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by Alexandra Nicole Nuralam

Celine Tan-Mordvincev on Passion, Multi-Tasking & Beauty

Celine Tan-Mordvincev (@mscelinetan) is the epitome of a career woman and boss lady. The working mother is the co-founder and COO of Singaporean-owned caviar house Caviar Colony, as well as the COO of The Ate Group, a notable brand strategy and communications agency in Singapore. In a nutshell, she is responsible for the strategic initiatives of both companies, which include brand communications, client and operations management, and international partnerships.

We chat with Celine about her work, the professional lessons she’s learned and her beauty rituals.

Tell us more about yourself.

I wear many hats so being a multi-tasker comes naturally. I am firstly a wife, then a mother to a 2-year-old toddler, then a boss. As the COO of The Ate Group, I am in charge of driving business strategy and commercial ideation, as well as brand forensics and identifying potential opportunities. I am also the COO and co-founder of Caviar Colony, a Singaporean-owned caviar house; I oversee branding, partnerships, expansion-related efforts as well as international marketing strategies. 

These days, I’m juggling between working from home, being in the office and meetings around town. I rarely have time for myself!

How did you get started in your field?

I have always been quite clear about what I wanted since I was in school — to work with people and help brands and plan strategy. I seek out experiences that allow me to gain the experience and knowledge I need.

What is the most valuable professional lesson you have learned?

To be solutions-oriented and to always strive for better results. This ensures that our clients not only receive the best possible strategies, the value we give can also help their personal growth where relevant.

What do you think are your greatest strengths and weaknesses?

It is both my strength and my weakness — the passion for my people, my tribe. I always want to give them the best of myself and that often pushes me to my limits. I find myself sometimes giving until I can’t give anymore, and I find myself exhausted. Yet, through this passion, I build meaningful relationships with people and I genuinely care for each and every single person.

What’s your approach when it comes to beauty and wellness?

To do things in moderation and to start early. Prevention is always better than cure.

Talk us through your typical skincare ritual and your favourite products.

I work with my facialist at Eternelle V to ensure I use the right products for my skin. What I have learned is that during different phases in life and even different weather, seasons, needs or the time of the month, I might need different products. I like that Eternelle V doesn’t prioritise only their inhouse brands, but most importantly, help me to figure out what works for me.

I am strapped for time so I need skincare that is fuss-free. My daytime routine is cleanser, toner, serum, moisturizer and sunscreen. At night, I wipe, cleanse, tone, apply serum, and moisturize. I love, love, love my Declaré Probiotics skincare range. It hydrates without leaving a sticky residue, which is ideal in our climate. A huge plus is that it smells divine. 

About a couple of times a week, I use a treatment sheet mask that helps to moisturise, calm, plump and brighten my skin. My regular serums and moisturisers also get swapped out about twice a week for Juvena products with lift and anti-ageing properties. After gym sessions, I shower and give my face a generous spritz of Declaré’s Skin Meditation Concentrated Spray so that I don’t have to carry my whole bathroom with me. I usually wait for the spray to dry before applying makeup and heading into the office.

Celine’s Beauty Picks
Declaré Skin Meditation Concentrated Spray
Chanel Hydra Beauty Essence Mist, SGD114
Chanel Les Beiges Healthy Glow Sheer Powder, SGD89
Crystal Tomato Beyond Sun Protection Cream Sunscreen SPF75 Blue Light Protection, SGD74
Hermès Beauty Rouge Hermes Satin Lipstick, SGD105

What is your favourite beauty activity to indulge yourself in?

Customised MediFacials by Eternelle V with an integrated laser treatment in the same session. We start off with cleansing and extractions before proceeding to soothing massages, lasers and, finally, post-care masks. I leave feeling rejuvenated and ready to take on the world again. The integrated lasers result in clear skin the following day, minimises my pores, tightens and lifts my skin, fixes my pigmentation and brightens my skin overall.

When do you feel most beautiful?

I feel beautiful when I am healthy and fit, but I actually feel most beautiful when my two-year-old son looks at me when I’m wearing a dress – any dress – and he says, “Wow…” It’s pure love.

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

Over the past year or so, Ate has shifted towards brand strategy and owned content-generation work. We are building on our momentum while working on longer-term goals. 

For Caviar Colony, we are always innovating to provide excellent quality caviar to more people. We are currently working on maximising the use of different sturgeon by-products. However, this is still in the early stages. We want to be a true global player, and to be known as a Singapore brand that sells exceptional caviar. 


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