Waterless way forward: Singapore’s Katfood to launch new skincare range amid expansion push

The firm is aiming for a pre-launch of its matcha scrub mask in October, before the official launch in December.

This is part of the firm’s rebranding strategy, which will see more focus on waterless formulations and overseas expansion.

Previously, Katfood was known for its natural face wash, body scrub and lip balm products which will not be available anymore.

Kendra Liew-Glausch, founder of Katfood told CosmeticsDesign-Asia​: “We wanted to create products that are a complete solution for the user’s skincare needs and our responsibility to the environment.​

“By essentially dehydrating our formulas and having water added only at the point of usage, we are able to greatly improve the effectiveness and price value of our products as our users are paying only for active ingredients.​

“Having our skincare in powder format also means that the products themselves are lighter and do not have to be packaged in heavy glass or other materials suitable for liquids, thereby reducing our carbon footprint​.” Its products are packaged in recycled plastic bottles.

Liew told us the rebranding was necessary for the growth of the firm.

“While I adored our old aesthetic, we felt it didn’t necessarily align the best with our plans for the future, which include expansion into new markets overseas​.”

The scrub mask is the first in a series of waterless formulations. It is made with natural clays and botanicals with no chemical fillers, fragrances or preservatives.

Liew added: “Our products are food-based, because we would not put on our skin what we don’t feel safe putting in our bodies​.”

Liew explained that removing water from its products also resulted in a longer shelf-life, reducing the need for preservatives.

Waterless here to stay​

While waterless skin care is still at the infancy stage in Singapore, Liew is optimistic of its future.

“I think there is an education process at the moment as waterless skin care is not common on the market.​

“However, as consumers in Singapore and regionally become more conscious and careful about the products they use, we believe our waterless skincare concept addresses consumers’ main pain points in terms of product efficacy, value for money and environmental consciousness far better than conventional liquid based formulations​.”

The mask (60g) will be available on Katfood’s website as well as a department store chain in Singapore for S$54.90 (US$40.40). “We have ​plans to retail exclusively with them (Isetan Singapore) in terms of brick and mortar stores after our launch​.”

Apart from Singapore, the firm is also planning to ship its pre-launch product to Malaysia, Indonesia, Thailand, Germany, New Zealand, and UK because it feels “that our brand values are well-reflected in the consumer sentiments of these markets​.”