About
The story so far
From skincare obsessive to creator-CEO — building in public.
How it started
I started posting about skincare on Instagram because I was genuinely obsessed — not because I wanted to be an "influencer." Turns out, a lot of people felt the same way. That account became @wendyskin and grew into one of the most trusted beauty voices on social media.
Then came food
@wendereats — my food and dining channel. Because honestly, if you know me, you know I think about food almost as much as I think about skincare. It's where I share recipes, restaurant finds, and the kitchen products I actually use.
From creator to CEO
Today, I have 5M+ followers across beauty and food, spanning six platforms. But the most exciting thing I'm doing isn't posting content — it's building companies.
I realized that creators have the same problems over and over: managing content across platforms, tracking what works, dealing with brand deals, and building something that lasts beyond the algorithm. So I started solving them.
Informal is a full-service creator agency — we handle the business so creators can create. ENVI is the Creator Operating System — the SaaS tool I wish existed when I started.
Angel investor
I'm an active investor in consumer and wellness brands I genuinely believe in, including Neutonic, Superbonsai, and It's August.
What this site is
This is my home base on the internet. Everything I do — content, companies, product picks, newsletters — lives here. No algorithm, no platform changes.
Think of it as your friendly big sister's corner of the internet. I'll always keep it real with you.
Timeline
Started @wendyskin
Posted my first skincare review on Instagram. Grew to 10K followers in the first year through honest, no-BS product breakdowns.
Went viral during lockdown
Skincare routines and "shelfie" content exploded. Hit 100K followers. Started getting brand partnership inquiries.
Launched @wendereats
Expanded into food content. Recipe videos and restaurant reviews gained traction quickly — the audience was already there.
Hit 1M followers
Crossed the million-follower milestone across platforms. Started working with major beauty brands — but wanted more control.
Founded Informal
Built a full-service creator agency to handle the business side for creators who just want to create.
Started investing
First angel investments in Neutonic, Superbonsai, and It's August. Began building ENVI — the Creator OS.
5M+ followers. Featured in Vogue.
Press features in Vogue Singapore, Flaunt, Numéro Netherlands, and more. ENVI launched in beta.
Building the future
Scaling Informal, launching ENVI publicly, and continuing to invest in brands I believe in.