Launched in 2022, Kyssva is a ‘microbiome-focused’ skin care brand founded by Francesca Tan, a lifestyle influencer.
The brand debuted with AGLOW Instant Dewy Mask, a freeze-dried facial mask, which took approximately a year to develop. It contains four types of hyaluronic acid as well as centella asiatica to give the popular ‘glass skin’ look, claims the firm.
Speaking to CosmeticsDesign-Asia, Tan said the launch proved to be successful. “The best part of the repeat order rate, which made me extremely happy. In the end, we had to increase production by five times.”
The company is eager to build on this early success with new products and is scheduled to launch a new moisturiser and serum in Q3. Both products were developed for sensitive skin in mind.
“For the start, we want to develop products for very sensitive skin. Such products will be suitable for everyone, even mothers and people who have just undergone post-aesthetic treatments, like laser.”
Building up the current skin care range is a major focus for the company at the moment. However, there are plans to grow its product portfolio even further with multiple targeted line-ups.
“Subsequently, we hope to expand into an anti-ageing range, acne-prone skin care and more. These are all in the pipeline and what we have discussed, but our focus is now on the current line,” said Tan.
She emphasised that the company was very keen to expand its offerings.
“We do everything in Singapore ourselves. There is no middleman or retail distributor. This means we can afford researchers and do our own formulations at a lower cost for the consumer. That's why we are very confident that we can formulate something that is good for skin health. This is another driving factor for us to produce more products.”
Beyond this, the company is planning to expand overseas, beginning with neighbouring countries such as Malaysia and Indonesia.
The proof is in the pudding
In the meantime, the company is also aiming to help consumers understand how important caring for the skin microbiome is.
“I think that’s the biggest challenge we’re facing right now. I think in Singapore, or Asia in general, there’s not enough understanding about the skin microbiome,” said Tan.
However, Tan believes simply producing educational content is not enough to engage consumers.
“We are not super educational on our social media. Sometimes they may not be open when you’re trying to teach them something. It’s better to have before and after results.”
As such, the firm emphasises user testimonials to convince potential consumers to give their products a try.
