[PRESS RELEASE] aspurely Founder


Local Skincare Brand Emerges with Founder’s Nature Finds

Singapore, 19 Oct 2021 aspurely, a Singapore local cosmeceutical skincare brand has recently launched its clean skincare products online. 

aspurely, ‘as purely’, implies the term simplicity – simplicity of our promise to only clean skincare, meaning no nasties like alcohol, sulfates, silicones, parabens, fragrances and colorants. With a mission to get people to feel good inside and out with healthier skin and mindful beauty, aspurely is a skincare brand inspired by nature and science.

Meet Coreenna Ong, 46, co-founder and director of aspurely, who founded the brand in the pursuit of mindful beauty. With 25 years of Research and Development in product development and expertise in the skincare industry under her belt, Ms Ong has pioneered the World’s 1st inventions such as:

  • The World’s 1st Anti-Pollutant & Infrared Sunscreen with protection from UV, blue light, infra-red and pollutant,
  • The World’s 1st Anti-Aging Revival Serum that reverses and repairs aging at DNA level,
  • The World’s smallest molecular weight Collagen Amino Acid Powder,
  • And the World’s 1st Anti-Viral Sanitizing Hand Cream that eliminates skin redness, itchiness and dryness

Previously known as Recherché, it has rebranded to aspurely to express its vision that beauty care can be clean, pure, holistic and high performance at the same time.

Ms Ong’s skincare journey started during her teenage years when she experienced severe outbreaks. Compelled to search for the best remedy to achieve a healthier skin, she eventually got the visible results she wanted while experimenting with the different blends of herbs. As her fascination with nature grew, she discovered all-natural preservatives made from eco-certified botanicals and plants all across the world.

Among the plants she studied, one of them was the Haberlea Rhodopensis, a Resurrection Plant used in our Anti-Aging Collection. Being the only plant known to have survived the last ice-age, due to its extreme resilience and ability to survive with little nutrients, Ms Ong has uncovered its ability to reprogram skin cells by modulating genes to increase resistance to aging, exhibiting strong antioxidant activity to protect skin cells from damage.

A strong advocate for holistic beauty and wellness, aspurely skincare products are formulated with Ms Ong’s dedication and love for pre-aging and aging skin concerns – encouraging all to take time for self-care with clean skincare.



Coreenna Ong

Coreenna Ong

Co-founder and Head of Research

Ms Ong has more than 25 years of extensive experiences in research and development, conceptualization, formulation, and production process development. She is currently the Head of Research and Development at aspurely skincare.

She has authored 2 best-selling Beauty and Wellness books with Marshall Cavendish, Nature’s Spa: DIY Beauty Treatments and Nature’s Treats: Recipes for Wellness, which are currently available in the Singapore National Library collection.

Ms Ong was also a Beauty columnist for Lianhe Zaobao, Singapore's largest Chinese-language newspaper publication, with huge regional presence. As its weekly expert contributor, she shared the latest research and technologies from the Beauty industry, and addressed many readers’ skincare issues and concerns, offered beauty tips, quick fixes and insider knowledge.


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