Singapore beauty brands unite!

I have spent the last 6 years of my life in the tech startup scene; and a huge part of it was in the tech startup scene as an intern in a tech development firm, an investment associate in a tech startup investment firm, and a founding team member of an edu-tech startup.

One thing I've learnt from the tech startup industry is the collaborative nature of it from open communities, co-working spaces, and even open-source codes and free softwares.

This has undoubtedly helped to spur the industry to grow at an unprecedented pace over the last few years, putting Singapore very quickly (and largely) on the global tech startup map.


So a couple of months ago I had this big audacious idea: could I put Singapore on the global beauty map as well by creating a similarly close-knit and collaborative community of beauty entrepreneurs right here in Singapore?

It was a passion project (and still is) so I haven't been able to do much but I managed to organise a mini-beauty convention with the idea that it could be a marketing event to just let other Singaporeans know that local beauty brands actually exist.

The reception from the public was, unfortunately, not that great. And I blame myself for probably not marketing the event well enough. But the connections and networks between the beauty brands at my convention was just plain awesome!

Two of the companies organised a trip up to the Malaysians Beauty Expo together and for myself I managed to connect with local lipstick brand INGA to release a collaboration collection!

I hope that this will be the first of many more collaborations that local beauty brands can do to help each other grow to the next level. Every single beauty founder I met at the beauty convention had been working in silo, on their own, for years! Most have maintained at the 'family business' stage where they are still making small batches and selling their products on their own through bazaars, events and their own online stores. Most don't have employees and mainly rely on help from family and friends.

Now Nail Deck is far from being a stellar success yet and to be very honest it's also still stuck in this 'family business' stage but I do hope that by working on building this community, I can help both others and myself!

If you want to support TWO local beauty brands, get a bunch of great quality nail lacquers and lipsticks catered to the Asian skin and climate, shop our Christmas Special collection here!

Daryl Chew