Eczema can be a debilitating condition for many people, and finding the right eczema treatment can take time. This is a truth that JOAN TAY, founder of SoapCeuticals, knows only too well. Her daughter has suffered from the condition for many years – it’s why Joan left a lucrative career to focus on improving the lives of those with dry and sensitive skin. She tells us about her journey to creating her brand of all-natural bar soaps for sensitive skin.
Tell us a bit about yourself and your family.
I’m Singaporean and proud to say I’ve lived my entire life in this cosmopolitan city. In my youth I graduated with a business degree at a local university. My career was mostly in the pharmaceuticals industry (in sales and marketing), handling a diverse portfolio, ranging from women’s health to cardiovascular health. My husband and I have been lucky to have two beautiful children, Denise (12) and Denzel (9). They are my life’s inspiration and motivation.
How did you end up becoming an entrepreneur?
After close to 20 years working for multinational companies, I knew I needed a change. I wanted to see and experience life in a different way, and to do something meaningful for my children. So I took a leap of faith and ditched my regular job for an irregular one.
Tell us about your business and how it began.
Denise, my firstborn, was the centre of my grand plan. From the tender age of three she’s suffered terribly from eczema. Over the years, we’ve tried countless eczema treatments, but unfortunately nothing gave her reprieve. It was heart-breaking to see how not finding the right eczema treatment robbed her of the simple joys in life. Bathing was also a dreary affair – as most bath washes and liquid detergents for eczema-prone skin don’t have any lather, foam or fragrance. No fun at all!
Having worked in the pharmaceuticals industry for almost two decades, I saw first-hand how treatments can make a real difference to people’s lives. This naturally led me to want to develop something for Denise. At the same time, I wanted to make a positive impact on the sustainability of the planet, which my children will inherit one day.
SoapCeuticals was birthed as a result – a range of eco-friendly bar soaps for dry and sensitive skin.
You personally develop and test the products; tell us about this process.
Well trained in reading clinical papers in my past life, I dived into intensive research on plant oils. I was determined to find ingredients with clinical data that could benefit dry, sensitive skin and also act as a natural eczema treatment. I tested each formula on Denise and a group of friends with dry, sensitive skin. It was quite a process of trial and error. Every batch of soap took four to five weeks to cure. Arriving at the perfect formulas to launch the brand took six months. It was very important to me that I took the time to get it right.
SoapCeuticals is a passion project for you. How has it improved your daughter’s life?
It has been absolutely life-changing for both Denise and myself. People often underestimate the stress on the caregiver, and the strain eczema can cause on a relationship. For Denise, she never looked back to the liquid detergents she had used in the past. She never takes for granted her improved quality of life and better skin.
The greatest satisfaction was to be able to soothe her with the bar soaps for sensitive skin I formulated with my own hands! I succeeded in bringing joy back to her bath time, with essential oils that soothe and calm, and foamy suds that don’t dry out her skin.
How has your journey of entrepreneurship been so far?
There has never been a dull day! As an entrepreneur, especially of a start-up, I have to do everything, from operations, to marketing and business development. It’s such a vast difference compared to the support I had back in my corporate days. To build my brand, my activities ranged from being present at themed pop-ups, to distribution points in malls, clubs and even hospitals. I’ve even dabbled in live shows and demos. Every day is a quest to be more innovative than yesterday.
Along the way, I’ve met and learnt from many other local and expat entrepreneurs willing to share their failures and successes. In particular, I’ve met some very interesting entrepreneurs, including from Colombia and Africa. Hearing their tenacious stories has helped me to stay the course.
What does a typical working day look like for you?
To make the most out of each day, I’m up by 7am and working while the kids are at school. Quiet mornings are the most productive. When my children come home at 2pm, I love to spend quality time with them. They’re in bed fairly early around 9pm, then it’s “me” time. I catch up on exercise and then work for a couple more hours before my day ends.
What do you love most about your job?
What’s most rewarding is not the sale of a bar of soap for sensitive skin. It’s hearing back from someone who’s seen improvement in their skin after converting to my products. I just love helping people. What would we find you doing in your spare time? My new hobby has been in formulating skincare for sensitive skin. Whenever I have a free moment, I make shampoo bars for the family. I’m also trying new recipes for face cream and deodorants. It’s exciting!
What do you love about your hometown?
Singapore is a progressive city-state that embraces diversity. Because it’s such a global place, people from all over the world live and work here. This presents a great opportunity for me to meet and share experiences with people of different backgrounds, despite never having lived abroad.
As a local, what are your recommendations for enjoying the Little Red Dot?
I’m a bit of a foodie, and love eating out with my family. A great casual restaurant for truffle lovers is Chirashi King Kong Japanese at Millenia Walk. For local food, you really can’t go past the food court at level B1 of TANGS. It has a great range of delicious bites at very reasonable prices!
When I feel like heading into the great outdoors, evenings at Marina Barrage are lovely. The skies are lit up with huge colourful kites and it’s a beautiful nature space to enjoy overlooking the city.
SoapCeuticals | soapceuticals.com
Now you’ve learnt all about natural bar soaps for sensitive skin to help with eczema treatment, why not check out our guide to the best facials in Singapore?
This article first appeared in the July 2023 edition of Expat Living. You can purchase the latest issue or subscribe, so you never miss a copy!
To make the most of living in Singapore, read our latest City Guide here for free!