{"id":249926,"date":"2022-03-09T11:22:06","date_gmt":"2022-03-09T03:22:06","guid":{"rendered":"https:\/\/thehoneycombers.com\/singapore\/?p=249926"},"modified":"2022-03-09T11:22:06","modified_gmt":"2022-03-09T03:22:06","slug":"sigi-skin-singapore-skincare-brand","status":"publish","type":"post","link":"https:\/\/thehoneycombers.com\/singapore\/sigi-skin-singapore-skincare-brand\/","title":{"rendered":"More than skin deep: How Sigi Skin founder Xenia Wong advocates sustainable practices"},"content":{"rendered":"

I vividly remember the launch of Sigi Skin<\/a> about three years ago. The multi-tasking local skincare brand<\/a> spotlights superfruit ingredients like avocado, kale and matcha in a fun, fresh and vibrant packaging. But beyond the outer packaging, what caught my attention was Sigi Skin\u2019s promise to be transparent with its ingredients and practices.<\/p>\n

As a beauty writer, I come across many brands that use the \u201cvegan\u201d, \u201csustainable\u201d and \u201cclean beauty\u201d tag<\/a> but some never fully commit. Not with Sigi Skin. Time and time again, it\u2019s lived up to its promise. In fact, it even discontinued my fave eye cream to become a fully vegan beauty brand.<\/p>\n

The brand also received global recognition when it first launched. The Morning Glow sunscreen<\/a> got picked up by Hollywood makeup artist Daniel Martin \u2013 who does makeup for the likes of Meghan Markle and Jessica Alba. \u201cHe mentioned it in a couple of articles such as The Cut and it caught us by surprise as we had an influx of orders from the US. It still feels very surreal to us!\u201d says Sigi Skin founder Xenia Wong. That\u2019s high praise for a humble Singaporean label.<\/p>\n

Xenia started the brand at just 23. The NUS Business School graduate was a skincare and beauty junkie, leading her to pursue makeup courses from Seoul’s renowned Jung Saem Mool Art Academy and Makeup Forever. She also believes in giving back to society and adopting sustainable practices in Sigi Skin.<\/p>\n

\"Idyllic
Photography: Sigi Skin<\/figcaption><\/figure>\n

All items are packed in zero-waste packaging, using soy ink for printing and recycled paper. The Idyllic Fields moisturiser<\/a> and Dew Potion essence<\/a> mist have a waterless formula to reduce the use of precious natural resources. Refillable packaging was recently introduced to selected products and the brand is looking to expand the idea to its full collection, too. We also hear Sigi Skin is currently in the process of partnering with 1% for the Planet<\/a>, an international organisation whose members contribute at least one percent of their annual sales to environmental causes.<\/p>\n

\u201cWe create products from a customer\u2019s point of view,\u201d Xenia says. \u201cThere\u2019s a gap in the market and we want to provide effective and quality vegan [and sustainable] skincare products that won\u2019t break the bank.\u201d<\/p>\n

Also, five percent of the proceeds from every Idyllic Fields bottle sold is donated to a pet shelter. It commemorates the passing of Xenia\u2019s golden retriever Dino (you\u2019ll notice his cute illustration on top of every bottle).<\/p>\n

So how did a local skincare brand that aimed to provide its customer with healthy skin turn into an advocate for sustainability and meaningful causes? We chat with Xenia about her challenges and misconceptions about sustainable beauty. She even dishes her favourite ingredients, beauty advice and how the pandemic has changed her mindset about the business.<\/p>\n

Xenia Wong on championing sustainability in the beauty scene<\/h2>\n

Tell us about your first experience with skincare and makeup.<\/h3>\n

I\u2019m a huge beauty junkie! It led me to pursue a beauty course with Jung Saem Mool in Seoul. I realised that the beautiful, glowing skin I\u2019m used to seeing on the screen is not achievable from makeup alone. I [initially] set out to achieve the Korean glass skin look with makeup but soon realised beautiful skin starts with skincare.<\/p>\n

