Meet the Team

Simone Wu

Simone Wu

Being a beauty insider was not something Simone had thought she would be. She didn’t play with makeup when she was young and only started using sunscreen at 24. She loved writing as a child, and so when the opportunity came for her write for a fashion magazine, she dived into it. That was where she discovered the science behind beauty. Since then, she was hooked, and went on to serve as a beauty editor at top women’s magazines in Singapore, such as The Singapore Women’s Weekly, Simply Her and Her World. Throughout her career, she has engaged in all facets of beauty content strategy across a variety of platforms, and with Superbly, she’s discovered an interest in branding and marketing communications. Simone gets excited talking about zombie films, salted butter, and bubble tea. In her free time, she morphs into a film critic on Twitter. simone@superbly.xyz

Chelza Pok

Chelza Pok

Design work has a way of bringing a sense of calm to this art director. With more than 10 years of experience and having worked for magazines like Female, Simply Her and The Peak, her dream is to design album and book covers. Her remarkable eye for aesthetics extends to her home; she owns the most amazing crockery, and out of the five of co-founders, has the best-looking home. She is so tidy, she is Superbly’s very own Marie Kondo. These days, the budding botanist finds cooking for her kids a creative challenge and an everyday joy. She finds new ways to express her creativity, most recently, in watercolour brush calligraphy. The snowboarding enthusiast also loves winter and heads to the slopes every year. chelza@superbly.xyz

Larry Yeo

Larry Yeo 

An educator at heart, Larry is an industry leader in the field of makeup artistry. Backed with an academic background in biotechnology and cosmetic science, this award-winning makeup artist has a genuine passion for teaching women about correct makeup application techniques and skincare use. He started makeup work at the retail floor, created looks for magazine spreads, and is frequently booked as a makeup training consultant and expert representor for global makeup brands like M.A.C Cosmetics, Clinique, Revlon and brands under the Mentholatum Group. Larry is the only independent makeup artist in Singapore who has done makeup for the fashion week season in Paris and New York, and his fashion week objective is to learn from makeup gurus like Kakuyasu Uchiide, Sarah Lucero and Gato. This avid traveller has been to Rome yearly for the past nine years and counts Italy’s capital as his home away from home (ask him about the best places to eat there!). larry@superbly.xyz

Tsiao Hui

Lim Tsiao Hui

In between school runs and rescuing the robotic vacuum cleaner from tight spots, she builds websites and sources for fuss-free dishes to cook. Family meals have become mini photo shoots for this iPhone photographer. After close to 10 years at Simply Her testing home gadgets, reviewing eateries, interviewing chefs, and working on recipes and editing stories, she’s gained some sound experience not just in publishing, but also in the food and consumer industry. After putting the kids to sleep, she steals time to watch Netflix, and browse through Monocle and The New York Times while sipping her favourite Tie Guan Yin brew from her Sims Drive tea supplier. tsiaohui@superbly.xyz

Mia Chenyze

Mia Chenyze

Known as the App Queen in the team, Chenyze has a mobile/desktop app for everything (even one to remind her to drink water), and constantly updates the team with new apps (and gadgets!) she discovers. The resident food writer and unofficial food directory, Chenyze is very easily persuaded when it comes to eating and drinking. She’s also very fussy – after all, she was previously the consumer and lifestyle writer at Simply Her. Scrolling through pages and pages of product reviews is her idea of fun, and she would happily get into a lengthy discussion dissecting the merits of one vacuum cleaner over another. chenyze@superbly.xyz