Making a name for yourself in a space that’s dominated by international giants isn’t easy, but Yeo Shu Yi, founder of A La Carte, is convinced she can do it by sticking to her beliefs and principles about the skincare industry. Shu Yi speaks to us about marketing her ‘no nonsense’ line of cosmetic products, deciding on a relatively affordable price range, and allowing the quality of A La Carte to promote itself instead of relying on big advertising campaigns.