First Singapore... then the US, China, Germany, Dubai, UK, South Korea, Malaysia, Hong Kong, Thailand, Australia
Purposeful Skincare by Allies
THE BRAND
A play on the term “public service announcement”, the brand, an offshoot of home-grown cult brand Allies of Skin, launched in March 2020. “PSA is our Gen-Z and millennial-focused line driven by clean, efficacious formulas,” says founder Nicolas Travis.
That means a vibe that’s youthful and fun, prices that are pocket-friendly, and clean formulas.
Its six products (cleanser, toner, two serums, mask, and night oil) are all under $58. And the formulas contain superfoods, peptides, vitamins and antioxidants, but without potential irritants like alcohol, essential oils, sulphates and so on.
THE STRATEGY
Instead of launching in Singapore, then in other countries after, PSA went full on into Sephora Malaysia, Thailand and Hong Kong at the same time.
Travis says that PSA took two years to develop and is a collab with Sephora Asean, hence, its hard deliver-by date.
Two months later, in
