Our Story

About

I never thought I could be who I am today.

what happened?
“It all began when my daughter had a flare up in school..”
Yati Nasir
owner + FORMULATOR
100% handmade

Everything is handmade with love… including packaging for delivery!

High performance

Only high quality ingredients are being used. No nasties as well.

made in small batches

My batch do not exceed 1kg and packaged individually by hand.

Serum

Nourish. Relief. Heal naturally

halal-compliant & Herbal

01

prevents dryness

Long-lasting hydration to relieve common skin problems like Eczema and Acne

02

High-Performance ingredients

Formulated with plant-based ingredients and backed by science

03

Minimalist

Formulas are kept simple, Halal-compliant and skin-friendly ingredients.

04

Suitable for Everyone

Because there are no nasties, it is suitable for the whole family – from babies to old folks.

05

Made in small batches

I am a handmade artisan and I do not mass produce products.

Yati Nasir

Hi. I am Yati Nasir.
I am a mom, blogger and formulator.

About Sweetheart.beauty

Sweetheart Beauty is a handmade skincare brand created for people with dry, inflamed and itchy skin, regardless of who and how old you are!

I created Sweetheart Beauty in 2023 to share with the world that there may be no cure for Dermatitis but there is relief. You just need to find it.

Whether you are young or old, fair or dark – it doesn’t matter! We all have the same Integumentary System!

I am based in Singapore – the Garden City with the world’s best airport.

Sweetheart Beauty is a Muslim-owned business and I proudly say, Made by Mom for Moms (and your kiddos too!).

Sweetheart Beauty products are formulated with high-performance Halal-compliant and minimal ingredients. Also, no nasties such as:

  • No Formaldehyde Releasers
  • No Talc
  • No Mineral Oil
  • No Parabens
  • No PEGs
  • No Alcohol

My brand is cruelty-free. No tests, research and studies will be done on animals, ever.

My name is Yati Nasir and I am the owner and formulator at Sweetheart Beauty.

I am a mother of 3. I used to work in the corporate world but left the job to focus on my children.

My Background

I am a Diploma graduate in Computer Engineering (Temasek Polytechnic) but that wasn’t my call. So, from 2014 I started doing what I love. I expanded my knowledge and took several courses:

  • Diploma in Organic Skincare Formulation, UK
  • Certificate in Facial Masque Therapy, UK
  • Advanced Certificate in Natural High-Performance Serum Formulation, UK
  • Advanced Spa Facial Course, USA
  • Crystal Healing, Singapore
  • Certificate in Energy Healing, Singapore
  • Black Soap Formulation, Nigeria
  • Cosmetic Workshops making Face, Cheek and Eye products, USA

My husband and my daughters currently have Eczema and we have never found a solution.

The itch will be worse whenever they are stressed, feeling too hot or not drinking enough water. In school during assembly, my 2nd daughter has to sit on a chair because sitting on the school hall floor will trigger her eczema.

It hurt me so much seeing her crying and scratching not knowing what to do, at that time.

Luckily, her condition is so much better now! She regularly use moisturizers, balms and night creams I formulated for her.

So, believe me when I say I know how it feels like having a bad day! Non-stop scratching, redness, bleeding, tearing skin, scabs, flakes, scars…

Let me help you find relief.

Because I am a small business, certifications can be pricey.

All my products have been notified at Health Sciences Authority (HSA), Singapore.

Questions?

Feel free to email me at hello@sweetheart.beauty and I will gladly reply!