces that foster communities were lost—I felt like everyone needed it more than ever.
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What is one thing you want to see more of in the female beauty and wellness industry in Singapore/Asia?
I would love to see more spaces that honour depth and tradition. Asia holds such profound healing systems: Ayurveda, Traditional Chinese Medicine, Malay herbal elixirs and ancient bodywork practices. These traditions remind us that beauty is deeply connected to balance, digestion, sleep, emotional wellbeing and the nervous system.
The wellness industry moves very quickly and focuses on instant results. I think many women today are actually craving slower and more meaningful spaces where they feel supported rather than judged, and where wellbeing is approached in a truly holistic way.
Finally, do you think it’s important for women to care for themselves? What do you do to care for yourself?
I think caring for ourselves is essential, especially for women who often hold so much for others. Yoga philosophy teaches that when we are depleted, we cannot hold space from a place of fullness.
For me, self-care lives in the small rituals that shape my day. I try to begin my mornings quietly at 5am when the rest of the world is asleep. I start with meditation before the world becomes busy. I also love simple Ayurvedic practices like warm water in the morning, oil massages, and eating in a way that feels nourishing and grounding. In the midst of the chaos of running a business, I spend time in nature when I can. These moments help me return to myself again.
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Hildra Gwee, founder of Singaporean sustainable beauty brand, Postcard
What does self-care mean to you?
Self-care to me is about building strength in both body and mind. When I move regularly and take care of my health, I feel more grounded and clear, and I’m able to show up fully in both my life and the work I care about. For me, self-care is really about creating the foundation that allows you to live and work with energy, clarity and intention.
Was there a woman in your life who inspired your journey with beauty/wellness? Could you tell us a little bit more about her?
My mother raised my sister and me as a single parent, and I grew up watching her show an incredible amount of resilience. She showed us that strength comes from simply continuing to show up—for your family, for yourself, and even for the people who doubt you. Because of that, I’ve always looked at beauty and wellness a little differently. To me, it isn’t just about physical rituals, but about the strength and discipline that allow you to live your life fully.
What inspired you to start Postcard, and was there a defining moment when you knew you wanted to take the leap?
In many ways, it started from a very personal place of wanting to take better care of myself. When people began returning because the products genuinely worked for them, I realised it could become something meaningful—a brand that helps others feel good in their own skin as well.
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What has been the proudest moment for you while building Postcard?
There isn’t a single proudest moment for me because the journey has really been made up of many small milestones. As a first-time founder, nothing from school or my previous career truly prepared me for how much I would grow while building my own business. I still remember the excitement of making my first sale to someone who wasn’t a family member or friend. Other moments that stand out include being accepted into our first Boutique Fairs, opening our first physical retail space, representing Singapore at the Singapore Pavilion in Las Vegas last October, and even being invited to do this interview. Each of these moments felt like a quiet affirmation—small but meaningful pushes that kept me going through the difficult periods, because building a business can be incredibly challenging. In many ways, it has also been a journey of learning how to take care of myself mentally and stay resilient through the ups and downs.
Finally, what advice would you give to a young girl (or a younger version of yourself)?
Focus on building strength and discipline rather than chasing quick results. The most meaningful things in life take time to grow, and the consistency you build along the way matters far more than any single moment of success. It’s also important to recognise that you won’t know everything, and that’s completely okay. Being open to learning is often what helps you grow the most.
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Azalea Marzuki, co-founder of Malaysian wellness label, Terrae
What inspired you to start Terrae, and was there a defining moment when you knew you wanted to take the leap?
Terrae started from a pretty simple frustration. I worked in the fashion industry before starting Terrae and saw firsthand how much waste the industry creates. It didn’t sit right with me that clothing—something meant for self expression and joy—could also be causing so much harm to people and the environment. There’s already so much waste in the world—plastic bottles, fishing nets, old textiles—so I kept wondering why we weren’t making more clothing from what already exists.
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Rather than one dramatic moment where I suddenly decided to take the leap, it was more of a slow build up. The more I thought about the problem, the more it felt like something worth trying to solve. Eventually I realised that if I wanted this kind of product to exist, I might have to try building it myself.
What does your self-care ritual look like in 2026?
Movement is a big part of it for me; I try to move daily in some form. It could be pickleball with friends (though, admittedly, I’m not very good), Pilates, or strength classes. Movement helps me mentally reset after long days.
Putting my phone on sleep mode at 9pm has also been surprisingly helpful. It’s my way of telling my brain that the work day is over. When you run a company your mind is constantly switched on, so self-care for me isn’t some elaborate routine. It’s creating small pockets of calm where my brain can finally switch off.
Looking back on your journey thus far, what is one piece of advice you would give to a budding female entrepreneur?
Start before you feel ready. Because the truth is, you’ll never feel completely ready.
A lot of people wait until they feel confident or until everything is perfectly planned out. But most founders start with more questions than answers. You learn by doing. Jenn (my business partner) and I are still figuring things out as we go. Neither of us came from a traditional corporate background, and we didn’t start with a big team or investors behind us. Much of what we know today came from trying things, learning quickly, and adjusting along the way.
Entrepreneurship never really gets easier. The challenges just change. But if you stay adaptable and trust your instincts, you’ll find your way through it.
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Noelle Lejano, co-founder of Philippines-based fragrance brand, Guava Smells
Was there a woman in your life who inspired your journey with beauty? Could you tell us a little bit more about her?
My mother is a true force of nature; she can whip up a new outfit (yes, from sketch to sewn), cut perfect bangs, and light up any room with ease. She taught me that life is meant to be enjoyed, whether through scrapbooking travel memories, or simply knowing when to slow down to enjoy the people around you. Most importantly, she says to “always wear your best shoes”, treating everyday life as celebration.
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In your view, how can we—as women—use fragrances to empower ourselves?
Fragrance is an extension of you. An expression of your inner world. Sometimes, a form of communication. It’s a small decision on how you want to show up for the day, and that can make all the difference. Today, am I sweet? Sexy? Bright? Powerful? Who knows.
Finally, what does beauty mean or represent to you in 2026?
In my current season, I find beauty to be a love for the self that pours out into others. I think the most magnetic people know how to enjoy a slice of cake, but are quick to cut a slice for someone first.
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Linda Tang, co-founder of Singapore-based Barre studio, WeBarre
What does your self-care ritual look like?
Connecting with the present moment, however that looks like. It could be putting my feet into the grass, or leaving my phone at home when I go out to play with my kids, or taking the morning off to go to a bathhouse with my husband for some contrast therapy. I find my body and mind are running a million miles per minute on a daily basis, so whenever I can stop, and fully soak in the present moment is really nourishing for me! A little bit goes a long way, and even a few deep breaths helps to regulate your system on those overwhelming days.
What has been the proudest moment for you while building your brand?
It always comes back to the people for me. When I can sit back and admire how my team has grown, stepped into a powerful leadership moment or conquered a situation that they didn’t believe they could before. Those are my proudest, most fulfilling moments. We started WeBarre with the purpose of empowering people, to believe in themselves, so it comes full circle when I see this become a reality around me!
Finally, what is one thing you want to see more of in the female beauty and wellness industry in Singapore/Asia?
For a long time, beauty and wellness in Asia have been tied to looking a certain way: being smaller, thinner, or fitting into a specific stereotype. But the real evolution is women focusing on how they fundamentally feel in their bodies: strong, energised, capable, and confident for decades to come. When wellness is framed around empowerment and enabling women to live lives full of vitality and mental resilience, beauty naturally takes on a different role. It becomes something that supports how you feel and move through the world—liberating you to enjoy it in a way that truly serves you.
