Buckle up, Sigi Skin is here to throw shade at your skincare routine! Tired of all the fluff and empty promises? Well, say hello to your new skincare soulmate. Sigi Skin isn’t just another brand – it’s the sidekick your skin has been begging for. With a no-nonsense attitude and a lineup of products that mean serious business, they’re all about results without the skincare sorcery. Ditch the confusion and embrace the simplicity of Sigi Skin as they redefine skincare with killer formulations. So, whether you’re a skincare novice or a seasoned pro, read on to find out more about this home grown brand from Xenia Wong, the founder of Sigi Skin herself!

Interview with Xenia Wong, Founder of Sigi Skin

Can you share the story behind the founding of Sigi Skin and what inspired you to create a skincare brand focused on superfood-infused products?

It all started when I was in Seoul pursuing beauty courses. I realised that the beautiful, glowing skin that I am used to seeing on screens is not achievable from makeup alone. I set out to achieve the Korean glass skin look with makeup but soon realised that beautiful skin starts with skincare. For Sigi Skin, we believe that instead of releasing multiple launches in a year, we really want to release a product that truly is a game-changer and different from the market. Hence, we took about 2 years to launch a single product on average, which is why we have a total of 11 products as of now. We believe in getting things right rather than getting things done. For example, one of our bestsellers is Dream Capsule, an overnight sleeping mask. It was launched in March 2020.

We went to great lengths to source the very unique and highly potent ingredients, especially bakuchiol and purslane. Bakuchiol is a 100% plant derivative of retinol, hence it is suitable for pregnant ladies and people who have sensitive skin. It has all the benefits of retinol without the harsh effects. Purslane is usually found in luxury, premium brands which are high in omega-3 fatty acids and beta carotene that help to boost collagen production and calm down skin inflammation. These ingredients are hard to come by and we are glad to be able to combine such ingredients in an overnight sleeping mask with a silky texture that is able to sink and absorb into the skin instantly. 

The hard work that goes into testing out the countless lab samples and ensuring the packaging is both pretty and hygienic is totally worth it. Customers love it as they are able to see the difference when applying it before they sleep. They wake up with plumped and hydrated skin, smaller pores and lightened their scars; as well as an improvement in hyperpigmentation over time. 

You mention that it takes time to perfect your products and launch them only when they have reached perfection. Can you describe the research and development process that goes into formulating a new product?

It took about 2 years for Sigi Skin to launch.  A lot of R&D was involved, hence we only started with 3 products. We take pride in our formulations and we will only launch a product once we think it’s perfect. There were of course challenges, such as getting business partners and suppliers to take me seriously as I was much younger than most skincare business owners. Also, finding an R&D lab that actually sits down to listen to you and tries its best to formulate the actual product is tough. I spoke to over 20 labs, and most of them tried to pass me ready-made formulas that they were producing for bigger established brands. But we wanted to be better and different!

Thankfully there were a few labs that were able to align with Sigi Skin’s brand vision, creating products with a difference that actually benefit your skin’s health. Take for example our multiple award-winning Morning Glow sunscreen. We went through about 30 lab samples over 2 years to finally perfect the formula and texture of the product. Sunscreen is very difficult to formulate, especially a 100% physical sunscreen that is not greasy and doesn’t leave a white cast on the skin, which is a very common issue with sunscreen. Most labs kept telling me that it is impossible as it takes too much R&D. However, I managed to find a lab that was able to work with me to create the perfect sunscreen. We had amazing press coverage from our initial launch and people were curious about the brand and its usage of clean superfoods and pretty packaging, it was a good place to start for us.

Sigi Skin takes pride in uncompromising integrity. How does this core value translate into the way you source ingredients and manufacture your products?

One thing I strongly believe in is to not push out a product just for the sake of it. Even if it takes longer, it is better to get it right rather than to get it done. We want a product to be everlasting, not just because it is a fad. 
Due to the pandemic, supply chains have been hit quite hard. There was a shortage of key ingredients that slow down the whole development process. Even the production of packaging was slowed down. As suppliers are rushing to produce hand sanitisers, it created shortages of pumps, bottles and other containers needed for other packaging. This was one of the reasons why we had to delay our upcoming new launch from last October to this coming March to source for a particular ingredient.

Your brand emphasises the importance of a stress-free and convenient skincare routine. How do you ensure that your products are easy to incorporate into people’s existing routines while still being effective?

Sigi Skin is all about making beauty fun and approachable. We make effortless products that are easy and a joy to use in your everyday life. We believe that skincare should be fun and easy to approach hence our slogan “Your Skin’s Happy Place”. We want to make every touchpoint happy and fun, and of course, high quality and effective formulations and packaging convenience are key for us. We made sure all aspects of the brand are fun to use, and fun to look at; and the textures and products all have to work to truly bring your skin to its happy place because this is what keeps our Sigi Skin customers coming back.

