Meet Sharyln Neo, an entrepreneur who is looking to fix sensitive skin conditions, one at a time. In a world dominated by big brands, Sharyln has carved out her own path, transforming her corporate experience into a growing business focused on solving sensitive skin issues.
As the founder of Sharyln & Co, a Singapore-based skincare brand that caters to those suffering from acne, eczema, rosacea, psoriasis, and other skin sensitivities, Sharyln is making waves in the industry with her innovative and tailored approach. She also runs a project and event company. Here’s her story.
What inspired you to transit from working for others to starting your own skincare product range focused on acne and eczema?
My lifelong passion has always revolved around beauty. After completing my Diploma in Banking and Finance, I embarked on an exciting journey to acquire an international skincare diploma, CIBTAC, and a Diploma in Professional Makeup. To ensure I stayed at the forefront of the industry, I engaged in freelance work with renowned beauty brands like Guerlain and La Prairie for over a decade, all while holding positions in various corporations.
My 10 years in the medical aesthetics sector expanded my knowledge of skincare even further. During this time, I was involved in the establishment and opening of beauty salons and medical aesthetics clinics, where I developed comprehensive treatment programs, sourced effective skincare products, trained therapists, and implemented marketing campaigns.
Working in the beauty industry exposed me to a vast array of products and kept me updated on the latest advancements in aesthetics. It also positioned me as the go-to person for skincare advice among friends, loved ones, and even my own teenage children, helping them maintain blemish-free skin. Encouraged by the positive results experienced by those I’ve assisted, I decided to take a leap of faith and share my carefully curated treatment products and programs with everyone, with the ultimate goal of helping people achieve clear skin and regain their confidence.
How did your experience in the corporate world influence the development of your skincare brand?
My corporate background instilled in me a strong sense of discipline, strategy, and attention to detail. I learned to manage projects, meet deadlines, and deliver quality results. These principles became the foundation of my brand. I also brought in a customer-centric approach, ensuring every product is designed with users’ needs in mind.
What unique challenges have you faced in creating products for specific skin conditions, and how have you overcome them?
I initially planned to start my skincare business focusing on acne, pigmentation, and acne scars. However, COVID hit three months after I started my business. I had to think of ways to survive. By God’s grace, I realised that a product I had been using since 2002 could eliminate acne bacteria (C. acnes) and also Staphylococcus aureus, a bacteria that can cause skin irritations.
I shared this discovery with my chemist, and KYLN Maskne Toner for Acne & Maskne and KARE Skin Soother Toner for eczema and skin irritations were launched. I’m glad that I received positive reviews from clients including nurses and dentists, saying the products helped them through their challenges. This pivot led me to focus on treating acne and eczema, and over the years, I improved my formula to also help those suffering from rosacea and psoriasis.
Creating effective products for sensitive skin conditions is no small feat. I had to invest time and money in research and development to ensure safety and efficacy. A key step in our process is personal testing—every product is first tried by me, then by family, friends, and some customers. Only after receiving positive feedback and seeing real results do we proceed with the launch. This approach ensures we’re delivering solutions that truly work.
Can you share the key ingredients or innovations that set your skincare range apart from others in the market?
Our skincare stands out because of its commitment to using safe, anti-inflammatory ingredients. We avoid ingredients that are banned by the National Eczema Association and the National Rosacea Society. We also steer clear of common irritants like artificial fragrances, parabens, and formaldehydes. Transparency is a cornerstone of our brand—we want our customers to feel confident in what they’re putting on their skin, so we display the full ingredients list on our website.
How do you balance managing a skincare business with running a project & event company, and what skills overlap between the two?
Balancing both businesses is both fun and challenging, but it’s all about time management and prioritisation. I love what I’m doing, so I never see them as work. My daughter often jokes that I must be sick if I don’t have my phone or MacBook in hand. Running a project & event company has taught me to be resourceful, creative, and detail-oriented—skills that are invaluable in managing my skincare brand. Both ventures allow me to channel my passion for creating meaningful experiences, whether through events or skincare solutions.
We focus on education and empathy in our marketing. Instead of hard-selling, we aim to empower our audience with knowledge about their skin and the importance of choosing gentle, effective products.
What role does customer feedback play in the development and improvement of your skincare products?
Customer feedback is at the heart of everything we do. It guides product improvements and helps us identify gaps in the market. Listening to our customers allows us to build trust and create products that genuinely address their needs. For example, customers said they dislike applying body cream on their dry skin because they hate the sticky feel. I came up with a formula that leaves skin feeling velvety in Singapore’s hot and humid weather.
How do you approach marketing your skincare brand to people dealing with sensitive skin conditions?
We focus on education and empathy in our marketing. Instead of hard-selling, we aim to empower our audience with knowledge about their skin and the importance of choosing gentle, effective products. We also build trust by sharing real customer stories and being transparent about our ingredients and processes.
Can you share with us some plans for your skincare brand and your project & event company?
For Sharyln & Co’s growth, I aim to expand the product line to clinics, nail, and spa salons, where clients with skin issues often seek relief. Additionally, I’m looking to enter international markets, including neighbouring countries like Malaysia, Vietnam, Indonesia, and Thailand.
As for my project & event company, the focus will still be on solving my clients’ problems. Both ventures are driven by my passion for creativity and problem-solving.
What advice would you give to aspiring entrepreneurs looking to enter the skincare industry or juggle multiple businesses?
Stay authentic and focused. Build something you believe in, and don’t be afraid to ask for help. It’s also crucial to stay customer-focused—listen to your customers and adapt to their needs. If you’re managing multiple businesses, learn to delegate and prioritise effectively.
Where do you see yourself, and what’s your vision for Singapore in the next five years?
In the next five years, I hope to see Sharyln & Co recognised internationally as a trusted brand for sensitive skin solutions. I want to contribute to a culture of innovation and quality.
For Singapore, my vision is for more homegrown brands to shine on the global stage and place Singapore on the map as a leader in skincare and beyond.
Connect with Sharyln: Sharyln & Co and LinkedIn.
