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The subject of skincare has always been a personal one to Coreenna Ong, who used to experience severe outbreaks in her teenage years. In an effort to find a product that worked for her, she ended up experimenting with blends of herbs, which led to her fascination with nature. 

Established in September 2021, aspurely — formerly known as Recherché — is an innovation-focused clean skincare brand inspired by nature and science, with a focus on the usage of pure, efficacious ingredients and formulas.

It aims to express the vision that beauty care can be clean, pure, holistic and high performance at the same time.

“[W]e would love for people to experience how our clean and pure formulas could deliver great results for their skin regardless of the skin concerns they may be facing,” shares Coreenna, co-founder and director of research and development (R&D) of aspurely.

Gaining knowledge and insights about skincare

Coreenna’s journey to founding aspurely was a long and treacherous, but fulfilling process.

She shares that she first met her business partner, who was in chemical manufacturing, in 1997 when she forayed into the skincare industry. In those early years, she visited farms in Europe, China, Korea and Taiwan to learn about harvesting and processing techniques. 

Coreenna Ong, co-founder and director of R&D of aspurely / Image credit: aspurely

With the help of her business partner, she managed to form extensive connections with a global network of scientists and laboratories, allowing her to gain more knowledge and insights into the scientific and technical aspects of formulation and quality control processes. 

She then made the effort to apply her knowledge and educate others on skincare through her work, where she was a beauty columnist for Lianhe Zaobao, Singapore’s largest Chinese-language newspaper.

“As its weekly expert contributor, I shared the latest research and technologies from the beauty industry and addressed many readers’ skincare issues and concerns, offering beauty tips, quick fixes, and insider knowledge”.

She also authored two best-selling beauty and wellness books with Marshall Cavendish: Nature’s Spa: DIY Beauty Treatments and Nature’s Treats: Recipes for Wellness.

Through this journey, she noticed that some had the misconception that clean skincare is not as effective as conventional skincare because it is “…….


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