AUOLIVE was created to give women a smart and simple skincare solution that is multi-functional and saves time. It helps them outsmart and hack the traditional multi-step skincare regimen so that instead of spending 30 minutes a day on applying skincare products, they can enjoy having good, glowing skin in just 2 minutes a day. We caught up with Claire, the founder of AUOLIVE to get a glimpse inside the brand.
How did AUOLIVE begin?
I’m a business graduate from Singapore Management University and have been featured in my university’s recruitment campaigns for ‘taking the path less trodden’ as I started a F & B business which was unusual and unglamorous for a graduate in those days. It was literally from high heels to rubber boots!
The key question that women have about AUOLIVE is whether multi-functional products work as well. We consulted dermatologists and cosmetic scientists to ensure this idea of combining multiple products into one bottle with the same efficacy was not just a nice-to-have. We needed it to be effective and work hard for your skin. Once we had the confirmation, we had our products intelligently formulated in a lab in Switzerland combining multiple benefits and functions in one bottle.
Have you always been interested in beauty?
It’s been my dream since I was a little girl to have my own beauty business. The dream came true when I launched AUOLIVE skincare back in 2016.
What have been the highest and lowest points on your journey so far?
We get rave reviews from customers like new mothers or busy career women on the go, who used to buy ultra-lux brands but have switched over to AUOLIVE because it is smart and convenient and saves them so much time without sacrificing efficacy.
As for the lowest point- we’re currently present in Singapore, Malaysia, Vietnam and United States, and I am on a mission to get ladies all over the world to hear about AUOLIVE. The journey is not easy and though I spoke to a lot of customers before launching the brand to make sure there’s a strong demand for fuss-free skincare there’s still a lot to do. A large majority of them said they like simplicity and less steps in skincare application and also in the purchase process as they get bombarded with so many options even within one brand. Women today are very busy juggling careers, family and wear multiple hats so reducing steps and saving time helps.
Do you ever struggle to stay inspired?
Never! However, I do get very motivated when I’m with other groups of entrepreneurs and creators, as there’s a sheer buzz of energy in the air. Hence I make an effort to attend events where I can meet like minded people.
What’s the biggest style mistake you’ve ever made?
I grew up knowing the 3-step routine as the Holy Grail of skincare- Cleanse, Tone, Moisturise. But over time, the number of steps grew more and more to include serum, pre-essence and lotion, essence etc. I felt that skincare was getting more confusing, overwhelming and too time-consuming right from the time of deciding what to buy.
I had a girlfriend who used to religiously carry out a 10-step skincare regimen, and after she gave birth, it became zero! I wanted to avoid making the same mistake and that’s why I came up with AUOLIVE which is the perfect solution!
Where is your go-to meeting spot?
Artisanal coffee in independent coffee boutiques for me!
How would you describe your customer base?
They’re busy women who are wearing multiple hats- mums, wives, business owners, mentors etc who are juggling career, family and pursuing their passion.
Is there anyone you would love to see using AUOLIVE skincare?
It would definitely be the everyday woman who’s looking for smart and simple effective skincare solutions- the ones who want to hack the traditional multi-step skincare regimen and opt for fuss-free solutions.
What are the morals you run your brand by?
We do what we say we do. I find that very important, to be true to your words.
I’m also a big believer in empowering women. Every year AUOLIVE devotes itself to a project where we partner with organisations that help marginalised women. For 2018, we’re working with Coopita who’s partnering with Aarohana which generates livelihood opportunities for the women villagers while integrating social and environmental sustainability via upcycling and getting weavers back to their village and practice the age old craft of weaving. It’s a wonderful organisation and I’m so happy to discover them as it blends 3 themes together- EcoSocial Livelihood sustainability with EcoSocial Conservation of our environment and engages consumers in EcoSocial Participation.
Do you have a mentor?
I believe that it’s very important to have a mentor. My dad has been my mentor and role model in life and business, giving me great support as he has always believed in me. He’s a founder and owner of a public listed company, and a very seasoned and established businessman. I’m very thankful he takes time to guide me.
What apps keep you sane?
Instagram - helps me unwind after work, and yet at the same time helps me find inspiration.
Gojek- this is the Uber of South East Asia and beyond ride-booking, it’s has a concierge function where you can order/buy just about anything, anywhere you can think of!
If you could only use one product from AUOLIVE, what would it be and why?
It would have to be the AUOLIVE Night Booster. After cleansing, I can just use the Night Booster and skip the other products like toner, essence, serum, moisturiser and sleeping mask. It helps me go to bed fast, and hydrates and firms my skin so that I wake up with baby, soft skin in the morning. New mums love this too as with a new baby, there is literally no time for yourself and my friends said they only find time to just splash water on their faces!
Is there another designer whose work you particularly admire?
I love what Jamie Kern Lima of IT Cosmetics is doing in the skincare industry. She chooses to show consumers what the products look like on people they can actually see themselves in, not "flawless" models but real women with bad hair days, blemishes and fine lines.
What’s the best piece of advice you’ve ever been given?
I can just hear Tim Gunn from Project Runway’ belting out “Make It Work” in my head! This is my mantra 😊
What drew you to Wolf & Badger?
Wolf & Badger absolutely showcases the best in independent brands! As a consumer, I’m drawn to it as the products are stylish and of good quality, hence I wanted my brand AUOLIVE skincare to be a part of it.
Where do you see the brand in 5 years?
I would like to build Auolive into a global brand.