[FEATURE] The Singapore-based organic makeup brand is a first-time exhibitor at this year’s TFWA Asia Pacific Exhibition in Singapore in May 2025

[FEATURE] The Singapore-based organic makeup brand is a first-time exhibitor at this year’s TFWA Asia Pacific Exhibition in Singapore in May 2025

TFWA Asia Pacific preview: Liht Organics targets expansion in travel retail

By DFNI Staff Writer

 

The Singapore-based organic makeup brand is a first-time exhibitor at this year’s TFWA Asia Pacific Exhibition in Singapore in May

Liht Organics, the Singapore-based organic makeup brand, has set its sights on expansion in global travel retail.

With a strong base in domestic markets in Singapore and in the Middle East, Liht (Living in Her Time and pronounced ‘Light’) Organics is a first-time exhibitor at this year’s TFWA Asia Pacific Exhibition in Singapore in May (Basement 2, C8).

Liht Organics is the brainchild of Singaporean Nerissa Polke. She founded the brand in 2019 following a long battle with adult acne and the realisation that harsh chemicals in everyday beauty products were contributing to her skin issues.

Liht Organics offers a range of products with up to 90% USDA-certified organic ingredients. Each product is gluten-free, cruelty-free, vegan, and free from synthetic chemicals, fragrances, and nanoparticles. The focus is on the face, eyes and lips, with products including bestseller Youth Elixir Liquid Foundation, All Day Perfection Pressed Foundation, Moisture Burst Lip Glaze, Dusk to Dawn Liquid Liner, Illuminating Eyeshadow, Travel Palette and many more.

Youth Elixir Liquid Foundation is available in 11 shades. Its formula replaces harmful chemicals such as mineral oil used in conventional and non-organic makeup with plant extracts such as rosemary, thyme and oregano. These ingredients are rich in anti-inflammatory, antibacterial, and antioxidant properties, helping to protect your skin from visible signs of premature aging. It’s especially beneficial for sensitive skin, occasional redness, or eczema as it soothes and calms your skin.

Youth Elixir Liquid Foundation also contains Aloe Barbadensis to hydrate the skin, offering a healthy glow all day long. It is also talc free to ensure the foundation will not turn cakey and will maintain its true shade all day. It is crafted with rice powder to deliver a smoother, brighter, and more radiant complexion.

Unlike many lip glosses, Moisture Burst Lip Glaze does not have a sticky texture. Available in ten shades, it is infused with coconut oil, castor seed oil, grape seed oil, jojoba oil, shea butter and cocoa butter, to offer an all-in-one product which ensures instant hydration and nourishment.

Sweat-proof and smudge-proof, Dusk to Dawn Liquid Liner will even stay in place while swimming. Its color pigments are crafted with coffee powder and infused with vanilla. The formula is free of harmful chemicals like lead, carbon, and mercury, and includes gentle, natural ingredients such as Aloe Barbadensis, chamomile and rosemary.

Liht Organics targets the modern woman; progressive, multifaceted and efficient. The brand’s mantra is: “We believe that every woman can be anything and everything she chooses to be, uninhibited by societal conditioning.”

With an ‘Organic makeup that’s safe enough to eat’ tagline, Liht Organics’ mission is to provide its customers with safe, high-quality products that allow them to express themselves, feel confident and vibrant, inside and out. Its Unique Selling Point (USP) is its back story – a personal experience which led to the brand’s development – and its insistence on putting its customers wellbeing and the planet’s future at the centre of its products.

“Liht offers ultra-clean beauty that truly perform,” says Polke. “The brand’s journey began with my battle against adult acne in my 20s. After years of relying on medications and steroid injections, I was placed on a strong regimen that came with severe side effects, including depression and potential organ damage.

“I wasn’t in a good place. My dermatologist required blood tests every three months to ensure that my organs were functioning normally, which made me question that if the only way to achieve decent skin was by putting my health in danger.”

Polke started to research the harsh chemicals in her everyday skincare products. She discovered they were likely contributors to her skin issues, with some linked to cancer, neurological damage and hormone disruptors.

Polke switched to organic skincare and noticed a quick transformation. “However, despite the availability of organic skincare options, my condition couldn’t be fully cured because I was still using layers of chemical based makeup to conceal my acne scars that triggered my acne to flare up again. Struggling to find authentic organic makeup that delivered the performance I wanted, I set out to fill this gap by creating my own line high performing organic makeup without compromising my safety.

“I am a firm believer that beauty should never come at the price of your health,” she added.

Since its launch, Liht Organics has enjoyed great success on the domestic market, not just in Singapore but also in the Middle East, with products available in Dubai and Abu Dhabi in the UAE, Qatar and, most recently, Saudi Arabia.

Polke commented: “With that strong base, we are ready to look further afield. We believe the travel retail market offers the opportunity to extend our network, to share our message related to the power of natural products and their benefits.”

She underlines the increasing importance of natural and sustainable products in the global market. “Today’s consumers are seeking out brands that care not only for their customers but also for the planet. This is not niche beauty any longer. This is today’s beauty landscape, and we want to claim it with products that are ideal for traveling consumers.”

Travel retail-exclusive Liht products are in the pipeline and the company is keen to collaborate with travel retail stakeholders to develop bespoke lines.

Liht Organics is collaborating with RT Travel Retail Consultancy to develop the brand’s strategy in the channel. Director Richard Thorpe said: “Liht Organics ticks all the boxes in travel retail. Its products are outstanding, its focus on natural alternatives in the beauty sector is exactly what traveling customers are looking for, and it’s a brand with a strong story to tell.

“The Asia Pacific region offers the ideal starting point for Liht Organics to make its foray into travel retail. There is strong consistent growth and travel retailers are always on the lookout for something new, something that will meet the demands of today’s consumers.”

 

Read the original content: DFNI Frontier

 

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