TLC x Fempreneurs Series: Madelyn Yeo (Skincalories)

In this special column called the “TLC x Fempreneurs Series”, we will be featuring inspiring Female Entrepreneurs (Fempreneurs) in short. You will be able to have a sneak peek at their mindsets and their daily habits.

Believe in the power of community. On some days when you feel big goals are impossible, or when you feel like giving up, you need to lean on your like-minded community. You can even “borrow” motivation, and in turn “return” with your own inspiring stories to pay it forward.

 

 

Meet Madelyn Yeo (Skincalories)

 

 

 

 

 

Tell us a little about yourself. What is your business/ brand about?

 

My name is Madelyn, and I am the Co-Founder of Skincalories. Being a fitness and skincare enthusiast, I realised that the stress of work and exercise, coupled with sensitive skin caused me to encounter inflammation quite often. This inspired me to develop a formula to help relieve my skin which resulted in the seedling of a business idea that now has grown into a brand that has raked in S$350,000 within its very first year of launch.

Skincalories as a brand draws inspiration from Kpop and Hiphop, with a focus on providing skincare products for people on the move. The team believes that “Glowing skin begins with a happy heart”, and we hope to bring joy to our consumers every day whilst their skin is improving day by day.

 

 

What got you started on your business?

 

In 2018, when I was working as a partner in a wholesale company dealing in Korean Skincare the brands took back their rights after the respective brands became popular and I was deeply stressed by those events. Afterwards, a chance encounter with my friend (and later co-founder) Axl, where we discussed the possibility of creating my own brand which would allow me to control the skincare product formulation, distribution, and overall skin care practices.

 

 

Before you started your business, what did you do on a full-time basis?

 

I was previously an interior architecture designer, which is why my switch over to skincare might be unexpected. I was previously working for Ogilvy in Singapore and had worked on various projects where I reported directly to Ogilvy’s Executive Creative Director (ECD) in Singapore.

 

 

What were some difficulties you faced in your life and how did you overcome them?

 

Work-Life Balance: Having to maintain the rigorous demands of starting and running a business can put a strain on personal life. One of the challenges I face, for instance, is the need to balance the discipline required in my three-hour long fitness routine versus the commitments I have as a CEO of SkinCalories.

What works to overcome this challenge is to wake up at 5 am every morning to begin my fitness routine before moving on to the rest of my day.

 

 

 

 

Who inspires you?

 

The design of Karim Rashid inspires me with its futuristic aesthetics, organic shapes, and vibrant colors. His innovative approach to form and function demonstrates how everyday objects can be transformed into extraordinary experiences. This inspiration translated to the packaging design of my skincare product by incorporating sleek, fluid lines and bold, eye-catching colors. The packaging not only looks modern and stylish but also reflects the advanced, high-quality nature of the product inside. This approach aims to provide an engaging and memorable experience for the consumer, much like Rashid’s designs.

 

 

What excites you most about your industry?

 

The skincare industry is exciting due to constant innovation, personalized skincare solutions, and the integration of advanced technologies like AI and biotech. Trends such as sustainable beauty, clean ingredients, and inclusivity are also driving interest and growth.

Creating an anime makes the industry even more exciting by merging pop culture with skincare, appealing to younger audiences, and enhancing brand engagement. Anime characters can embody the brand’s values, narrate compelling stories, and create emotional connections with consumers, making skincare routines fun and relatable.

 

 

What is your vision / personal motto?

 

“Glowing skin begins with a happy heart” as it highlights the connection between emotional well-being and physical appearance, particularly skin health. Stress, anxiety, and negative emotions can negatively impact skin, leading to issues like acne, dullness, and premature aging. By prioritizing mental and emotional health, such as thorough self-care, mindfulness, and positive relationships, individuals can promote better skin health, achieving a natural, healthy glow.

 

 

 

 

What have you learned recently that you hope the other ladies can take back?

 

Dealing with family members can significantly impact mental health, teaching valuable lessons about boundaries, communication, and self-care. It’s crucial to establish healthy boundaries to protect one’s well-being and prevent burnout. Open and honest communication can help resolve conflicts and foster understanding. Additionally, prioritizing self-care and seeking professional help when needed are essential steps in managing stress and maintaining mental health. These lessons highlight the importance of taking proactive measures to balance family dynamics and personal well-being.

 

 

What do you do in your free time as self care? How do you unwind?

 

Since I was 17, I was a fitness enthusiast and to this day, 17 years later, I always head to the gym to start out my day at 5am.

 

 

How do you think you can help ladies to feel confident and empowered?

 

Prioritize Self-Care: Make time for skincare routines as a form of self-care. It’s not just about appearance but also about taking a few moments for yourself each day.

Use Stress-Relieving Products: Incorporate products with calming ingredients like lavender or chamomile to help manage stress.
Embrace a Healthy Lifestyle: Regular exercise, a balanced diet, and adequate sleep are crucial for overall health and well-being.
By integrating these practices into their daily routines, ladies can manage their stress better and maintain healthy, radiant skin.

 

 

 

 

 

What is one thing you are grateful for?

 

As a skincare founder, I am immensely grateful to be in a business-friendly country with ready access to funds. This supportive environment has enabled me to develop innovative skincare products aimed at empowering women. With the resources and opportunities available, I can focus on creating solutions that enhance women’s confidence and well-being, contributing to a positive impact on their lives. The combination of a conducive business landscape and financial accessibility fuels my passion and dedication to advancing skincare for all women.

 

 

Let us know more about what you do!

 

Free your skins with Skincalories—where beauty meets movement. Our innovative skincare products are designed to keep your skin radiant, even in your most active moments. Embrace a lifestyle where your skin is as dynamic as you are!

You may also find us featured on The Straits Times on Embracing eco-friendly exercise.

 

 

Connect with Skincalories

 

Website: https://skincalories.com/
Facebook: https://www.facebook.com/skincalorie