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Female (Singapore) - - ON THE COVER -

The Cam­bridge dic­tio­nary de­fines “woke” as be­ing so­cially aware, and that’s ex­actly what these new launches aim to do.

It’s en­vi­able how cease­lessly en­ter­pris­ing the Hong Kong-born Chen is. One just needs to look at her CV, which spans ev­ery­thing from cre­at­ing award-win­ning apps to build­ing and scal­ing lux­ury fash­ion and con­sumer tech start-ups. That in­nate just-do-it at­ti­tude is what spurred the 34-year-old on in her lat­est foray: Ev­ery­day, a brand of per­sonal care prod­ucts with the “mil­len­nial touch”, thanks to the cheery and mod­ern pack­ag­ing, and a clean beauty ethos (it uses non-toxic, ve­gan-friendly and nat­u­ral in­gre­di­ents). “When I was preg­nant with my daugh­ter, I was look­ing for paraben- and cru­elty-free al­ter­na­tives to my daily rou­tine, and couldn’t find any­thing in the mar­ket that was clean, af­ford­able and fun,” she says. Launched in the US in June ex­clu­sively at re­tail chain Madewell, the brand is open­ing its Sin­ga­pore e-shop this month. “We want to make typ­i­cally util­i­tar­ian un­sexy prod­ucts cool, so you’d be proud to dis­play them at the front of your bath­room cab­i­net,” she says. Free­dom is: “Hav­ing the con­fi­dence to say and do what you want and be­liev­ing in your­self.”

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