About Us
Calithea, translated from Greek, means beautiful goddess.
Calithea was born out of a necessity to fill a gap in the beauty scene here in Singapore. As a dark-skinned, make-up loving individual myself, I began dabbling with my mother’s make-up in my early teens. But it was really only when I grew older and began purchasing my own make-up that I realised finding suitable make-up for myself was an uphill battle. Even something as basic as finding a foundation or powder that matched my skin tone was a near-impossible task. My disillusionment increased with every purchase of lipstick, blush and highlighter that would make me look washed out, or worse, not show up on my skin at all because of my darker skin tone.
There’s no denying that the local make-up scene has improved by leaps and bounds over the years, what with international brands entering our shores as well as the growing multitude of boutique options available online.
But is there more that can be done? My answer is a resounding yes.
Calithea is the result of a long time vision of mine – a deep-rooted desire to build a beauty scene that has something to offer for people of all skin tones, a need to make sure that no individual feels excluded like I once did during my first foray into make-up.
This line was envisioned with two core aspects in mind – wearability and affordability.
We wanted to offer a range of products that would not only look great on a diverse range of skin tones, but also feel great on the face and for the soul. Our products are not only inclusive, they have the bonus of being vegan and cruelty-free.
At the same time, we didn’t want to lose sight of the other core aspect of our line – affordability. We wanted to make sure that our products wouldn’t burn a hole in anyone’s pocket. Here at Calithea, our promise is that our products will always be priced competitively with those of drugstore brands.
Calithea is not just a brand. It’s a movement aimed at empowering anyone and everyone who loves makeup - regardless of age, gender, sexuality, race, colour, shape or size.
We’re only just getting started and we look forward to having you journey and grow with us!
Love,
Priya