One of the unique aspects of Sigi Skin is the use of airless packaging. Could you explain why this choice is crucial for ensuring the effectiveness and longevity of your products?

The use of airless packaging is a crucial and unique aspect of Sigi Skin that plays a significant role in ensuring the effectiveness and longevity of our products. It helps to preserve product integrity as air exposure can cause certain ingredients to degrade over time, leading to a loss of efficacy. It also helps to reduce contamination risk, as other traditional packaging with jars can introduce contaminants when exposed to air or touched by fingers. This is why we insist on using airless packaging as it is crucial for our products’ performance. 

As a locally based award-winning brand, how does the community and local culture influence the development and identity of Sigi Skin?

Our products address common skin concerns faced by Singaporeans, such as hyperpigmentation, uneven skin tone, and dehydration due to the hot and humid weather. Sigi Skin’s formulations are tailored to combat these challenges effectively.

The combination of superfood and scientifically proven ingredients is intriguing. Can you provide an example of how this combination works synergistically in one of your products?

We have combined the best of both worlds to offer consumers a single serum that provides a wide range of skin benefits, eliminating the need for multiple serums. Our latest launch, Daylight Oasis, is a medical-grade vitamin C serum enriched with 15% L-Ascorbic acid, the most potent form of vitamin C known as the king of antioxidants. Unlike many other brands that avoid using L-Ascorbic acid due to its quick oxidation, we are committed to delivering the best to our customers.

Therefore, we invested considerable time and resources into creating custom packaging that slows down oxidation while extensively researching the formula.

To enhance the effectiveness of the serum, we have incorporated medical-grade exosomes, a groundbreaking carrier that facilitates the efficient delivery of L-Ascorbic acid deep into your skin.

Daylight Oasis goes beyond ordinary vitamin C serums by also harnessing the power of superfoods like turmeric and fucoidan. These ingredients work synergistically to brighten the complexion and combat free radical damage.

This product has quickly become one of our best sellers because it caters to those new to vitamin C or with sensitive skin. Thanks to the combination of scientifically proven and superfood ingredients, our serum not only delivers exceptional results but also calms the skin during use.

With the emphasis on empowering consumers with skincare knowledge, how does Sigi Skin educate customers about the importance of consistent skincare habits and their impact on achieving happy and healthy skin?

At Sigi Skin, we strongly believe in empowering consumers with skincare knowledge to help them achieve happy and healthy skin. We are committed to educating our customers about the importance of consistent skincare habits and how these habits can positively impact their skin health. We do that daily on our social media such as Instagram, TikTok and we have a blog on our website that is updated twice a week. We typically share information, tips and tricks on skincare and also how certain habits might take a toll on our skin. 

From these, customers can have a conversation with us and we are more than happy to share with them good skin care practices. 

Being entirely self-funded gives you the freedom to create products without external pressures. Can you share an example of a product or innovation that emerged because of this creative freedom?

We do have interested investors but we choose to be entirely self-funded for now as this gives us the creative freedom to develop products without external pressures. 

An excellent example of an innovation that emerged due to this creative freedom is our Daylight Oasis Vitamin C serum. This product took nearly three years to develop, and we invested in custom packaging, which was a substantial expense. To ensure the serum’s efficacy and slow down oxidation, we decided to air-ship our entire stock of vitamin C. While air-shipping is significantly more costly than sea shipping, we made this choice to deliver the best quality product to our customers.

This level of dedication and commitment to excellence might have been challenging to achieve with external investors. However, we value the trust our customers place in us, and we take that trust seriously. Therefore, we are willing to make decisions that prioritize product quality and customer satisfaction over short-term financial gains.

Korea is known for its innovative beauty industry. How has being sourced from Korea influenced the way you approach skincare formulations and product development at Sigi Skin?

We decided to establish our research labs and manufacturing production in Korea due to its global reputation in the cutting-edge beauty industry and its innovative ingredients. Many prominent Western brands are also shifting their manufacturing operations to Korea, recognizing the country’s prowess in the beauty sector.

Korea boasts the most advanced and forward-thinking practices in the beauty realm, making it a prime location for our skincare endeavours.

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 Sigi Skin’s bestsellers on Shopee? 

It has been very rewarding, we definitely do see that Shopee shoppers are loyal to the platform. Shopee does specific campaigns such as Beauty Bonanza and their Shopee beauty programme that definitely drive traffic to our Shopee store. 

Our best sellers on Shopee are our multi-award winning Kaleanser, Tea-Tox sheet masks and Dew Potion essence mist!