KEW ORGANICS

(From left) Key Organics Divinely Gentle Micro Exfoliant, $61.60; Total Restorative Eye Essence, $81.65; Sensitive Skin Rescue Cleanser, $160.75

omegrown natural or organic skincare isn’t hard to come by. SG organic makeup, on the other hand, is a rarer thing.

Liht Organics entered the scene in March 2019, and in four months, it snagged a three-year contract with a large Middle East retailer. If not for the pandemic, it would have rolled out in 70-odd stores there by now.

The reason for its breakout hit status? High performing makeup that has great colour payoff and lasting power, yet is safe on skin. Its smudge-proof Dusk To Dawn Liquid Liner and lightweight Youth Elixir Liquid Foundation are award winners, while its liquid lipsticks and glosses deliver punchy colour, not a mouthful of chemical nasties.

Says founder Nerissa Low: “I want Liht to be seen as glamorous because I want it to catch everyone’s attention. This is why we put so much emphasis on product quality and performance to ensure they function as well as, if not better than, chemical-based makeup.”

Ht has earned a reputation for handcrafted synthetic-bristle brushes that deliver the luxurious soft feel of baby rabbit fur without involving any animals. And with growing cachet comes opportunities for collabs with big players that result in more exciting offerings.

Last June, 13rushes partnered with Sanrio for a Gudetama-themed brush collection that included accessories like makeup sponges, pouches, fake eyelashes and soap. The soap was formulated by Chemical Life Science students from Singapore Polytechnic and the University of Economics Ho Chi Minh, and then handcrafted by Vietnamese farmers from Cu Chi Village.

Founder Tay Yu Hui says: “Recently, we also worked with a top Indonesian cosmetics brand, Esqa, to come up with a vegan cheek palette and brush bundle. It was a good chance to introduce our brand to new markets.”

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