Hype Beauty: The E-tailer for Cru­elty-free Cos­met­ics It’s no fun watch­ing an animal-test­ing video. It grossed out friends Katrine Zhang and Natalie Lim so much that they started the on­line shop in April this year for cred­i­ble animal-friendly beauty brands

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“Find­ing crueltyfree beauty prod­ucts is more than just look­ing for bunny sym­bols on the pack­ag­ing,” says Katrine Zhang (above right), 28, co-founder of Hype Beauty, and a free­lance makeup artist. “There are brands that are reg­is­tered with or­gan­i­sa­tions such as Leap­ing Bunny, Choose Crueltyfree, and Peta, yet don’t show the cru­elty-free sym­bol as they have to pay a fee to dis­play the logo on their prod­ucts.”

Aside from mak­ing sure the brands they carry are cru­elty-free, “we test ev­ery prod­uct to make sure it is good and ef­fec­tive be­fore we im­port it for re­tail”, says Natalie Lim, 27, the land in­vestor ser­vice ex­ec­u­tive who also han­dles prod­uct sourc­ing.

Even Roy Ong, 26, a friend and se­nior banker who was roped in to take charge of the com­pany’s fi­nances, is not spared “Kat’s and Nat’s rig­or­ous prod­uct test­ing pro­to­cols”.

Lim also does the mar­ket­ing. “I re­search beauty trends and what peo­ple are look­ing for when they buy prod­ucts, to help us bet­ter market our­selves.”

Hype­beauty. net car­ries prod­ucts from eight cult-favourite brands: The Or­di­nary, Milk Makeup, Ob­ses­sive Com­pul­sive Cos­met­ics, Gir­lac­tik, RCMA, Beauty Bak­erie, Colour­pop and Anas­ta­sia Bev­erly Hills.

Not stock­ing the full ranges hasn’t af­fected busi­ness: four big ship­ments have come and gone since they started op­er­a­tions six months ago.

– KT

RCMA No-colour Pow­der ($24) is a translu­cent loose pow­der.

The Or­di­nary AHA 30% + BHA 2% Peel­ing Solution ($15) is a DIY acid peel for acne-prone skin.

Milk Makeup Blur Stick ($65) is a sil­i­cone-, oil- and tint-free mat­ti­fy­ing makeup primer for all skin tones.

Beauty Bak­erie Lip Whip ($30) is a wa­ter­proof liq­uid lip­stick that has gar­nered a huge fol­low­ing on­line. Users rave about how budge­proof the colours are.

Ob­ses­sive Com­pul­sive Cos­met­ics Lip Tar ($26) is an in­tensely pig­mented liq­uid lip­stick with mois­tur­is­ing hemp oil and vi­ta­min E. It’s 100 per cent ve­gan, and free of glutens, sil­i­cone and syn­thetic preser­va­tives.

Gir­lac­tik Star Gloss ($29) is a lip gloss with sheer to shim­mery shades to give lips that ex­tra sparkle.

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