Makeup Maven

After spending 18 years in the technology industry, New Zealand-born mother-of-two NMITA DOAK took a big career switch with the launch of her makeup brand in March. Since then, Amplio Beauty has been making waves for its cruelty-, glutenand paraben-free cosmetics that are suitable for sensitive skin. We chat with the affable founder and director to find out more.

- Nmita Doak

What’s the story behind Amplio Beauty?

I was born in New Zealand of Indian heritage. Life has taken me to some of the most beautiful and interesting places across the world. Inspired by the colours of the Dubai desert (Sands of Dubai), the gems of India (Jewels of India), the freshness of New Zealand’s lakes and mountains (Natural New Zealand), the tropical beauty of Singapore (Tropical Singapore), and the successes of other female entrepreneurs, I decided to launch my own makeup line, Amplio Beauty. What better place to do this than Singapore!

We chose the Latin word Amplio as it means to “improve”, “heighten”, “augment” and “enhance”; in other words, to amplify your natural beauty. As part of our first collection, we’ve launched an exclusive range of all-in-one palettes that contain eyeshadows, contours, highlighters, blushes or bronzers, as well as a selection of Lipstays (liquid lipsticks) and Lip Stylos (lip pencils). There’s everything you need to achieve the perfect look, wherever life may take you.

Being a mum of two and having come from the technology industry, I know the challenges every woman has to face when balancing between life, work, kids and the home. At the same time, I want to feel beautiful every day, wherever I go. So why should there be a compromise? We should have it all. With my collection of grab-and-go makeup products, I want to enable women across the world to share my dream and to reach for their own.

Tell us more about your experience in the tech industry.