As a teenager, founder and chief beauty chef of OASIS Hildra Gwee, she was full of skin problems.
He began to suffer from red, angry outbreaks that could not be cured despite the many local treatment products he used. In fact, using more skin care products made skin problems worse.
Over the next 18 years, he “went through everything possible,” from steroid creams to antibiotics, to fortnightly facials, but nothing worked.
After trying just about every chemical he could get, he decided to try natural remedies. Inspired by the natural skin care books her husband got, she began doing research online for more information.
The couple later traveled to France and obtained as many organic ingredients as they could find to return to Singapore so they could begin their experiments.
It all started with the creation of a facial oil, which made her skin feel more balanced, less greasy, and generally more comfortable.
After creating her first skin care lot, she wanted to make natural solutions available to anyone who wants to minimize their dependence on chemicals. This led to the birth of OASIS in 2018.
Building a beauty kitchen
Hildra considers her space to be a beauty kitchen rather than a shop because it is where she makes freshly handcrafted beauty products, just like a kitchen or a bakery.
When Vulcan Post visited the beauty kitchen located in the CT Hub along Lavender, we were greeted by the scent of fresh flowers and scents of pure vegetarian oils.
The kitchen island is the focal point of the outing and is also where Hildra mixes her preparations and produces organic skin care products several times a week.
Despite running OASIS and being its only beauty chef, she also has a full-time job in the banking industry for the past decade.
“I’ve always been interested in direct consumer business, but I never expected to start one myself, and especially not at 34 (when I started OASIS),” Hildra said.
Now 37, she sought to create products to help clients solve their skin care problems as well. The entire business is built from the ground up, from product formulation to the highly committed business experience that OASIS provides to its customers.
“We see ourselves as an alternative way for customers to consciously consume while staying affordable at our prices,” Hildra said.
Not just one more beauty brand
All OASIS products are focused on sustainability as they are natural and of course to solve a problem.
The brand comes from ingredients directly from farms and distilleries and works with selected artisan producers who perform microbiological tests systematically on all batches of their extraction to ensure purity and efficiency.
95% of the brand’s ingredients come directly from France, which has very strict laws that guide skin care companies. As animal lovers, the brand is also aware of the import of ingredients from laboratories that do tests of any kind.
Her product formulations are also aimed at sensitive skin types, so Hildra only uses food grade ingredients that are gentle and non-irritating.
Since the brand was founded three years ago, it has expanded beyond skin care to the full range of personal and home care.
Solid Shampoo Channels are one of the best selling brands. They have an intentional shape in such a way that they provide a good base for rubbing your hair, while the side grooves allow for better grip.
Hildra told Vulcan Post that she needed more than 50 iterations to perfect the formulation of the solid shampoo. He had to experiment tenaciously with ingredients until he got the right blend of foam, grip, durability and smell, as well as trying many different shapes for the shampoo.
“With each iteration, I gain insights into how each ingredient reacts between them,” Hildra said.
Shampoos are available in a wide variety of flavors, from ginger to rose and thyme, to blue pea lemonade, with each flavor aimed at a specific pain point.
For example, solid ginger shampoo was created to deal with hair loss problems. Hildra had to do extensive research on the natural remedies used over time to reduce hair loss and strengthen the health of the scalp before crafting the recipe.
The formula features a high concentration of amla, stinging nettle, Indian pennywort and other nutritious herbs to stimulate hair follicles and increase hair growth. Each shampoo is also rich in organic essential oils of ginger and lemongrass to improve blood circulation and strengthen hair from its roots.
In addition to a solid shampoo, another of the best sellers at OASIS is Instaglow beauty oil. Luxury facial oil serum features a formula that purifies the skin and strengthens its barrier.
The key ingredient is Chaulmoogra, which has been shown to be effective for the treatment and repair of acne, eczema and atopic dermatitis. and other skin-related problems.
It is mixed with a fair trade base and organic argan oil, and also has geranium to soothe irritation, as well as vetiver to heal scars and promote skin firmness.
Like solid shampoos, Hildra also makes the serum in the beauty kitchen.
The natural beauty products industry is growing
Since the founding of OASIS in 2018, its revenue has doubled year after year.
The brand has also seen its customer community grow significantly, pointing to the fact that there are a growing number of people choosing a more sustainable way to consume personalized attention.
While there is still a lot of education to be done for people to consider vegan and sustainable alternatives, Hildra has seen people become increasingly receptive to the idea.
In addition to CT Hub’s beauty kitchen, OASIS has also opened a physical retail store in Joo Chiat.
In the store, customers can bring their own jars, bottles and containers to buy OASIS products by weight, and even customize their own body wash. Since it began its refill service in May 2019, the brand has experienced a significant increase in customers returning to the store to refill them instead of buying new bottles.
“Being sustainable is awkward and our challenge is to make it easier for our community to refill and reuse their containers,” Hildra said.
Hildra told Vulcan Post that she had many plans for OASIS about to be, including opening a few more stores in other neighborhoods and expanding to another country in the region.
“My hope is that the natural beauty industry will grow in Singapore and that consumers will be increasingly aware of what they are using,” he added.
Featured Image Credit: OASIS