Mabel Koh, Chua Hui Lin, and Novita Lam of HeyLens have been wearing contact lenses since they were young.
Over the years, they’ve constantly been on the lookout for ones that perfectly catered to their needs. “Comfort was always our top priority, followed by the desire to enhance our looks and boost our confidence,” the three friends shared.
Yet, they couldn’t find any that achieved this to their liking. Most of the lenses available were designed to give doll-like features. While appealing to some, they wanted something more subtle and natural.
So they took matters into their own hands.
Seven years in the making
The idea for HeyLens began years earlier. It was the brainchild of Mabel back when she was still a teen in Melaka, Malaysia, and was supported enthusiastically by Hui Lin. But they were still young and didn’t have the necessary resources or experiences to pursue it.
Fast forward seven years later, Mabel brought up the idea again. And this time they were better prepared to start the passion project as working adults, with Mabel’s career in engineering and Hui Lin’s in construction.
This marked the beginning of HeyLens’ official inception in 2021.
It wasn’t long before Novita, a friend of Mabel’s from Indonesia, decided to join the venture as well. With Novita being a content creator on the side, Mabel reached out to her for marketing advice. She liked the vision and passion so much that she joined them as co-founders.
That’s how the trio came together. “We were motivated by the belief that we could design a product that not only we would love, but also others facing similar issues would appreciate.”
About two years of R&D were dedicated to creating their ideal contact lenses. This included undergoing several registrations with the Health Sciences Authority (HSA), which regulates health-related products.
On September 28, 2023, the brand officially launched its contact lenses to Singaporeans.
Designed to complement Asian features
There are three different series of contact lenses at HeyLens:
- Daily Essential series – features a natural-looking appearance with a subtle enlarging effect. These are catered for everyday wear.
- Café series – features lenses in three different colors and a deeper contrast edge line. These provide a soft yet more noticeable enhancement to the eyes.
- Skyline series – features more colours in higher pigmentation and has tiny sparkles to make your eyes pop without being too bold.
Each of them are designed in-house by the trio and comes in natural tones that blend well with Asian eyes. You’ll find varying shades of brown, amber, and dark grey to choose from.
“The reason we chose to focus on natural-looking colours rather than more adventurous ones like red or green aligns with HeyLens’ bigger brand mission,” they shared. “Our primary goal is to provide contact lenses that enhance the wearer’s natural beauty and boost their confidence.”
By designing the contact lenses to look more natural, it also makes them more appealing for everyday use. This approach widens its suitability for a range of occasions, be it for casual or special events.
Currently, the brand’s products can be purchased at their partnering optical stores around the island. Here, you can get complimentary eye checks, where the optometrist will also guide you through the proper care and use of contact lenses.
Its catalogue only carries monthly contact lenses (all S$30) at the moment, meaning they have to be replaced after 30 days of usage. But the daily ones will be released later this year for those who aren’t keen on wearing it as often.
We were also told that they will be offering subscription packages soon to ease the purchasing process for customers.
Helping locals look more au naturale
Speaking candidly, the three friends explained that K-beauty played a big role in shaping HeyLens. According to them, Koreans heavily emphasise on natural beauty which is refreshing compared to the usual Western beauty standards.
“This philosophy resonated with us and our vision for HeyLens. We wanted to create lenses that not only complemented Asian facial features but also fit seamlessly into our customers’ daily routines.”
The founders shared that HeyLens’ contact lenses are made from high-quality materials that are safe and comfortable for long-term wear. This is something that many of their customers also vouch for, according to the trio.
After studying the current market, they identified that many contact lenses either focused on aesthetics of comfort, but rarely both. “What sets HeyLens apart is our commitment to delivering contact lenses that excel in both areas.”
In that light, they chose to outsource the manufacturing of HeyLens’ products to a reputable factory in Korea that has a long history of making contact lenses.
As the products are classified as medical devices in Singapore, customers with short-sightedness need to have their eyes checked by a professional optometrist beforehand. But overseas clients can purchase them on their webstore.
Currently, most of their buyers are from Singapore, where they have a growing customer base. They’ve been seeing substantial interest and sales internationally as well, particularly in Malaysia.
Looking ahead, the team is working on expanding to other countries in Southeast Asia, with priority going to Indonesia and Malaysia.
“We’re actively pursuing partnerships with local retailers and optometrists to ensure wide availability and professional support for our products. These collaborations will help us establish a robust distribution network, making it easier for customers to access HeyLens’ contact lenses,” they stated.
Featured Image Credit: HeyLens