"Singaporeans are more discerning now. They no longer want a one-size-fits-all product they can buy off the shelf. Handmade products are something different from mass brands and customers appreciate the care and thought that have been put into making the products," she says, adding that Singaporean shoppers are more confident in their decisions now.
"With more exposure through travel and the Internet, we don't have to always rely on big-name global brands. We are more willing to try smaller niche labels."
The made-in-Singapore stamp, she says, is also more highly regarded now with the success of local brands such as skincare label Skin Inc and eyebrow-grooming chain Browhaus.
"These new small local labels might not have survived 10 years ago, but as more Singapore brands make their mark and become successful globally, it helps consumers become more accepting of home- grown brands," says Dr Ang.
Founders of skincare labels say it also helps that consumers are now more inclined towards natural and organic products.
Ms Sara Soong, 40, founder of home-run skincare label Ress, says: "I have customers who are more discerning and socially conscious. They are deliberately looking for all-natural ingredients in their skincare products."
The former education officer at a school started Ress in April last year. The label's key ingredient is pandan and products include a pandan leaf scrub ($35), a body lotion with pandan and avocado ($35) and massage balms with pandan, rosemary and basil ($24).
Besides the personal touch, these made-at-home products tend to also be more affordable. Equivalent all- natural products from global brands typically cost 50 per cent more.
Being able to run their businesses from home also gives these entrepreneurs flexibility.
Founder of organic skincare label BalmBeBee Nur Hidayah Shahrudin, 30, says running the business from home means she can look after her twin four-year-old sons.
"I started BalmBeBee because I needed the flexibility to work from home so that I can care for my twins through their growing years. I can start and finish work whenever I am done with mummy duties," she says.
BalmBeBee was founded in August last year and carries products such as body scrubs ($15), all-in-one hair and body wash ($15) and lip balm ($5).
A check with the Health Sciences Authority (HSA) found that the making and selling of homemade cosmetic products is allowed and the onus falls on business owners to make sure the products are safe for use. However, the businesses have to comply with HSA regulations, including sticking to permissible ingredients and notifying the agency before selling any cosmetic products.
Brands must also label their products with an ingredient list, batch numbering as well as the name and address of the individual or company responsible for the product.
But consumers should still exercise caution, says an HSA spokesman. "Consumers should purchase such products from reliable and reputable sources, and check that the products have adequate information on their labels."
When contacted, the Consumers Association of Singapore says no complaints involving homemade beauty products have been made in the last two years. However, its executive director Loy York Jiun says customers "should do their homework before making any purchase".
"If in doubt, consumers should first apply the product on a small area of their skin to check for allergic reactions. If an allergic reaction occurs, consumers should stop use and seek medical attention," he says, adding that the outcomes from the use of such beauty products vary from individual to individual.
For Ms Aisha, the idea for WhiffLove came from her experience with using natural beauty products. She turned to such items when her skin dulled and she started losing hair in 2014 - the result of the stress she felt doing shift work at the hospital.
"My late mother was enthusiastic about natural remedies and always encouraged me to use natural solutions. So when I started losing hair and getting bad skin, I tried using things from the kitchen to help."
She also tried off-the-counter skincare and went to a hair treatment clinic, but to no avail.
"When I tried making my own natural remedies, like using apple cider vinegar to rinse my hair or an egg white-and-honey mask for my skin, I found that they worked for me," she says. She makes about $3,000 a month from selling her products online (madewhifflove.com).
"My hair did not fall as much and my skin improved. So I just got really into it."
Soaps with herbs and fruit