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

By Guan Yu Lim contact

- Last updated on GMT

Katfood to launch pocket and environmental-friendly waterless skin care in Singapore ©Katfood
Katfood to launch pocket and environmental-friendly waterless skin care in Singapore ©Katfood

Related tags: Singapore, waterless, skincare

Singapore-based natural skincare brand Katfood is set to launch its waterless cosmetic range in December, starting with a powdered scrub mask.

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​.”

Related news

Related products

show more

CameleonCaps™: Playful Encapsulated Pigments

CameleonCaps™: Playful Encapsulated Pigments

Tagra Biotechnologies | 19-Oct-2020 | Product Presentation

These encapsulated pigments deliver unique & innovative customer experience to the end user. Their on-demand color release system provides exciting...

Emogreen™ L19 to the rescue of very dry skin

Emogreen™ L19 to the rescue of very dry skin

SEPPIC | 12-Oct-2020 | Technical / White Paper

Skin comfort is one of the biggest market demands as an increasing number of consumers declare to have sensitive skin: it has become a worldwide concern....

First-of-its-kind Skin Moisturization: HyaClear® 7

First-of-its-kind Skin Moisturization: HyaClear® 7

TRI-K Industries Inc. | 05-Oct-2020 | Data Sheet

As a gold standard in skin moisturization, hyaluronic acid is known to provide varying degrees of benefits depending upon its molecular weight. HyaClear®...

Related suppliers

Follow us

Products

View more

Webinars

Indie Pioneers Podcast

Indie Pioneers Podcast