The beauty and wellness industry is no longer just about aesthetics — it’s evolving into a movement of mindfulness, transparency, and science-backed self-care. In the heart of this transformation lies a quiet revolution: where clean formulations replace empty promises, and skincare becomes an act of intention, not indulgence. Consumers are no longer buying into surface-level solutions — they seek truth, results, and resonance.
In this redefined era of beauty, certain leaders don’t just follow the trend—they shape the narrative. They honour heritage, embrace dermatological precision, and infuse every product with purpose. One such trailblazer has taken this philosophy to a whole new level. Merging time-tested wisdom with modern innovation, she’s reimagined skincare as a lifelong ritual—one rooted in trust, clarity, and care.
Meet Queenie Singh, the visionary Founder & CEO behind BiE – Beauty in Everything — a brand that’s fast becoming the face of conscious skincare across APAC. With an unwavering belief that true beauty is transformational, not transactional, her journey is setting new benchmarks for what it means to lead with both passion and precision.
A Journey Rooted in Trust, Legacy, and Purpose
Queenie Singh believes beauty goes beyond surface aesthetics, reflecting how individuals care for themselves through every life phase with mindfulness, self-respect, and personal transformation. Her skincare journey was deeply influenced by a nearly 20-year association with Dinyar Workingboxwalla, a legendary skin expert known for trusted, research-driven formulations spanning five decades. This long-standing relationship gave Queenie firsthand experience of the power of science-backed, time-tested skincare.
Inspired by these values, she co-founded BiE (Beauty in Everything) not as a commercial venture but as a natural extension of her belief in mindful beauty. The company honors legacy while embracing the future, focusing on honesty, trust, and efficacy rather than fleeting trends. The brand’s core conviction is that skincare grounded in clean formulations and conscious care empowers individuals to feel confident in their skin—not just temporarily, but sustainably over time.
Queenie’s approach continues to shape her journey as an entrepreneur and changemaker in the APAC beauty landscape, promoting skincare as a transformative ritual that nurtures both the skin and the soul.
Skincare Rooted in Expertise and Integrity
From the outset, BiE (Beauty in Everything) was founded with a clear and uncompromising mission: to offer skincare that is honest, effective, and grounded in both legacy and science. The brand was envisioned as a bridge between over five decades of skin expertise, brought in by co-founder Dinyar Workingboxwalla, and the evolving demands of modern consumers seeking clean, high-performance formulations.
At its core, the company is committed to delivering visible, lasting results through products that are free from toxins and developed with integrity. As the brand has grown, this mission has not only remained intact but has expanded in scope. It now places a strong emphasis on sustainability, incorporating fully recyclable packaging and deepening its engagement with a growing, informed community of skincare users.
The guiding philosophy is simple yet profound: skincare should not only be safe and effective but should also empower individuals to feel confident in their skin, consciously, consistently, and for the long term.
BiE Skincare Icons: Where Innovation Meets Ritual
Rooted in science, perfected by nature—these BiE power products redefine skincare with visible results you can feel.
Glow, Plump, Restore: Skincare That Works
O2WOW! Mask
- Oxygenated glow in minutes
- Stem Cells + Açai + Oxygen Boost
- Lifts daily tan, hydrates, and firms
Superpower- Eternal Youth Cream
- Saffron + Stem Cells + Almond Oil
- Strengthens barrier, fights signs of aging and preserves youth
Plumped! Serum
- Ginseng Stem Cells + Amino Acids
- Boosts collagen, restores skin bounce
DND Overnight Mask
- Wonderage + Ceramides + Bakuchiol
- Supports overnight skin recovery and reduces fine lines
Trust the Science. Feel the Transformation.
BiE distinguishes itself in the competitive beauty and skincare market through its unwavering commitment to clean, results-driven formulations backed by over five decades of dermatological expertise. At its core, the brand is built on the philosophy that skincare should not only be safe and toxin-free but also effective and transformative.
Rather than positioning itself as a trend-driven label, the company has cultivated a reputation for education-led skincare. The brand empowers its customers to understand their skin better, build sustainable routines, and make informed choices, moving beyond superficial solutions to long-term skin health.
