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Local Beauty Heroes: 5 Minutes With Kendra Liew Of Katfood

Affordable and all-natural skincare

By Samantha Francis

Your beauty solutions are closer to home than you know. With more local skincare and makeup brands popping up in the market, we now have more options than ever. Looking for something organic or fuss-free? These brands have one trait in common — they’re made to suit Asian skin. In our series, Local Beauty Heroes, we take a closer look at a few of these homegrown brands.


Katfood’s products are all natural and chemical-free.

Founder Kendra was inspired to start Katfood as she felt there was a lack of affordable natural skincare options in Singapore.

The beauty brand firmly believes in only putting on the skin what they feel safe putting in their mouths. The products are all natural and chemical-free, with ingredients such as cocoa powder, beeswax, coconut oil and more.

1. What inspired you to start the beauty brand? And why?

Many existing products contain too many synthetic chemicals and filler ingredients such as water and alcohol, and too little quality ingredients.
Today’s consumers are sophisticated and discerning, and are looking for products that actually deliver what is promised.

2. How do you think homegrown beauty brands compare to international beauty brands, and why?

While international beauty brands have vast amounts of resources at their disposal to create attractive products and great marketing, local beauty brands have the advantage of being simpler and more relatable, and are able to forge closer relationships with the customer and in turn be more responsive to the sentiments and demands on the ground.

3. Share one skincare/beauty tip with our readers.

A simple lemon goes a loooong way! Rub your face with the outside of a lemon peel for a gentle exfoliation and use the juice in your homemade face masks to give your skin a glow.
Don’t forget to use lemon only at night, as it can increase your skin’s photosensitivity in the day time!

All About That Face Foaming Facial Wash contains 30% organic raw honey to nourish the skin as it cleanses.

We love: John Lemon Lip Balm ($9.90), All About That Face Foaming Facial Wash ($24.90)

Not only is John Lemon Lip Balm their very first product, it is also one of the most well-loved.
With natural ingredients like beeswax, coconut oil, olive oil, honey and Vitamin E oil, it nourishes dry lips with a light finish. We’re also a fan of the yummy honey lemon scent.

All About That Face Foaming Facial Wash contains 30% organic raw honey to nourish the skin as it cleanses.

Being all-natural and chemical-free, the facial foam is great for daily use and does not strip your skin of its natural oils. It leaves your skin softer and healthier in the long run.

Available on www.ilovekatfood.com