According to brand founder and CEO Sahur Saleim, there is a big demand in South East Asia for easy, on-the-go makeup that stays put even in hot and humid conditions.
Additionally, consumers “love practical products that enhance their natural beauty while being low maintenance”.
Having said that, she believes that a shift in trend is on the horizon.
“While the ‘clean girl’ beauty trend has been popular, I see that bold, expressive looks are starting to make a comeback. As a makeup artist, I find this so exciting! Makeup is such a powerful form of self-expression, and I think people are beginning to embrace its creative potential more and more.
“We’re thrilled to be part of this movement, inspiring people to step outside their comfort zones and have fun with their looks,” Saleim told CosmeticsDesign-Asia.
The “clean girl” beauty trend is characterised by a minimalist look that emphasises the subtle enhancement of one’s natural appearance. This is achieved through makeup that provides a fresh, radiant complexion, natural-looking lashes, and plush lips.
Saleim shared that the brand’s hero product is its Unfiltered Complexion Pens, a range of concealers that come in 25 different shades.
“They’ve been so well-loved because of the wide shade range, making them truly inclusive. Furthermore, they are made with clean, vegan, and cruelty-free ingredients. These pens are perfect for Singapore’s humid weather, providing a lightweight yet long-lasting soft matte finish.”
Another recent standout is Gemliners, which are dual-ended eyeliners comprising both glitter and matte formulas. Each side can be used on its own, layered together, or applied on top of eyeshadow to create “graphic eye looks” based on individual preferences.
“These liners are waterproof and great for creating bold, playful looks. They have been especially popular as they allow our customers to experiment with creativity and express themselves. We’re thrilled to see people embracing daring makeup looks, and we hope to inspire even more trends with innovative products like this.”
First flagship store
Apart from managing Sahur’s Art, Saleim is a beauty content creator and celebrity makeup artist with more than 275,000 followers on Instagram.
Launched in 2021, the brand operated exclusively online through its website, which offers worldwide shipping, in its initial phase.
After several retail pop-ups and positive feedback from its community, its first brick-and-mortar store opened at Plaza Singapura shopping mall in December 2024.
“This milestone has been so rewarding because it allows our customers to experience our products in person and connect with the brand on a deeper level.
“Seeing people try, experiment, and fall in love with our products face-to-face has been an absolute joy. Building and nurturing a community through Sahur’s Art has been one of the most fulfilling parts of this journey,” said Saleim.
The brand is targeted at women aged 18 to 40 who appreciate “high-quality, effective, and thoughtfully curated beauty products”.
“What sets us apart is the commitment to our ‘unfiltered’ principle, reflected in our minimally edited brand campaigns and diverse range of shades designed to cater to all skin tones and skin types. We create makeup with high efficacy, designed to withstand summer heat and humidity, while remaining vegan and cruelty-free.
To connect with its target audience, Sahur’s Art’s strategy includes creating meaningful consumer experiences.
“For example, our personalised makeup activations, such as custom makeup-making workshops, have been a huge success. These experiences are not just about selling products, but bringing people together and allowing them to take part in the creative process.
“We also maintain a strong presence on social media, where we engage directly with our community, and showcase our brand values through relatable and inspiring content.”
Although overseas expansion is a goal, the brand’s current focus is on ensuring that every step of its growth “feels authentic” and is aligned with its values.
“Our flagship retail store is located in Singapore, where our heart lies. Looking ahead, we definitely want to expand further within Asia. The vibrant beauty communities in neighbouring countries are so inspiring, and we’d love to bring Sahur’s Art closer to them.”
