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When it comes to skincare, Phoebe Song knows exactly what she’s doing—and she’s doing it with a passion that’s as refreshing as the products she creates. As the founder of Snowfox Skincare, Phoebe took her personal skincare struggles and turned them into a global beauty brand that’s all about natural, clean ingredients. But Snowfox isn’t just another skincare line; it’s a movement towards healthier, more mindful beauty routines that resonate with women everywhere. In this interview, Phoebe opens up about what inspired her to start Snowfox, the challenges she’s faced along the way, and her vision for a more inclusive and natural approach to skincare. If you’ve ever wondered how one woman can change the beauty game, Phoebe’s story is one you won’t want to miss.
What inspired you to create Snowfox Skincare, and how did your personal experiences influence the development of the brand?
I have inflammatory Rosacea, a form of Rosacea that’s more severe than most as it goes beyond redness to include itching, hypersensitivity, burning, flaking and pustules. This was before the Clean Beauty movement, so I had a very hard time, as Rosacea is a medically incurable condition so I was forced to learn how to deal with it while most of the market products contained all kinds of sensitive skin-irritating ingredients. Nowadays, it’s a lot easier to find clean, quality skincare and make up, but my condition inspired the creation of Snow Fox’s original cooling range that I’d meant only for professional use. It’s still our best-selling range today.
Snowfox Skincare is known for its use of natural, clean ingredients. Can you share more about your process for selecting these ingredients and why this commitment is so important to you?
As someone with a chronic skin condition, it would be hypocritical to create products that would pose a risk for those with sensitive skin like myself. Snow Fox is Clean by necessity, not by trends – so we’re focused on the science and research behind skin, updating our definition of clean to ensure the best results for our clients. We’re not fans of fear mongering as we don’t think it’s very ethical but understanding the need for “clean” formulas really help those who struggle with skin issues.
As an entrepreneur in the skincare industry, what challenges have you faced in bringing Snowfox Skincare to life, and what moments of success have made it all worthwhile?
I’ve been through everything from scams, people copying us, lawsuits against suppliers who took our production deposit and disappeared, racism and discrimination, Covid shut downs and more. People always assume that brand owners have a lot of money lying around, but the reality is that product based businesses are always struggling with cashflow as each production round ties up liquidity and it takes a while for stock to sell off. Or if something sells out quickly, you’re waiting 60-90 days to collect payment but already owe higher levels of stock to your clients, so you’re burning cash.
There were definitely times I wanted to quit. But seeing the growth of my business and the many happy customers we have, really makes it worthwhile to me. I’m a development-based founder, meaning that the concept behind each product was actually created by me, alongside a team of chemists from different countries. So when customers love what we have, it’s personally a source of pride and joy for me.
How have your international experiences and understanding of diverse skin types influenced the formulation and development of Snowfox products?
When I was in my 20’s, Rosacea was almost unheard of among Asians. I remember simply being overfed antibiotics until I was nauseas because one doctor kept insisting that it would help. (It did not – in fact, all it did was ruin my gut health completely). Even non-Asian doctors would comment that they’d not seen an East Asian patient with Rosacea like mine before. Interestingly, in the past 20 years, it seems like the number of Asian patients with Rosacea has skyrocketed and no one knows why. Rosacea itself is a condition that is doctors are unsure of its cause – till today, which is why there is no medical cure for it.
What exciting new developments or products can we expect from Snowfox Skincare in the near future, and how do you see the brand evolving in the years to come?
Snow Fox has evolved into more than skincare; we’ve (very carefully) expanded into Hair Care and Wellness. It’s a natural progression, much to the happiness of existing Snow Fox customers. We’re still an independent, self-funded company – with no corporate backing. And that’s totally OK with me. I’ve had offers, but when I thought about what I truly wanted for this business, I realized that Snow Fox should be here for the long run – growing organically, carefully and healthily, opted to stay away from overly aggressive investors who just want to get a speedy ROI over business maturity or long-term growth. I’ve seen so many other brands shutting down the past few years from being over exposed to risks and I’m glad that my team and I took the time to stay on the conservative side for our client base. From here, I would say our future looks sunny! And hopefully, with our community’s support, we will always stay this way.
