A List Of 6 S’porean Social Media Influencers Turned Entrepreneurs

Social media figures, or better known as ‘influencers’, have gained a bad reputation for making ‘easy money’.

Many people see them as individuals who just work for free events and products, but many tend to overlook the fact that there is actually a lot of hard work behind the scenes (briefs, meetings, countless drafts. ) to produce a single post.

It is part of their branding that their social media feed is neatly curated with cute travel photos, delicious food, and cute OOTDs.

Beyond making a living from advertising on social networks, some of them are also full-fledged entrepreneurs.

From F&B to cosmetics, here are six influencers in Singapore who also own their own businesses.

1. Xiaxue

“Blogger Queen” Wendy Cheng, better known as Xiaxue, is famous for her plastic surgery and controversial opinions.

She also runs her own e-commerce business that sells false eyelashes called Plastic Cosmetics. Its cheeky slogan reads: “This is not plastic surgery, this is just makeup!”

xiaxue cosmetic plastic false eyelashes
Image Credit: @plasticcosmetics via Instagram

What is unique about its false eyelashes is that it comes with a magnetic eyeliner so that the eyelashes can stick to it easily. This means there’s no need to mess around with messy eyelash glue anymore!

Her false lashes come in different varieties – from dramatic and wispy lashes to natural lashes that are more subtle and suitable for everyday wear.

In its recent Christmas collection, Plastic Cosmetics also launched a new line of waterproof and stain resistant felt liners, which also allow eyelashes to stick to the liner.

2. Tammy Tay

We’ve already featured Tammy Tay, who ran her own blog called Ohsofickle (which is still her nickname online) as a teenager.

Her online fashion business became very popular and even started her own boutique, which has since closed.

In 2014, Tammy decided to put Ohsofickle on hiatus because she couldn’t model or procure clothes due to her pregnancy (she was pregnant with her firstborn Elroy at the time).

Later, she took over her mother’s interior design business called Imagine by SK66.

tammy tay fickle beauty
Image Credit: @ficklebeauty via Instagram

Now Tammy runs a skin care business called Fickle Beauty. It retails “the best of clean, ethical skin care brands with products that only use ingredients backed by science”, and has a physical outlet that offers facials and skincare products. eyelashes.

Fickle Beauty is also expanding with a “beauty salon” called Fickle +, which will open soon. It will offer a beauty bar for men and women, offering services like head spa, hair washing and brushing, gua sha facials and eyelash extensions.

3. Andrea Chong

New mom Andrea Chong is one of Singapore’s most popular influencers, collaborating with well-known brands like Superga and Love, Bonito.

She also runs her own business called The DC Edit. They run a women-focused website that is “dedicated to the independent, the curious and the adventurous”.

Their content is focused on everyday conversations and the “hot scoops” on beauty, fashion and lifestyle. He also shares career-related content as well as organic perspectives on various topics.

The website also has an online store that retails various The DC Edit collections. His latest collection “In Our Roots” features porcelain pieces from Belle of Pottobelle.

4. Daryl Aiden Yow

You probably best remember Daryl Aiden Yow for his infamous copyright saga.

He came out of the scandal strong and learned from his mistakes – he included behind-the-scenes shots from his photoshoot and now uses his strong Photoshop skills to his advantage.

Daryl recently took to the restaurant business and opened his own bakery business called Absolutely Batter in December of last year.

“It took a long time and, most importantly, courage to embark on a pastry journey,” he said in an Instagram post.

daryl aiden yow absolutely beat
Image Credit: @absolutelybatter via Instagram

It may be due to his incredible photography skills, but Absolutely Batter’s Instagram feed is so drool-worthy. It offers treats such as cookies, cupcakes, and savory snacks like garlic cheese bombs, zai’er chips, and seaweed strips.

For this upcoming Chinese New Year, Absolutely Batter is also selling “dough packs” so you can get your festive goodies as a set.

5. Christabel Chua

Christabel Chua (@bellywellyjelly) first started her business three years ago.

Called kāi, the name is actually derived from the Chinese character 开 (kai), which translates to “open.” It is also used in the word 开心 (kai xin), which means “happiness / happiness”.

“We want to produce lifestyle articles that you can use on a daily basis, and when you look at them you feel inspired, happy and carefree,” Christabel told Vulcan Post.

Her first collection consisted of pretty fruit pouches, inspired by her shopping trip to Australia.

iamkai bellywellyjelly
Image Credit: @ iamkai.co via Instagram

Since then, Kāi has expanded its line of lifestyle products, including annual planners, notepads, onigiri pouches, stickers, hats and socks.

6. Jessica Loh

Jessica Loh is a blogger turned baker who ran her own baking business.

Called Shiberty Bakes, it offered bespoke cakes, baking classes as well as dessert tables for events. It was very popular but has since ceased operations in 2018.

Jessica now runs another bespoke jewelry company called Jexa Gems. Through “positive crystal energy” he hopes customers can “radiate joy, love and luck.”

jexagems gem jewelry
Screenshot of @jexagems Instagram story

Necklaces, rings, bracelets and even earrings, all of their jewelry is made from “100% genuine stones and crystals,” the brand claimed in one of its Instagram Stories.

Monetize fame and follow

Having gained such popularity on their social media platforms, it is no surprise that they want to leverage their fame to market their business.

Many celebrities are also doing the same – many have made the leap from showbiz and entertainment to the world of entrepreneurship.

While fans and followers can help drive sales and traction in the early days, they’ll only come back – and create a truly loyal following – if they think the products or services on offer are good.

As the saying goes, a good product will sell itself.

Featured Image Credit: @xiaxue, @ohsofickle, @dreachong, @darylaiden, @ iamkai.co, @shiberty via Instagram


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Jothi Venkat

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