Today, almost every other skincare brand is labelled as sustainable, vegan or clean. What sets Sigi Skin apart?<\/h3>\n

Sigi Skin is all about making beauty fun and approachable. We make products that are effortless, easy and a joy to use in your everyday life. We create products from a customer\u2019s point of view. We don\u2019t shun away from ingredients that are too expensive or hard to source. Quality is something we\u2019ll never ever compromise on.<\/p>\n

\"sigi-skin-singapore-skincare\"
Photography: Sigi Skin<\/figcaption><\/figure>\n

What\u2019s one product you had the most fun creating?<\/h3>\n

That\u2019ll be our bestseller, Dream Capsule<\/a>, an overnight sleeping mask. It was launched in March 2020. We went to great lengths to source the very unique and highly potent ingredients, especially bakuchiol and purslane.<\/p>\n

Bakuchiol is a 100% plant derivative of retinol; it\u2019s suitable for pregnant ladies and people who have sensitive skin. It has all the benefits of retinol without the harsh effects.<\/p>\n

Purslane is usually found in luxury, premium brands. It\u2019s high in omega-3 fatty acids and beta carotene that help to boost collagen production and calm skin inflammation. These ingredients are hard to come by. But we\u2019re glad to be able to combine them in an overnight sleeping mask with a silky texture that sinks in and gets absorbed into the skin instantly.<\/p>\n

The hard work that goes into testing out the countless lab samples and ensuring the packaging is both pretty and hygienic is totally worth it.<\/p>\n

[Our] customers love it as they\u2019re able to see the difference when applying it before they sleep. They wake up with plumped and hydrated skin, smaller pores and lightened scars, as well as an improvement in hyperpigmentation over time.<\/p>\n

How about the most challenging one?<\/h3>\n

Hands down, our multiple award-winning Morning Glow sunscreen. We went through about 30 lab samples over a period of two years to finally perfect the formula and texture of the product. Sunscreen is very difficult to formulate, especially a 100% physical sunscreen that\u2019s not greasy and doesn\u2019t leave a white cast on the skin \u2013 which is a very common issue with sunscreen. Most labs kept telling me it\u2019s impossible as it takes too much R&D. Finally, I managed to find a lab that was able to work with me to create the perfect sunscreen \u2013 a physical sunscreen at SPF 50, PA++++, no white cast and non-greasy!<\/p>\n

We\u2019re extremely pleased with the final product as customers tell us they used to hate wearing sunscreen until Morning Glow. I think that\u2019s the biggest compliment we can ever receive!<\/p>\n

What are your favourite ingredients in skincare?<\/h3>\n

It\u2019d be bakuchiol as it\u2019s such a transformative ingredient, yet very gentle. It\u2019s found in Dream Capsule. Another favourite of mine is polyglutamic acid: it packs a punch in terms of hydration (ten times more than hyaluronic acid). This is found in our daytime moisturiser, Idyllic Fields!<\/p>\n

You\u2019ve discontinued your best-selling eye cream to make Sigi Skin 100% vegan. What ignited your passion for clean, vegan and sustainable beauty?<\/p>\n

I have friends who turned vegan and it\u2019s difficult for them to find quality vegan skincare products. It\u2019s a gap in the market and we want to provide effective and quality vegan skincare products that won\u2019t break the bank.<\/p>\n

What are some challenges you face in championing sustainability with Sigi Skin?<\/h3>\n

The biggest challenge would be packaging limitations. Most packaging don\u2019t have refills as an option and when they do, it\u2019s extremely limited, like jar packaging, which is not hygienic. Most labs don\u2019t recommend us to make refills as they\u2019re afraid of contamination when doing a product transfer. We\u2019re constantly thinking out of the box to find a more sustainable packaging solution as the bulk of our customers are returning customers.<\/p>\n

