The Scent of LOVE, THEN AND NOW
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
The fragrance that captured the essence of love gets an update.
“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.
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.