The Real Beauty Influencers

Follower numbers and likes don’t always tell the whole story. These power players are the real reason we are swayed to try certain beauty trends – we’re roused by their stories of grit and success, or inspired by their POVs when it comes to treatments.

- Goh Yee Huay

THE MEDIA INSIDER

NG YI LIAN

EDITOR OF HER WORLD

After 16 years of working for women’s magazines, it’s fair to say that Ng has her finger on the pulse of trends and a well-rounded view of what women like and want.

As the editor of Her World, she has a hand in shaping the topics of the day and determines what products, trends and services get spotlighted.

“As a Her World woman myself, with a busy professional life and lots of personal commitments, I understand women’s needs and what they’re looking for in their beauty products,” she says. “My team and I are mindful that we have a direct impact on Singapore women. That’s why we make it a point to examine the usefulness and innovation of the products and trends we feature in Her World.”

A self-professed beauty junkie, the 36-year-old Ng puts her own skin on the line in order to speak with authority and credibility. She seldom reviews a skincare product until she finishes the bottle, unless it’s so good that results are visible sooner.

Her aim is to reach out to women in Singapore, not only as an editor but also as a close friend. “The best reviews are through word of mouth. There’s a sense of intimacy when the beauty team and I put up our unboxing videos and reviews on Her World’s Instagram – we want to share our knowledge like a trusted girlfriend and as a voice of authority with a wider audience.

“That’s why I also use my personal social media accounts to reach out to readers, so that they know these topics are what I’m passionate about.”

THE PUBLICITY MAESTRO

DIANA ONG FOUNDER OF THE PR PEOPLE