Welcome to the world of beauty redefined by The Feisty Chick, a homegrown sensation in the realm of cosmetics that encapsulates the vibrant spirit of Singapore. With a deep-rooted commitment to celebrating individuality and embracing diversity, this local beauty brand has quickly risen to prominence, capturing the hearts of makeup enthusiasts and skincare aficionados alike. Infused with the energy of the city-state’s dynamic culture, The Feisty Chick dares to challenge conventional norms and empowers individuals to express their true selves through an exciting array of high-quality, innovative beauty products. From their captivating shades to their nourishing formulations, The Feisty Chick is more than just a brand; it’s a movement that celebrates the bold, the beautiful, and the feisty in each of us.

Read our full interview with #GIRLBOSS, Si Ting, and prepare to get hella inspired!

As a corporate lawyer turned entrepreneur, what inspired you to transition into the cosmetics industry specifically, and what challenges did you face during this transition?

Currently, I am still working as a corporate lawyer. 

When I first started out my journey with The Feisty Chick brand, I wanted to address gaps in the beauty industry by having effective and efficient cosmetic products! Back then, I had difficulties finding an eyeliner formula that did not leave me with “panda” eyes at the end of the day! Also, I noticed that many girls skipped using eyeliners because of the difficulties in drawing well-balanced wings. This inspired me to work on an eyeliner formula that is smudge-proof and waterproof and to develop the brand’s hero product – The Feisty Chick Winged Liner Set – which allows users to achieve flawless wings by simply stamping on wings! 

The Feisty Chick’s success is attributed to its ability to understand and cater to the unique needs of modern-day working women. How do you stay connected to your target audience and continuously identify their evolving needs?

We make it a point to set up pop-up stores from time to time to engage with our customers. Also, market research and conducting surveys definitely help us to understand our target audience more. Engaging with the beauty community such as makeup artists also helped us gain deeper insights into the wants of modern-day women. 

Your award-winning winged liner sets have gained significant popularity and recognition in the cosmetics industry. Can you share the story behind the creation of this product line and how it has helped working women save time while enhancing their confidence?

As ladies, we all know how challenging it is to draw well-balanced wings – and more often than not, wings would turn out wonky, with one side being higher than the other or one side being longer than the other. Worse still, having wonky wings may end up ruining the entire eye makeup if eyeliner is incorporated as the last step of the eye makeup routine. This has caused a lot of ladies to shun using eyeliner and other eye makeup products altogether. 

The Winged Liner Set aims to resolve this issue by empowering women to achieve perfect wings in 2 easy steps – stamp, line and ready to go! The Winged Liner Set consists of 2 products – the wing stamps (for left and right eyes) and a felt tip liner. With the wing stamps in place, all you need to do is to connect the wings back to the lash line to complete the look! The Winged Liner Set has thus boosted many ladies’ confidence in becoming bolder in experimenting with new eye makeup looks, now that they could achieve flawless wings easily! 

Empowering women seems to be a core value of The Feisty Chick. How do you ensure that this value is reflected not just in your product offerings but also in your company culture and overall mission?

We believe in helping ladies in all walks of life in becoming the best versions of themselves! As such, The Feisty Chick is active on women empowerment platforms and supports causes that help women build their confidence – for instance, we are proud to have collaborated with “Daughters of Tomorrow” through our beauty ambassador. 

We also believe in the power of collaboration and have also worked with other businesses run by girl bosses for cross-marketing efforts! 

Cosmetic products often face a high level of competition. What marketing and branding strategies did you employ to differentiate The Feisty Chick from other brands and establish it as a forefront leader in the industry?

We focus on creating innovative makeup tools that address the concerns of our target audience to stand out from the rest! For instance, every product is developed with the concept that you can save time using this makeup tool – for example, the Winged Liner Stamps allow you to achieve perfect wings in 2 easy steps; the Browslayer Pencil offers powdery-looking eyebrows without the need of applying any additional products; you can use the Colour Reset to remove colours from your makeup brushes without the need to wash and dry them! 

In addition, a lot of international brands do not zoom in to cater to the particular needs of the Asian market. The wing stamps, being registered designs of the brand, have been specifically created at a certain length and thickness for Asian eyes – so whether you have single eyelids, double eyelids or hooded eyes, you will find that The Feisty Chick wing stamps will fit nicely on your eyelids! 

The beauty industry has witnessed various trends and shifts over the years. How do you stay ahead of the curve, ensuring that your products and offerings remain relevant and innovative in this ever-changing landscape?

Rather than jumping on every beauty trend, The Feisty Chick believes in creating and developing makeup tools that stay relevant through beauty trends! In other words, we love to support our babes to try out different makeup trends with the aid of The Feisty Chick makeup tools! 

Being an entrepreneur involves taking risks and overcoming obstacles. Can you share a pivotal moment or challenge you faced while building The Feisty Chick and how you navigated through it?

Definitely! The Feisty Chick was in its start-up phase when Covid hit. This has inevitably caused us to rethink our product line and how to stay relevant during the Covid phase when everyone was working from home and practicing social distancing. During this period, there was also a drop in demand for makeup products since people were not going out as often. As such, we rethought our business strategies and product line and moved towards creating tweed masks which come in different colours and are also sustainable, to continue to help ladies look effortlessly great during the Covid period! Given that ladies would still focus on the eye makeup while being masked up, we had also pushed out a combination of tweed masks and Winged Liner Set to address the needs of our customers during the Covid period.

Your brand aims to help working women achieve flawless looks effortlessly. How do you strike a balance between offering time-saving solutions and maintaining a focus on enhancing natural beauty?

As you can see, our focus is on creating fundamental tools which enhance the natural beauty of our customers! For instance, the Perfect Complexion Sponge aims to help ladies get that flawless foundation on quickly. The Browslayer Pencil helps ladies get that powdery (embroidered eyebrow) effect in seconds in a single step. The message we want to convey is not telling our customers that you need a lot of makeup before you can look great – “you are already gorgeous”, and we are here to help you enhance your features with a little help from us! In fact, the whole idea of creating time-saving makeup tools is so that ladies can take the time spent doing makeup to focus on the activities they have planned for the rest of the day!

As The Feisty Chick continues to grow and expand, what exciting new products or projects can your customers look forward to in the near future?

We are currently researching and developing products with a focus on enhancing the natural beauty of ladies – and this includes launching skincare products in the future. 

How has your e-commerce journey on Shopee been and how has Shopee helped you reach new customers and accelerate the growth of your brand? What are The Feisty Chick’s bestsellers on Shopee? 

Shopee has been amazing in helping The Feisty Chick reach out to ladies in Singapore! We love that Shopee caters to the different needs of its consumers – for instance, the beauty campaigns definitely helped to attract ladies to discover and be exposed to various beauty brands on the Shopee platform. Also, we are happy that the platform is easy to navigate and reviews of products are readily accessible to everyone so users can be well-informed of the performance of the products they intend to purchase – this has definitely helped to propel sales. The Feisty Chick bestsellers would be the Winged Liner Sets and Browslayer Pencils!