Sigi Skin’s Youth Beam is the ninth product in its range since it launched in 2018 and its first-ever skin serum.
“Serum has always been a saturated category. Even though it’s been highly requested from our customers, we really only wanted to launch a serum that would be a gamechanger in the market. With this serum, we have launched something to target the root cause of problems, which is an imbalanced microbiome,” Xenia Wong, founder of Sigi Skin, told CosmeticsDesign-Asia.
The launch of Youth Beam follows the introduction of a probiotic sheet mask Sigi Skin launched in 2020, Tea-Tox.
“Tea-Tox has been a proven hit with customers even though it runs on the pricier side. But they are willing to pay for it because they really see a difference in their skin. The feedback I receive is that they really enjoy Tea-Tox and they want us to make it into a serum,” said Wong.
She added that the serum was also meant to be “comprehensive” for consumers who tend to have a simpler approach towards beauty and prefer to have a small routine.
“As a brand, I could have made three different serums people can buy, but why would people want to put on three layers when they can use one?”
Wong added that having serum packed with ingredients is in line with the rise in both the skin minimalist and self-care movements.
“Most people nowadays are time-starved; they want to cut down the time they use for skin care. Still, they want to pamper themselves and detox their skin with a clay or sheet mask. We see more of this with the self-care movement, and I think we need to find a right balance between these needs.”
The brand has been growing at a rate of 300% year on year, driven by the launch of new products and expansion into new markets like Thailand. What also helped was a name-drop from celebrity make-up artist Daniel Martin, who is best-known for being Meghan Markle’s wedding make-up artist.
At the moment, Wong said the business will focus on reinforcing its product portfolio. This is something the company has been working on since February last year when it repositioned itself as a vegan brand.
“We are still looking at overseas expansions because markets are opening up. But mainly we want to concentrate on providing our customers with a complete skin care brand. We are close to four years now, and we have nine products, so I think we still have quite a few more gaps to fill before explore other areas.”
When it comes to product development, Wong said she lets consumers take the lead.
“I always try to think from the consumers point-of-view and listen to their feedback. For instance, we discontinued our eye cream last February as turned vegan and the eye cream contain propolis. We had no intention of bringing that back, but consumers keep asking us for it. We did a poll and they told us they wanted to see us bring back the eye cream.”
In addition to expanding its product offering, the company is also working on improving its existing lineup with feedback gleaned from consumers.
“We want to concentrate on our core nine to see how we can do better. I think we’ve nailed our formulas, but maybe there needs to be improvements with packaging to make it more sustainable in the long run.”
Wong elaborated: “We have changed the packaging for our cleanser which used to come in 100ml tubes. People went through them fast, making it quite wasteful. So, we have released a 200ml version in a pump bottle. We are also planning to introduce refill packets.”