THE ALL-NATURAL ROUTE

by: Catalog

Going organic created such an impact on Kendra Liew's life that she ditched her previous profession to start Katfood, an organic beauty line. Raw, unprocessed and completely free of chemical preservatives, each product is so natural they're all almost edible! A humongous believer of the organic lifestyle, this girl boss herself hopes Katfood can help shape others' lives as much as going natural has shaped hers!

Hi Kendra, can you briefly tell us the story of how Katfood started? Are there actual cats involved in your brand story?
Katfood started in 2014 when I decided to take on the challenge of entrepreneurship instead of continuing practice as a divorce lawyer. And yes — my two cats were involved in the business’ entire decision-making process and played crucial consulting roles in the formation of the brand’s image.

We love the names of your products — lots of puns and pop culture references! What's the creative process like when coming up with these? Pretty straightforward – just plenty of booze and the Internet on standby!

THE ALL-NATURAL ROUTE

Can you walk us through a typical day for you?
Every day is different and that's the beauty of my job! On a typical day I get in the office at about 10am and depending on my to-do list, work on anything from formulating marketing plans and stock production to back-to-back meetings!

How do you ensure your brand stands out from the other homegrown beauty brands?
We have a very quirky and distinctive packaging style that is unlike any other homegrown beauty brand. In addition, I think we have a much wider range of products that our users can substitute into their daily lives. We have everything from face wash to deodorant to body lotion at very affordable prices, so  \everyone can enjoy using high quality natural products, not just as luxuries, but as practical purchases.

Real talk: Some people are skeptical about homemade beauty products because of hygiene concerns. How do you work around this and how do you keep hygiene standards up?
We are extremely particular about hygiene, cleanliness and the freshness of our ingredients. We use the Good Manufacturing Practice as our guideline. In addition, equipment that come into direct contact with the unused portions of our ingredients are medical grade and disposable, and we thoroughly sanitize our workspace and equipment each time we make a batch.

The danger of bacteria breeding arises when a product contains water. As we don't pad our products out with water-based filler ingredients, most of our products do not contain any preservatives other than Vitamin E oil, to prolong the lifespan of the oils used in them. To ensure the safety of our products that do have water content, we use lactobacillus ferment, an all-natural, plant-based preservative. Depending on the product, we also advise consumers not to use them longer than the stated 3 to 12 months, so as not to compromise the freshness and stability of the products.

In your experience, how long do homemade organic skincare products last? What are telltale signs that something has expired?
The longevity of a homemade organic skincare product depends on its composition and how it's packaged and stored. As there are many variables that affect a product’s lifespan, I cannot give an exact answer. When determining if a product is expired, look out for changes in its scent, texture or colour. Also, if a product’s ingredients have separated, it might be a good idea to throw it out (unless that's the nature of the product)!

Do you remember your first organic buy? What was it and did you notice an immediate change when you used it?
When I first started using organic natural skincare, I didn’t buy anything, but just went to the kitchen and started putting food on my face. I was the girl who would put bananas in her hair and honey on her face. Using natural skincare is a process and not a quick fix – you don’t see results as quickly as when you use store-bought chemical products, but the effects do last better in the long run.

What are some important properties of organic skincare products people are usually unaware of?
Natural skincare needs to be stored in a cool, dry and dark environment to maximise their lifespan. It is important that the products do not come in contact with water as that may compromise their stability and longevity.

Some people think that the organic movement is simply a trend and not something they should take seriously. If someone close doesn't buy the idea of an organic lifestyle, how would you convince them?
I would convince them by showing them how easily they can adopt natural products and practices in their lifestyle. It's as simple as switching out their current face wash or makeup remover for Katfood instead!

Complete the sentence: The best part about leading an organic lifestyle is…?
…knowing that you are doing good for your body and the environment!

Organic beauty and organic eats go hand in hand. Are you a fan of any particular establishments that serve organic food? Care to let us in on it?
I love ordering from Grain (grain.com.sg) for healthy, delicious food made with the freshest ingredients. They deliver really high quality food right up to your doorstep at very reasonable prices!

When you shop for food/products, what goes into your shopping bag that's organic? And what products are fine even if they're not organic?
Fruits and vegetables! As they are often eaten raw after a quick rinse under the tap, I am extra careful to make sure that the ones I buy have not been exposed to chemical pesticides. However, if the fruit has a thick skin that will not be consumed (like watermelon), it is okay to get it non-organic since the skin serves as a barrier between harmful pesticides and its flesh.

What is your biggest indulgence?
Beer! Both as a homemade hair shampoo and as my Friday evening beverage of choice!

 

I LOVE, YOU LOVE, WE LOVE KATFOOD

Your vanity should never be without these lovely new products that are now available at CATALOG Marketplace!

THE ALL-NATURAL ROUTE
THE ALL-NATURAL ROUTE
THE ALL-NATURAL ROUTE
THE ALL-NATURAL ROUTE
THE ALL-NATURAL ROUTE

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