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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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