S-E Asian indie beauty brands catch eyes of millennials and major retailers

Everyday Humans relaunched in 2020 to bring out its quirky personality.
Everyday Humans relaunched in 2020 to bring out its quirky personality.PHOTO: COURTESY OF EVERYDAY HUMANS

SINGAPORE - Five months after she debuted her sunscreen-focused skincare label in 2018, Ms Charlotte Chen-Pienaar decided to rebrand it.

It had been doing fairly well in the United States, where the brand launched and was stocked in clothing and lifestyle stores such as Anthropologie, Madewell and Revolve - but not well enough in Ms Chen-Pienaar's book.

Please or to continue reading the full article.

Get unlimited access to all stories at $0.99/month
  • Latest headlines and exclusive stories
  • In-depth analyses and award-winning multimedia content
  • Get access to all with our no-contract promotional package at only $0.99/month for the first 3 months*

*Terms and conditions apply.