The Plantbased Brand That's All About Self-love

When she couldn’t find skincare that was gentle enough for her skin, Amanda Woo started Soul Good Project in her kitchen.

- Sinead Lee

Necessity is the mother of invention, they say. For Amanda Woo, it was sensitive, inflamed skin brought on by eczema, fuelled by her struggle to find products that didn’t worsen it.

The 31-year-old says the options for clean formulas and gentle ingredients were limited in Singapore.

Deciding that she needed to find out more about skincare and its ingredients, she left her job as a public relations manager in the food and lifestyle industry to dive into research, including doing a UK-based Diploma in Organic Skincare Formulation online.

She turned her kitchen into a science lab, searching for the right formula for her first product. Over 30 formulations later, she was ready to launch the Himalayan Wilderness Deodorant Balm ($26.90) in December 2019.

This July, Amanda, who makes all the products by hand, adds two clay masks to her line-up. “They contain superfood ingredients to target sensitive skin and acne,” she says.

Pink Glow, with its combo of French and Australian pink clay, decongests pores and calms acne-prone skin. Green Detox has French clay, matcha, and spirulina, to soak up excess oil and exfoliate the skin, leaving it cleaner and clearer.