Katfood was started by former lawyer Kendra Liew in 2014 as she became more aware of the ingredients that went into her everyday products. She began creating products out of her own necessity, and came upon many of her formulas through experimentation. "I started creating my own makeup remover years ago when I learnt that your skin absorbs up to 60 per cent of what we apply on it, and I did not want my body absorbing chemicals through my skincare regime. Through trial and error over time, I discovered the current recipe," explains Liew. Today the brand offers a well-curated range of face, body and hair products that are custom-made for the Singapore girl.

Why did you start your brand?
I left my job as a lawyer last year really wanting to start my own business. I have always experimented with and used organic skincare, so going into this industry was a no-brainer. I started Katfood because I noticed that unlike in more sophisticated skincare markets like America's, there was a lack of affordable natural skincare options in the local market. I also felt like many existing products contained too many chemicals and too few quality ingredients.

How do you inject your personality into Katfood?
As I was solely in charge of conceptualising the brand image, it's safe to say that there is a lot of my personality all over the brand — from its name to the packaging and product names. All our recipes are also formulated by me based on my experience using them on myself and my friends over the years. Our brand is different for several reasons.

We have worked hard to ensure that Katfood is super relatable — our recipes are simple and ingredients easy to recognise. We provide true value for money. Despite using the best ingredients we can find, we keep our prices low so everyone can afford our products. 

I also think we have quite an interesting range of products apart from the usual body lotions and lip balms! We have everything from deodorant to dry shampoo and sea salt hairspray. That said I was inspired to create my own lip balm when I started reading the labels on commercially available lip balm years ago and realised I was ingesting tons of chemicals every day. Also, they never really seemed to be able to truly moisturise my lips.

What are three of your signature products?
1. John Lemon Lip Balm, $9.90

Katfood John Lemon Lip Balm, $9.90.

This is one of our best sellers! It is loved by men and women alike for its lightweight texture, all-natural ingredients and super yummy lemon tart scent. This ultra-conditioning lip balm is formulated with beeswax, coconut oil, olive oil, raw honey and lemon essential oil to give your lips a moisturising and nourishing treat.

2. #nofilter Makeup Remover, $25.90

Katfood #nofilter Makeup Remover, $25.90.

The #nofilter Makeup Remover gently but thoroughly removes all traces of makeup without stripping your skin of its natural oils. Its blend of moisturising coconut oil, clarifying castor oil, gentle avocado oil and relaxing lavender essential oil seriously nourishes your skin while cleansing. When I use the #nofilter Makeup Remover on myself, I don't even use a moisturiser afterwards because my skin already feels so soft and nourished by it.

3. Cuckoo For Cocoa Dry Shampoo, $13.90
Katfood Cuckoo for Cocoa Dry Shampoo, $13.90.

This is a personal favourite that I can not live without. As my hair tends to get oily by mid day due to Singapore's humid climate, I am super reliant on dry shampoo to freshen up my tresses and keep myself looking presentable. It is also very much a travel essential for me. I used to use aerosol dry shampoo sprays that you can get at the drugstore, but realised that, apart from being terrible for the environment, they are also extremely overpriced for the ingredients they use. In addition, the store-bought dry shampoo is usually a white powder, making it very tough to blend into our dark Asian hair. What we have created with arrowroot flour, cornstarch, coconut flour, cocoa powder and cinnamon powder scented with lavender essential oil is an effective dry shampoo that smells delicious and actually helps condition your hair at the same time. Also, it is brown so we don't have to worry about walking around with grey-tinged hair anymore!

Available at www.ilovekatfood.com