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by Alexandra Nicole Nuralam

Amadea Choo on Success, Self-Improvement & Skincare

Want to turn your passion into profit? Amadea Choo knows all about it. Before starting bespoke Brand Consulting and Social Media Marketing Firm VFPLUSC, she was the Project Lead of Singapore Fashion Week, ZIPCODE Asia (Fashion Tech Conference) and Fashion Futures.

It was through the management of large-scale projects like these, and interfacing with numerous brands across her 10-year career that led Amadea to start VFPLUSC: “We help businesses launch and grow through insight, strategy and execution. Our mission is to build modern brands that influence business decisions and we use social media as a tool to amplify the content created.”

We caught up with the Singaporean marketing guru virtually as she talks more about her career, what she does in her downtime and why she gave up her 10-step skincare routine.

What keeps you busy every day?

I keep busy with a variety of things each day but If I were to break it down into two categories, it would be: working on my business and myself. 

I begin the day by reading a daily devotional and one or two articles before plunging into the thick of the day, which includes working on our client projects, attending Zoom and in-person meetings, executing our projects and managing our company operations.

Whenever I have free pockets of time, I listen to sermons and podcasts. In my downtime, I tend to think a lot. My mind is constantly buzzing with new information, concepts, strategies, and ideas on how to iterate my business and optimise productivity. I also tend to reflect on recent events a lot and think about how I can do certain things better. 

How did you get started in your field?

When I was project managing Singapore Fashion Week in 2017, I realized that small and medium businesses are very underserved. These brands actually need the most help as they tend not to know which direction to take or if they do, they don’t have the resources to execute them. That’s when I decided to start VFPLUSC—to plug this gap strategically and tactically, in our areas of specialisation: brand strategy, social media content marketing, campaigns, launches, pop-ups, and virtual events. 

What is the most valuable professional lesson you have learned?

Not all opportunities are good opportunities, and to learn to say no when strategic and/or brand values do not align. 

What is your idea of success?

Growing alongside the brands we help! That means having a pool of brands we work with on a long-term basis and constantly making an impact on their growth.

It’s also having the flexibility to spend quality time with my loved ones and pursue my own hobbies and interests at the same time. 

What’s your go-to look for the day ahead? How does your mood or itinerary affect the way you dress for the day?

My go-to look is pretty simple these days since I don’t have to adhere to the typical corporate dress code. I throw on a shirt, jeans and a pair of comfy elevates whenever I have to go for meetings outside as it is an ensemble that is comfortable yet put together at the same time. 

On days where I am working from home, I am usually in activewear or a comfy dress. 

What are your favourite pieces in your wardrobe?

I have my own capsule collection of timeless classics that I wear on rotation. They include my oversized shirts, ribbed knit tops and sweaters, cigarette jeans, high waist pants, my two-piece ensembles (mostly pleated) and go-to bags like my Balenciaga City Mini (from a seasonal collection some years back), my VFPLUSC Book Tote and my Chanel Classic Flap.

I also own some vintage items such as earrings, skirts, blazers and tweed jackets that I wear to give my outfit a boost. Comfy elevates from all over the world. 

Let’s talk about beauty. What is a typical skincare routine for you?

I have tried many skincare products over the years and after some trial and error, managed to put together a routine that works for me. 

It consists of a cleansing balm, followed by a gentle cleanser, toner, serum, moisturiser and sunblock. Occasionally, I use chemical exfoliants when my skin feels clogged. These days, it is all about products that are multifunctional and optimise my skincare efficiency rather than the 10-step routine which I used to do in the past. 

I often keep to similar ingredients but change my products every now and then, depending on my skin’s needs. The one product that has consistently worked for me over the years is the SK-II Facial Treatment Essence. Some of my current favourites include the Sulwhasoo Gentle Cleanser and First Care Activating Serum, Krave Beauty’s Oat So Simple Moisturiser that is perfect for our Singapore weather, and Drunk Elephant A-Passioni Retinol Cream that I use for maintenance. 

Are you a no-makeup makeup person, or actually no makeup?

Both! I usually only wear sunscreen and a lip tint unless I have meetings or social events. Then, I am a no-makeup makeup person if that makes sense (laughs)!

What beauty product are you most particular about and why?

Cleanser. It is important to thoroughly cleanse your skin of any dirt, sebum, and oil for better absorption of products later on. 

How does self-care come into play in your beauty routine? Do you have any practices that help you cope with stress?

Self-care is a large part of my beauty routine. I really enjoy it as it helps me destress after a long day. I use a gua sha tool to massage my face occasionally. It helps firm the skin and while cumbersome (because it is an additional step), it is quite a therapeutic experience!

What are your goals in the future? What are you working towards?

Scaling my business, working on more meaningful projects, constantly honing my skills as a consultant and entrepreneur, and building towards a purpose-driven future across all aspects of life—spiritual, professional, personal and social. 

Amadea’s Beauty Picks

SK-II Facial Treatment Essence, SGD289
Sulwhasoo Gentle Cleansing Foam, SGD50
Sulwhasoo First Care Activating Serum EX, SGD118
Krave Beauty Oat So Simple Moisturiser, USD28
Drunk Elephant A-Passioni Retinol Cream, SGD105
Naturium Vitamin C Complex Serum, SGD37.80
Clarins Double Serum, SGD170
I’m From Rice Toner, SGD38.90

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