She Started S’pore’s First Sugaring Studio At 27

Jasmine Yong traveled the world when she worked as a flight attendant for Singapore Airlines.

After quitting her job in 2008, the polytechnic graduate moved to the United States, where she first discovered candy.

“Having been shaved for many years, I was so amazed that I had my hair plucked with hardly any pain and heat,” Jasmine said.

“My first candy experience was big enough that I was able to dig a little deeper and ultimately train with Alexandria Professional as a Sugar Educator.”

After receiving her certification, Jasmine returned to Singapore and started a home-based candy business in 2012.

She later founded Sugar (ed) – this is Singapore’s first body sugar studio, now with four outlets across the island.

Sugar is 100% organic

sugar ball
Sugar ball / Image credit: Sugar (ed)

Jasmine describes sugar as an ancient method of hair removal that is said to have originated in Mesopotamia, Egypt and Greece.

“It is 100% organic because it only requires a scoop of sugar made from lemon, sugar and water,” she explained.

Since it is organic, it is also safe for people with sensitive skin such as psoriasis and eczema, and even pregnant women.

She pointed out that sugar and waxing are two different types of hair removal techniques.

thigh sugar (ed)
Sugar on the legs / Image credit: Sugar (ed)

When making sweets, the sugar paste is heated to body temperature and only accumulates on dead skin cells. The paste is then applied to the skin and the hairs are removed in the natural direction of growth.

The same sugar ball can also be used to epilate other parts of the body, making it an environmentally friendly alternative to wax strips and spatulas.

Waxing, on the other hand, involves the wax being heated to high temperatures, adhering to living skin cells, and removing hair in the opposite direction of growth. It tends to be more painful and abrasive on the skin, according to Jasmine.

While sugar is indeed a milder alternative, that doesn’t mean the hair removal process is painless.

With all hair removal methods where the hair is removed directly from the root, pain is inevitable. This does not mean, however, that it is intolerable.

We each have our own pain thresholds, which is why we strongly recommend that clients come in for a blowjob and try things out for themselves.

– Jasmine Yong, founder of Sugar (ed)

As someone who has personally tried sugar twice – my second and most recent experience was at Sugar (ed) – I can attest that the hair removal experience is very comfortable.

I have a low pain threshold myself, but I find the pain level very bearable. My therapist actually praised me for not even flinching throughout the session and joked that I could sleep if I wanted to.

Beyond that my therapist was also very friendly – which really helps distract me from any pain. It didn’t seem at all awkward to exchange life and love stories with her, even though my lower half was absolutely on display throughout our conversation.

Besides being less painful, the sugar also left my skin feeling soft and smooth rather than red and itchy.

The follow-up treatments probably helped – I was pampered with a mud treatment (free for all Virgin Brazilian / Manzilian services), followed by Phenomen-all skin conditioning, which is kind of a moisturizer. which helps repair the skin.

Sugar (ed) is an exclusive partner of Alexandria Professional, so their range of products specially formulated for pre and post depilation are effectively used in treatment rooms.

Alexandria Professional Skin Conditioner Travel Kit
Image Credit: Vulcan Post

In fact, I was given a free travel kit that contained miniature versions of their products so I could continue to give my ‘V’ a bit of TLC even at home.

Right after my treatment I signed up for a package which says a lot about how I feel about Sugar (ed) – it was indeed a sweet experience!

What I also love about Sugar (ed) is that they make a point of educating clients about sugar and skin conditioning before, during and after treatment.

So far I have noticed a huge difference in regrowth without ingrown hairs (this was a problem for me) and finer hairs regrowing.

Leave home

Sugar (ed) is not actually Jasmine’s first business venture.

She had dabbled in reselling handbags and attempted to introduce the candy to the local market in 2012 before Sugar (ed), but failed due to “lack of experience and poor execution”.

She had thought her entrepreneurial journey would end there, but she was very wrong. She didn’t know, Sugar would hit a sweet spot for her (pun intended).

founder of jasmine yong sugar (ed)
Jasmine in the sugar room at her Clementi house / Image credit: Sugar (ed)

Her home-based sugar business started with just five friend customers. Thanks to the power of word of mouth, its clientele quadrupled in the space of nine months.