But we\u2019re happy to share that Garden Party<\/a>, a deep cleansing clay mask, is our first product with refillable packaging! All the packaging of our products can be recycled and all our boxes are made of recycled paper, printed using soy ink.<\/p>\n

Tell us some misconceptions people have about sustainable beauty.<\/h3>\n

One of the misconceptions would be that sustainable beauty ends at refillable or recyclable packaging. It\u2019s more than that \u2013 it also goes back to how you\u2019re sourcing your ingredients, and how often you\u2019re launching new products. Do we really need five different kinds of cleansers? Typically, beauty brands have multiple launches a year to keep things fresh and maintain hype and momentum for the brand. But it might not necessarily be what our skin needs. It\u2019s akin to fast fashion or fast beauty and a lot of waste is created to meet such goals.<\/p>\n

We really want to release a product that truly is a game-changer and different from what\u2019s in the market. On average, we take about two years to launch a single product \u2013 which is also why we just have a total of eight products. We\u2019d rather get things right rather than get things done.<\/p>\n

\"xenia-wong-sigi-skin-2\"
Photography: Sigi Skin<\/figcaption><\/figure>\n

The pandemic has changed all of us in some way. What lessons have you learnt about yourself and Sigi Skin during these last two years?<\/h3>\n

The biggest challenges are in R&D, production and ingredients sourcing. Due to the pandemic, supply chains have been hit quite hard. There\u2019s a shortage of key ingredients that slow down the whole development process. Even packaging has also been slower to produce. As suppliers are rushing to produce hand sanitisers, it has created a shortage of pumps, bottles and other containers needed for other packaging.<\/p>\n

I strongly believe in not pushing out a product just for the sake of it. Even if it takes longer, it\u2019s better to get it right rather than to get it done. We want a product to be everlasting, not just because it\u2019s a fad.<\/p>\n

What\u2019s the best beauty tip you\u2019ve received?<\/h3>\n

Don\u2019t skip sunscreen! That\u2019s why I wanted to launch a brand with a sunscreen even though it\u2019s one of the toughest things to formulate.<\/p>\n

Any advice to someone who wants to start their own beauty line?<\/h3>\n

The brand name should be fun and prominently placed on the packaging. Social media has really been helpful for our business. We find that when someone snaps a picture and posts it on social media, our brand name is easily noticed. This helps with marketing as it creates a sense of curiosity amongst buyers.<\/p>\n

Finally, what are your goals for Sigi Skin in 2022?<\/h3>\n

To stay true to our slogan \u2013 Your Skin\u2019s Happy Place. We want to be that friend you turn to for skincare advice. When we started Sigi Skin, we wanted to put the customer first. So we always planned to be direct to the consumer instead of the traditional way of landing a huge stockist. It allows us to cultivate an intimate relationship with our consumers and to build a community, creating a two-way conversation instead of a top-down approach. We also hear feedback directly as it allows us to act on it quickly. Sometimes it might even lead to a new product launch!<\/p>\n

Is she hinting at a new product? We\u2019ll have to stay tuned to find out! We\u2019re certain it\u2019ll live up to Sigi Skin\u2019s ethos.<\/p>\n","protected":false},"excerpt":{"rendered":"

I vividly remember the launch of Sigi Skin about three years ago. The multi-tasking local skincare brand spotlights superfruit ingredients like avocado, kale and matcha in a fun, fresh and vibrant packaging. But beyond the outer packaging, what caught my attention was Sigi Skin\u2019s promise to be transparent with its ingredients and practices. As a […]<\/p>\n","protected":false},"author":106162,"featured_media":249930,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false},"categories":[19956],"tags":[123182],"acf":[],"yoast_head":"\nSigi Skin on being an advocate for sustainable beauty | Honeycombers<\/title>\n<meta name=\"description\" content=\"What does it actually mean to be a sustainable brand? 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