Microbiome beauty brand Sage & Ylang shifts strategy to target niche beauty market

Singapore-based Sage & Ylang was established 2018 by Irene Chong, a former registered nurse turned skincare formulator.Last yr, the brand debuted its microbiome-friendly skincare vary that was developed in collaboration with the Agency for Science, Technology and Research’s (A*STAR) Institute of Materials Research and Engineering (IMRE).This vary of merchandise have been additionally licensed to be microbiome-friendly by German organisation MyMicrobiome.Up until now, Sage & Ylang had been targeted on a direct-to-consumer (DTC) method, primarily promoting its merchandise by way of its official web site.“From again in 2018, the strategy was primarily targeted on e-commerce. It’s been an ideal time for us, we now have grown our following and right now our repeat price is 80%. That’s an excellent signal that our merchandise have been working for individuals with delicate pores and skin,” ​Chong advised CosmeticsDesign-Asia.​This yr, nevertheless, the corporate has shifted its strategy and is now focusing on the niche beauty section.“Our merchandise usually are not mass-market merchandise, so we’re partnering with niche retailers, on-line and offline, and we now have additionally included the spa channel as effectively,”​ mentioned Chong.As a part of this strategy, the corporate has partnered with the COMO Group, a Singapore-based conglomerate with companies in hospitality, trend, wellness, life-style, and eating.The corporations labored collectively to develop a signature microbiome-friendly facial for its wellness centre, COMO Shambhala Urban Escape. The firm claims that it will be the primary licensed microbiome-friendly facial therapy in Singapore.As a part of this collaboration, Sage & Ylang labored with COMO to develop new unique merchandise that can not be bought off the shelf.“As we manufacture 100% in-house, we’re ready to be fairly nimble and crate very unique merchandise. I believe going on this route with type of a curated spa is true consistent with our strategy,” ​mentioned Chong.2022 and pastIn addition to COMO, Sage & Ylang can be in talks with one other spa firm to create one other unique line. In reality, this yr, growth might be a key space of focus for the corporate.Chong advised us the corporate was eyeing an growth into Malaysia, the US and the UK, the place she believes the brand can fill a niche within the niche beauty market.“We’re doing effectively in Singapore, and we wish to see if we are able to repeat it Malaysia, the US and UK as effectively. Most importantly, we wish it to be a pure plan of action.”​The firm is hoping to discover partnerships with niche beauty retailers in addition to domesticate the brand amongst spas, salons and clinics, mentioned Chong.“We see plenty of potential in Malaysia. And within the US and UK, there’s plenty of consciousness and demand for microbiome merchandise. Given our energy in creating microbiome merchandise, we wish to leverage on that early.”​


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