our story

as told by Ian Goh, co-founder of enlg

Have you ever felt that your skincare isn't working?

That all-natural wonder cream which the salesperson recommended you in the beauty store, or that sheet mask your direct-sales friend swears by. It seems to be "working" for others but not you.

Isn't it weird?

Why it is so hard to find great skincare?

What makes a skincare product work in the first place?

We get you. Finding the right skincare is always a hit or miss.

In fact, we also asked the exact same questions above. And that's how enlg came to be.

Finding the right skincare for me was like navigating through a maze. Sometimes they worked, but most of the time there were breakouts here and there. I wondered why—

Origins

It all started after graduation, when I decided to take a leap of faith and try something different.

I wanted to create something valuable that could solve an existing problem people had (sounds familiar?). Still, I didn't know what problem could be worth solving. Until one night, I realised the problem was there all along; sitting in the bathroom counter.

The problem

Finding the right skincare for me is like navigating through a maze. Sometimes they worked, but most of the time there were breakouts here and there. I wondered why.

So I asked around; friends, family, MLM peeps, skincare influencers on Instagram, you name it. And guess what? Everyone had the same problem too. I decided to take my post-grad break as an opportunity for me to question every belief I had about skincare and to immerse myself into finding out what makes a great skincare product.

I wanted to create something valuable that could solve an existing problem people had (sounds familiar?). Still, I didn't know what problem could be worth solving. Until one night, I realised the problem was there all along; sitting in the bathroom counter.

Three causes

Cause #1

The beauty industry benefits from uninformed customers buying more products regardless whether they actually work. Some brands promote themselves in a way that misleads people into making poor choices when buying skincare. Tactics include using discriminatory terms and demonising harmless ingredients.

Cause #2

We've been told that we need to use multiple skincare products to address every skin concern. That's a lie. Most products in the market are designed in a way that is redundant and environmentally wasteful; separating components to fit the boring toner-serum-moisturiser model. This results in more unnecessary steps, more waste entering into landfills and less money in your pocket.

Cause #3

Brands tend to define beauty based on superficial, gender-biased standards, implying that people need to be "fixed" in order to be accepted and loved. This is not true and self-defeating.

One possibility

To address this, we came up with a possibility.

A possibility where everything you know is based on science, reason and transparency. Because everyone has the right to make informed buying choices, especially when it comes to skincare.

Where all the best parts of skincare are filled in a single bottle. Because time is precious and is best spent on meaningful experiences with loved ones instead of looking for what works.

Where beauty begins through loving your imperfections and appreciating yourself. Because everyone has the right to love and be loved for who they are.

And that possibility is enlg.

Why the weird name/spelling?

Because it's a combination of the co-founders' names (don't worry, we won't change the name if we break up, right?) The design firm that we engaged with came up with a beautiful design that is pretty if shortened. And it also looks like enlighten which is what we are all about. You can pronounce it as e-n-l-g or en-ling like how our team calls it.