‘Acne authority’: Singapore’s Skinlycious aspires to become top acne treatment brand in beauty

By Amanda Lim contact

- Last updated on GMT

Skinlycious aims to become the top of mind brand for acne sufferers. ©Skinlycious
Skinlycious aims to become the top of mind brand for acne sufferers. ©Skinlycious

Related tags: Acne, Singapore, Indie beauty

A Singapore-based cosmeceutical brand specialising in acne solutions is gearing up for international expansion on its route to becoming a top of mind brand for acne sufferers.

Skinlycious was found in 2013 by Jasmine Kang, who struggled with cystic acne for over a decade without finding an effective solution.

Using her background in biomedical science and pharmaceuticals, Kang worked with a team of cosmetic chemists to formulate her acne cure.

While there are many acne products on the market, Kang believes Skinlycious is one of the only brands in the market that is trying to create a comprehensive beauty routine for acne sufferers.

This would include not just acne treatments but products like sun care that are safe to use on acne-prone skin.

“My vision is for the brand to become the one-stop skin care solution for people with acne, acne-prone and oily skin. When you come to the store, you can buy the whole routine and not worry about breaking out,” ​said Kang.

Acne expert

In March this year, Kang was selected to be a part of the Sephora Accelerate programme, the only Singaporean entrepreneur among 13 finalists.

As part of the programme, entrepreneurs will be offered mentorship and networking opportunities, a week-long bootcamp and a US$5,000 grant to develop their business.

Kang believes she was selected for the programme because of her perseverance.

“I persisted for so many years trying to make things work and [Sephora] felt that my products are unique and effective. While I have the 'hardware', I just need a little help on 'software' side, like marketing, which is where a company like Sephora can help,” ​said Kang.

She added that Sephora valued her extensive knowledge on acne. “They think of me as the acne authority.”

According to Kang, the brand has been profitable since year one and has been growing ever since.

She credits the strong need in the market for effective acne solutions and the loyalty of existing customers for the growth.

“My customers are hardcore acne cases. In the beginning, I wrote blog posts telling them my story and because they identified with it, they gave my products a shot. I have customers that have been with me since we launched because it just works for them.”

Global expansion

The company had plans to expand into the international market this year, but its plans were disrupted by the novel coronavirus (COVID-19) pandemic.

Kang expects to be able to continue working on expansion around August to September this year.

The company is targeting all English-speaking markets first to simplify marketing efforts.

Additionally, the brand is planning to release new skin care products to its line-up.

Kang revealed that she eventually wants to expand the brand into make-up and supplements.

“These are plans for the future, but I’ve already found a traditional Chinese medicine expert specialising in beauty to work with me on the supplement. I feel that a supplement will be important for the brand because acne can be caused by internal problems.”

For now, the company will focus on expansion and building up the skin care line.

Additionally, Kang is looking for investors who can help her to grow the business.

“I’m looking for someone who has the expertise and can help me bring the business to the next level, it’s not just funding I’m looking for.”

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