Founder Marilyn Ng has distilled two decades of industry experience working with global brands like Estee Lauder, Lancôme and L’Occitane into the brand’s star product, Custom Beauté Bespoke Loose Powder.
A strong believer in her product, Ng has defied the ‘conventional’ indie brand route by placing more emphasis on brick-and-mortar retail and less on influencer marketing.
“I don’t think a blogger or an influencer can convey that sincerity we have in mind for our brand,” said Ng.
Even without the insta-buzz, the brand has managed to grow a modest but loyal Japanese fanbase that is willing to hop on a plane just for its custom powder.
Today, the brand is venturing into the digital world to seek a global expansion and build its community of ‘mindful beauty’ consumers.
To learn more about Individual Collective’s journey, check out our podcast.
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