He gradually grew to 500 in three years – to the point where his house could no longer accommodate them.

sugar (ed) bukit timah
Bukit Timah from Sugar (ed) / Image credit: Sugar (ed)

She then opened her very first brick and mortar studio in 2016 in the heart of Bukit Timah and other subsequent studios each year – Katong in 2017, Keong Saik Road in 2018 and Upper Thomson Road in 2019.

From her first home in Bukit Panjang, her loyal customers have followed her to her second home in Clementi, then to her very first studio.

Recalling the early days of Sugar (ed), Jasmine said her biggest struggle was to meet demand as a “one-woman show” because she had to juggle different roles in the company.

Starting small and dedicating my time to building my brand, building relationships with customers and raising awareness of the candy is what got me where I am today, and I couldn’t have done better. other.

My success is that I’m willing to do something that most people won’t, which is as easy as removing someone else’s hair (and a lot in the pubic area!). I am passionate about personal grooming and the destigmatization of the taboo that comes with intimate care, and I love what I do on a daily basis.

– Jasmine Yong, founder of Sugar (ed)

Running a business at 27

Jasmine Yong, founder of Sugar (ed)
Jasmine Yong, founder of Sugar (ed) / Image credit: Sugar (ed)

Jasmine started Sugar (ed) in 2016 when she was only 27 years old.

When asked if she faced doubts or criticism, she simply said that small business owners are “inherent self-starters who make significant personal sacrifices in the name of our business and our vision.” “.

“I needed constant encouragement and reassurance as a business owner, relying primarily on my family and friends for emotional support. Volunteering and providing business referrals are other non-financial ways that family and friends can (show) support, ”she added.

The professional journey itself has been fraught with challenges, and she cites “knowledge of human resources and technique” as the main obstacles.

As a Certified Sugar Educator in the Alexandria Professional Body, she personally trains each of her Sugarists to master the technique.

sugar (ed) alexandria professional
Image Credit: Sugar (ed)

All Sugarists go through a three-month training course, which is followed by exams before they can be certified Sugar (ed).

“We expect a lot from our team in terms of technique, but even more knowledge. It’s really about going beyond the service and sharing information about hair removal, skin care and even sexual health, ”Jasmine said.

She also pointed out that Sugar (ed) is more than just any regular sugar salon.

We pride ourselves on going beyond a hair removal experience to learn more about each client’s background and educate them on the best way to love their skin and hair in a natural and eco-friendly way.

Although Sugar (ed) provides sugar services, it is important for us to reiterate that hair removal is an individual preference, not an obligation. Our educational materials cover the basics of skin care and are holistic in that they can even benefit someone who is shaving, waxing, or going natural.

– Jasmine Yong, founder of Sugar (ed)

COVID-19 challenges

The COVID-19 pandemic has affected many businesses in Singapore, and Sugar (ed) is no exception.

The period of the circuit breakers was particularly difficult for them as they were forced to shut down their business activities.

During this time we kept our spirits up and focused on online sales, social media engagement and virtual staff training.

Business has picked up since phase 2, but our number of daily appointments is still limited given the secure distancing protocols. Until this day, we are fortunate to have the constant support and enthusiasm of our customers to get sucked.

– Jasmine Yong, founder of Sugar (ed)

Sugar (ed) team singapore
Sugar Team (ed) / Image credit: Sugar (ed)

Today, Sugar (ed) has an all-female team of 30 people. Despite this, Sugar (ed) also has male clients and Jasmine expresses her optimism for a gradual increase over time and cultural openness.

There is a common misconception that sugar is only for women, and Sugar (ed) is determined to dispel that.

“As a brand that makes no distinction between gender, skin condition or origin, this is definitely a myth that we are looking to challenge,” Jasmine said.

Sharing future business plans, she revealed that the pandemic has sadly put aside their regional expansion plans.

For now, Sugar (ed) is focusing its efforts on rehabilitation – this includes hair removal, skin care, and sexual health.

To conclude the interview, Jasmine shared her personal business mantra and business advice with her fellow entrepreneurs.

Never be afraid of failure – failure is an opportunity to build resilience and start over smarter.

My advice is to train your thinking, instill positivity and be inspired by the good that surrounds you on a daily basis. The stronger your mindset, the more successful your business will be.

– Jasmine Yong, founder of Sugar (ed)

Featured Image Credit: Sugar (ed)

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Jothi Venkat

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