Great ideas often start with a passion. For Kendra Liew, her interest in natural skincare bloomed when she got into the habit of concocting natural beauty formulas with ingredients from her mother's kitchen.

Driven by her interest in natural skin care, the 29-year- old made it her mission to promote all- organic ingredients in beauty products with her own skin care line, Katfood.

In a sector inundated with mass-produced cosmetics made with synthetic chemicals, Katfood is putting the spotlight back on the power of organic ingredients with its apothecary-style products.

Motivated by the overwhelmingly positive response on her products with favourites such as cocoa dry shampoo, lemon lip balm, espresso body scrub and natural oil-based makeup remover, Kendra made a decision to leave her career in law to fulfil a niche in the local beauty scene with an affordable natural skincare option.

The gambit paid off. What started as a passion project is now a burgeoning cosmetic company and Singapore's most awarded independent beauty brand. Guided by her philosophy for creating Katfood, Kendra eschews the bottom-line in favour of educating the public on the transformative powers of organic skincare.

With the use of premium all-natural ingredients, Katfood is advocating the belief of going back to a chemical-free skincare to the masses - one bottle of moisturiser at a time.

Kendra is what clothing label G2000 would call a Gen 2: a breed of worker who works for more than material success; someone who Works for Values.

G2000's new Work for Values campaign pays homage to individuals in Asia who adds value to what they do every day, with hopes that this will inspire and encourage the younger generation to strive for more, beyond monetary gains.

This is the third of a three-part video series brought to you by G2000. Apparel by G2000.

Watch the first and second videos too.

In the video, Kendra wears: