It may come as a surprise, but the founder of the world's reputedly first performance make-up and professional skincare brand for children aged four to 12 is Singaporean Jessica Tang, 46, and she has taken it global.
Called C'est Moi (pronounced "say-mwa"), the brand launched in Singapore in November 2014 and is available in stores here and online.
Barely two years later, the label has established a global presence in places such as Malaysia, the United Arab Emirates, New Zealand and Australia.
The brand offers close to 70 products across nail, make-up and skincare categories. Prices range from $12.90 for an eyeshadow to $59.90 for a gel mask.
What's special about it
Unlike play make-up, C'est Moi's make-up range is meant for the stage, so the colours are bold and long-lasting.
Also, C'est Moi products are naturally made using fresh fruit cells and minerals and are hypoallergenic; play make-up is non-toxic, but cannot make other similar claims.
How the brand started
Ms Tang, who is married with three children aged 10 to 18, never thought she would become the founder of a kids' make-up and skincare brand.
The idea came to her in 2008. One of her daughters, Annabele, then five years old, suffered from a severe rash after she applied adult make-up on her face for a ballet recital.
Horrified, Ms Tang rushed her to the doctor, who prescribed antibiotics. She searched for a skin product to soothe the rashes and found dermatologically tested products that were meant for those with sensitive skin, but none that was specially formulated for children.
That got her thinking about the gap in the market.
"This is not about vanity. It's about providing for a need. There are so many children who perform for their school or dance concerts and they are using harsh adult cosmetics on their faces," she says.
Eventually, she came up with the name C'est Moi (French for "It's Me"), as she wanted the products to be made in France, which she believes has the best selection of raw materials and stellar technology. The C'est Moi skincare line is manufactured in France, while the performance make-up is made in several countries in the European Union.
"'It's Me' is also about possessing a confident attitude," she says.
Three years of tests, trials, fine-tuning and $1.6 million worth of her savings later, C'est Moi was launched in November 2014 with 52 products.
She is currently also developing new products for the brand. Items in the works include a pimple cream and a lip balm.
C'est Moi products are sold at Metro in The Centrepoint, Hamleys at Plaza Singapura and Marina Bay Sands, Motherswork at Great World City and via the brand's website.
By Bryna Singh, The Straits Times, November 2016