Pandemic e-commerce boom helps Sigi Skin find early success

FRUSTRATED with the complex multi-step routines touted by many Asian skincare brands, Xenia Wong started Sigi Skin in 2018 to provide customers with a simpler, yet equally high-quality alternative.

“I realised that a lot of (brands) have a lot of skincare steps, which makes it confusing,” she said. “It makes it hard for anyone to really build a consistent skincare routine.”

Instead of pushing out many products swiftly, Sigi focuses on perfecting the formulas for specific product types before launching them.