Does the perfect makeover exist? According to several stylists and image consultants, the answer is yes—as long as you understand your colour palette and season.
One way you can do this is by seeking colour analysis services, which help determine the colours that best complement your natural features, such as your skin tone, eye colour, and hair colour.
While it has always existed since the 1980s, it wasn’t until 2022 that colour analysis became trendy once more, thanks to a TikTok filter going viral, which has been used in over 732,500 posts at the time of reporting.
This “renaissance” has led to a surge in new studios offering colour analysis services worldwide, including Style Forth in Singapore. But with so many studios emerging with seemingly similar services, how does it plan to stand out?
Here’s Style Forth’s story.
She was her client, now they are friends & business partners
Style Forth was first founded by Gwendolyn “Gwen” Janelle Tan, who previously worked in Shanghai, China, as a fashion photographer and a stylist for a multi-label luxury company.
She shared that the inspiration for the business spawned from her two-year tenure working in the city, which led her to return to Singapore in 2016 and become a certified image consultant.
“There was a defining moment when I was presenting and styling for our VIP clients—I witnessed firsthand how understanding what truly suits them could transform their confidence,” explained Gwen.
In fashion and beauty, having an eye for aesthetics is a necessity. Given Gwen’s photography background, transitioning into an image consultant was “natural,” yet also “challenging” for her.
The “natural” part was when her photography expertise proved to be invaluable, as her understanding of how lighting, angles, and different elements work together visually was a trump card that helped her better assist clients.
But here’s the “challenge”: Gwen had to get certified, and on top of that, she also needed to know how to effectively communicate her knowledge to her clients.
You’re not just telling people what to wear—you’re helping them discover their confidence and authentic style. Every client is unique, so you need to be adaptable and able to customise your approach for each person.
The fashion and style industry is always evolving, so ongoing learning is essential.
Gwen Janelle Tan, founder and managing director of Style Forth
Despite the ups and downs, Gwen successfully got her advanced diploma in style coaching in 2018 and established Style Forth in 2020. She went on to help many individuals in their style needs, including the founder of LOOP Marketing Group, Christine Lim.
“I was looking to revamp my wardrobe in 2021 and was introduced [to Gwen] by a mutual friend,” explained Christine, who worked as a financial consultant for 20 years before starting her own marketing agency.
Both ladies eventually became friends, and Christine got “roped in” to assist Gwen. As more gigs came their way, Christine decided to train as a colour and style consultant.
She officially joined Style Forth as a business partner in 2024 and currently oversees the company’s business development and operations.
Many studios offer similar services; how different could it be?
However, there are some who say that Singaporean stylists are not as credible compared to consultants from East Asia, given that many tourists specifically make the trip there despite similar services being offered in their home countries.
Gwen believes the perception stemmed from the strong influence of Korean and Japanese beauty standards in Asia, and comparing consultants based on nationality “oversimplifies” their expertise.
In Singapore, we have a unique advantage of working with a multicultural clientele, which has helped us develop versatile skills in adapting style approaches for different ethnicities, skin tones, and body types.
While Korean and Japanese consultants excel in their specific beauty aesthetics, Singaporean consultants are trained to work with a broader range of styles and cultural preferences.
Gwen Janelle Tan, founder and managing director of Style Forth
But is that truly the case? I decided to put Gwen’s claims to the test when I visited Style Forth with the Vulcan Post team.
Unlike both of my colleagues, this isn’t my first rodeo. I got my first colour analysis in Japan two years ago, where I found out that I had a cool undertone, with winter being my best colour season.
While the consultation was interesting and eye-opening, something that didn’t sit well with me was when the image consultant recommended colours that made me look paler.
Given that paler skin tones were considered the beauty standard in Japan, it was understandable. However, as someone who’s slightly tan, I left the consultation feeling a little more self-conscious than I had expected.
Hence, I made it my mission to find out if my undertone and seasonal colour would remain the same and if I would be given the same advice.
During my colour analysis session with Gwen, we ascertained that I have a neutral-cool undertone. We also found out that I’m low contrast, and my softer features implied that I would suit lighter colours.
My best colour season turned out to be a “light summer”—and it coincidentally was Gwen’s best colour season too! / Image Credit: Vulcan Post 
Several colours were then draped over me, where I found out that pinks and blues helped to “blur out” my blemishes and I needed to be wary of yellows and oranges. / Image Credit: Vulcan Post 
There are also “warm” and “cool” tone whites, and given my best seasonal colour, I think you can guess which suited me better. /Image Credit: Vulcan Post 
Gwen also noted my preference for darker colours and showed how by wearing darker-rimmed glasses, it helps to balance out the intensity of colours like this cool red here. / Image Credit: Vulcan Post
Gwen also shared that with my palette, I could also incorporate some warm-tone colours into my wardrobe, as long as the overall undertone is consistent to keep it balanced—a stark change to the “one-dimensional” recommendations I received in Japan.
“Sometimes, you must know the rules to break the rules,” she said with a laugh. Needless to say, my colleagues and I enjoyed my time at Style Forth, and I felt a little boost in confidence when I left.
Creating the “building blocks” for growth
Style Forth’s services start at S$180 for their basic colour analysis, yet I also wondered: How does the company sustain itself financially, given that many tend to view colour analysis as a one-time investment?
According to Christine, Style Forth offers their customers the flexibility to return for additional services, which consist of style analysis, body shape assessments and personal shopping sessions following their colour analysis.
The majority of Style Forth’s clientele hold C-suite positions or have front-facing roles, but they also cater to people from all walks of life.
In her interview with Singaporean Radio DJ duo The Muttons, Gwen shared that her most interesting clients ranged from girls aged as young as 11 years old to even a government personnel who was from Orange County in the United States.
When asked what strategy they took in establishing themselves among new entrants and expanding their client base, Christine shared that it “took time,” as many were initially hesitant despite growing interest in the mainstream level.
To overcome this challenge, the studio has collaborated with content creators to increase their reach and continued to stick to their niche despite the emergence of new entrants who offer services at lower rates.
“We remain focused on what sets us apart—our dedication to knowledge transfer, exceptional service, and a personalised experience for every client. This naturally led to referrals and positive word-of-mouth. Over time, these efforts helped us establish trust and grow our reputation in the market,” explained Christine.
Their hard work has since paid off as Style Forth has gone on to collaborate with some heavy-hitter brands, including Uniqlo, Porsche and LinkedIn.
Looking forward, the company is looking to create educational content and workshops, as well as develop “innovative styling programs” that combine face-to-face consultations and digital tools, with the aim to make professional styling guidance more accessible to a wider audience.
Both Gwen and Christine have also expressed their ambition to expand their presence regionally and that they are “creating the building blocks now.”
In image consultancy and fashion, it’s not aways straightforward why things become popular or trending. We want to see ourselves in a position of authority when it comes to this space, and we’ll know when we get there—when we create the trends that people love.
Christine Lim, Director at Style Forth
- Learn more about Style Forth here.
- Read more stories we have written on Singaporean businesses here.
Featured Image Credit: Vulcan Post
