When you’ve grown up thinking squeaky-clean skin is the sign of a good wash, it’s hard to question it. For Mike Yen, CEO of Singapore-based brand LY-Lifestyle, it took a single, unlabelled bottle of body wash from his father to challenge that belief.
“I didn’t expect anything,” Mike recalls. “It’s just body wash. How different could it be?” But when he used it, the texture, the rinse-off, and the way his skin felt afterwards were so unexpectedly gentle and balanced that it stopped him in his tracks.
“The cleanser was naturally scented, and my skin felt clean but not tight, moisturised but never coated… and that’s when it hit me — maybe we’ve been washing the wrong way for decades,” he says.
That small moment sparked a big shift in how he thought about skincare. Three years later, in 2016, LY-Lifestyle was born.
Skincare That Follows Skin, Not Trends
Today, LY-Lifestyle’s philosophy is clear: the brand doesn’t jump on every viral ingredient or fleeting TikTok beauty trend. “We don’t chase trends. We follow your skin’s truth,” Mike says simply.
Founder Louis Yen (left), CEO Mike Yen and his sons (right)
More than a tagline, the brand’s “less but better” approach is a guiding principle.
“If a beauty trend aligns with our values, we adopt it — even if someone teases us for being a copycat. We don’t use trends to sell products; we use them to make products better,” he shares.
This mindset comes from his father and founder of LY-Lifestyle, Louis Yen, who taught him that the best products are those we’d feel safe and proud to use on our own loved ones. It’s why LY-Lifestyle focuses on creating products they’d be proud to use themselves.
The ‘1/1/90/10’ Rule
One glance at LY-Lifestyle’s website and you’ll notice something unusual: most categories have just one product to start with. That’s a natural reflection of how they develop formulas.
“One good product. One specific purpose. And the ability to perform at 90% or higher in addressing that purpose,” Mike explains. Only when that 90% is addressed does the brand move on to the final 10% – “the edge cases and exceptions.”
This is why, instead of releasing multiple cleansers for oily, dry, brightening, or anti-ageing, LY-Lifestyle creates one versatile cleanser that does it all without complicating your routine or causing choice paralysis.
“When your skin isn’t stable and you don’t understand the root cause, using different ‘targeted’ products often makes things worse. That’s how the cycle of over-care begins,” Mike observed.
Made With Family in Mind
Mike is quick to point out that “designing with family in mind” isn’t just a marketing line. “We don’t cut corners. Not because it’s trendy to say so, but because that’s just how we are,” he shares.
“We’re fortunate. Through personal experience and the passion of our in-house R&D team, led by Dr Eason Chiang, we rigorously question everything — from raw ingredients to formulation stability and long-term skin impact — ensuring every product reflects our commitment to your skin’s health,” Mike elaborates.
“We also manage our own development and manufacturing, so quality stays in our hands. Every product is made to the same standards we’d use for ourselves and our families,” he continues. “We always put plant-based ingredients first, only use synthetics when they’re safer or more effective, and avoid anything that could be harmful.”
Cleansers To Get You Started
At LY, cleansing is the foundation of any routine. “Cleansing is the first step in skincare, and the easiest step to get wrong,” Mike says. The wrong cleanser can strip your skin’s lipid layer and microbiome, leading to long-term sensitivity and damage.
“If you truly want to understand what makes LY different, start with our cleansing products and give us three months of consistent daily use,” Mike says with confidence. “In the end – not you, not me – your skin will give the final verdict on us.”
Left to right: RevitaPūr Face Wash, RevitaRosée Hydrating Cleanser, Gentle Baby Bath
This is why LY’s Starter Trio is built entirely around cleansing:
- RevitaPūr Face Wash (S$48): A nighttime cleanser that deeply purifies while hydrating, powered by UHPP™ Moisturizing Factor to mimic your skin’s own Natural Moisturising Factors (NMF). Leaves skin brighter, softer, and ready for overnight repair.
- RevitaRosée Hydrating Face Cleanser (S$48): This “aqualess” morning cleanser uses luxurious Rosa Damascena Flower Water (Rose Hydrosol) to gently lift impurities without stripping. Skin feels refreshed, calm, and balanced for the day ahead.
- Gentle Baby Bath (S$48): Amino acid-based and baby-safe, yet loved by adults with sensitive or eczema-prone skin. Cleanses gently while preserving the skin barrier, available in three soothing scents.
Despite its name, the Gentle Baby Bath has a devoted following among adults with eczema and hypersensitive skin. “In reality, the opposite is true: this cleanser became a lifeline for adults with chronic skin issues who were out of options,” Mike reveals.
Try This For Effortless, Everyday Radiance
If you prefer a makeup-skincare hybrid, Mike points to the LY Anti-Aging CC Primer Cream (S$48), a tone-correcting, anti-ageing, and UV-protective cream that leaves a fresh, dewy finish. It’s made for busy mornings and anyone who wants to look healthy and polished with minimal effort.
Who LY Is and Isn’t For
Mike doesn’t sugarcoat it. “If your skin is problem-free, patience isn’t your thing, and you’re not curious about how your skin or ingredients work — that’s okay. Maybe wait until you do have skin concerns. When the time comes, you’ll understand what sets us apart,” he says.
If you’re ready to commit, he recommends starting with cleansing. “Our products aren’t designed for quick fixes. They’re made for people who are ready to invest in long-term, gentle, and science-based skincare.”
Instead of chasing constant new launches, LY-LIFESTYLE takes a different approach: fewer products, crafted to be better. Their philosophy is simple — start with cleansing, the foundation of every routine. If you commit to using LY’s products daily for three months, the results will speak for themselves.
Where to Shop LY-Lifestyle
LY-Lifestyle products are available at LY-Lifestyle’s website, Shopee, and Lazada. For updates and tips, follow them on Instagram and Facebook.
This article is brought to you by LY-Lifestyle.
