Kickstarting growth: Soul Good Project eyes overseas expansion on back pandemic-driven demand for skin care

The brand launched in December 2019 with a line-up of natural deodorants and expanded the range to include facial oils and masks.

Founder Amanda Moo told CosmeticsDesign-Asia ​that the company has experienced an uptick in demand since the pandemic sent the city into lockdown.

“I thought COVID-19 would stop people from spending, but we’ve been growing. I guess it’s because people have been focusing on skin care now that they are spending more time at home. Of course, online shopping has been growing and made it more convenient for people to get access to products.”​

With the business growth and the accelerated development of e-commerce, Moo said she was confident that her skin care business will be able to withstand COVID-19.

“Even with COVID-19, women will still spend on skin care, it has become a necessity. With more people becoming comfortable with online shopping, I don’t think the pandemic will hinder the business much.”​

She added that the brand’s products are considered affordable and value-for-money, which encourages more consumers to try its products.

“Marula oil, for instance, is quite popular nowadays and some brands are selling for around SGD100, but we are retailing for SGD40 (USD29) for 30ml. I try to make it less expensive for people who are interested in trying out these oils.”​

Overseas interest

These factors have prompted the company to explore opportunities for expansion.

Moo is keen on making the brand available to the wider South East Asian market and Japan, where the inclination towards natural beauty is rising.

Additionally, the company believes there is a market for its products in the western markets, like the US.

“In terms of traffic, the US is our biggest market after Singapore. I’ve also had some people reach out to me about getting the products onto platforms like Cult Beauty and stores like Target,”​ said Moo.

However, because the products are handcrafted, Moo has been unable to grab these opportunities.

Recently, the brand began a Kickstarter campaign to reach a goal of SGD10,000 (USD7,292), which will help the company scale up the production of its products.

“We’ve recently found a manufacturer in Korea who can help us to produce our products on a larger scale so we can expand. Also, I believe it is better in the long run when it comes to safety and stability issues,” ​said Moo.

Aside from the funding, the Kickstarter will also help the brand gain awareness in the western markets like the US.

“To be honest, I think Kickstarter attracts more consumers in the western market. I think this exposure can help us spread the awareness of the brand in those markets. I also want to see how people react to our brand and see how we can improve on things moving forward.”​