Her World Singapore

First Singapore... then the US, China, Germany, Dubai, UK, South Korea, Malaysia, Hong Kong, Thailand, Australia

Purposeful Skincare by Allies

THE BRAND

A play on the term “public service announcement”, the brand, an offshoot of home-grown cult brand Allies of Skin, launched in March 2020. “PSA is our Gen-Z and millennial-focused line driven by clean, efficacious formulas,” says founder Nicolas Travis.

That means a vibe that’s youthful and fun, prices that are pocket-friendly, and clean formulas.

Its six products (cleanser, toner, two serums, mask, and night oil) are all under $58. And the formulas contain superfoods, peptides, vitamins and antioxidants, but without potential irritants like alcohol, essential oils, sulphates and so on.

THE STRATEGY

Instead of launching in Singapore, then in other countries after, PSA went full on into Sephora Malaysia, Thailand and Hong Kong at the same time.

Travis says that PSA took two years to develop and is a collab with Sephora Asean, hence, its hard deliver-by date.

Two months later, in

You’re reading a preview, subscribe to read more.

More from Her World Singapore

Her World Singapore3 min read
Yes, I Think I Really Can Have It All
“I want it all.” “I feel guilty.” “I have it all.” “I can’t do it all.” Can working mothers effortlessly balance the motherhood see-saw while fulfilling career aspirations? Is “having it all” a mindset, and do we lie to ourselves thinking we have eve
Her World Singapore2 min read
Add To Cart
Fans of Blackpink’s Jisoo will be pleased to know that they can cop the Susan Fang floral dress she wore in the music video for her debut solo single Flower. For her collaboration with & Other Stories, the London-based Chinese designer wanted to incl
Her World Singapore2 min read
How A Mentor Helped Me Become A Better Leader
In 2022, I was asked to manage a team of five creatives at work. Simultaneously thrilled and petrified, I teetered between the euphoria of the added responsibilities, and the fear of making mistakes as I did not have any management experience. I was

Related Books & Audiobooks