What truly sets BiE apart is its deep-rooted synergy between legacy and innovation. Every formulation is guided by the scientific acumen of co-founder Dinyar Workingboxwalla, whose 50+ years of experience form the backbone of the company’s product development. Combined with a culturally intuitive brand voice and modern sensibilities, it offers a skincare experience that is holistic, credible, and deeply personal.
The result is a brand that delivers more than promises — it provides trust, transformation, and a new standard of clean beauty. BiE sells results in every jar, not hope.
Lessons in Every Layer of the Journey
For Queenie Singh, the journey has been one of continuous learning and personal evolution. Each challenge—whether it was navigating product development complexities, making high-stakes decisions, or assembling the right team—demanded clarity, patience, and resilience. Rather than viewing setbacks as deterrents, she approached them as catalysts for growth, allowing each experience to sharpen her leadership instincts.
She understands that true leadership is not defined by the absence of obstacles, but by the ability to remain steady through them. From managing rapid growth to staying grounded in her values amid shifting industry trends, her path has been shaped by adaptability and purpose. It is this ability to confront uncertainty with resolve and turn everyday challenges into long-term strengths that continues to define her leadership philosophy.
BiE by the Numbers: A Beauty Brand Built on Trust and Traction
From remarkable revenue leaps to community-powered growth—here’s a snapshot of BiE’s impact and momentum.
Year-on-Year Growth:
- +41% Revenue Growth (Past 12 Months)
- +69% Revenue Growth (Previous Year)
Customer Reach:
- 200,000+ Customers Served across India
- Rising Traction in the APAC Region
Organic Growth:
- 25–27% of New Customers come via Organic Discovery
- Strong Word-of-Mouth Referrals fueling expansion
Hero Product Performance:
- O2WOW Mask – Double-digit growth QoQ
- Superpower Cream – Trusted & loved
- Plumped Serum – Consistent performer
What It Reflects:
“Trust in what we’ve built—and belief in what we stand for.” ~ Queenie Singh
BiE’s Philosophy and Queenie Singh’s Visionary Leadership
BiE stands as a brand shaped by belief, not fleeting trends. Under the leadership of Founder and CEO Queenie Singh, the brand’s philosophy—“Beauty In Everything”—has evolved into a deeper, more intentional movement centered around holistic well-being, clean science, and long-term transformation.
Singh’s approach reframes skincare as an act of self-respect and empowerment rather than a chase for perfection. Through every product and process, she reinforces the idea that beauty is about nurturing the whole self—from skin and soul to thought and presence.
Key Pillars of BiE’s Philosophy and Leadership:
- Beauty as a holistic journey: Singh believes beauty is not just skin-deep—it begins with mindset, rituals, and presence.
- “Beauty In Everything”: The brand’s core belief celebrates authenticity, intention, and the confidence that comes from conscious care.
- Hands-on innovation: As CEO, Singh remains directly involved in R&D, formulation, and product testing to ensure efficacy and alignment with brand values.
- Collaboration with expertise: All formulations are co-developed with skin expert Dinyar Workingboxwalla, drawing on over 50 years of skin science and expertise.
- Rigorous internal testing: Every product is tested in-house before market release, reflecting BiE’s uncompromising quality standards.
- Clean and effective formulations: All products are toxin-free, consciously crafted, and designed to deliver visible, lasting results.
- Blending tradition with science: BiE merges time-honored skincare wisdom with modern dermatological insights.
Through this fusion of belief, science, and leadership, Queenie Singh continues to guide BiE not just as a skincare brand—but as a trusted movement in conscious beauty, empowering individuals to embrace their skin with confidence, clarity, and care.
Striking a Balance
At BiE, the integration of modern dermatological science with time-honored skincare traditions is not seen as a compromise, but as a core philosophy. The brand takes a deliberate and research-driven approach to formulation, beginning with real skin concerns and reverse-engineering solutions that combine clinical efficacy with holistic sensibility.
Each product reflects a meticulous fusion of proven scientific actives and ingredients rooted in decades of traditional skin wisdom. Rather than following fleeting trends, the company prioritizes performance, safety, and long-term skin health. This harmonious balance ensures that every formulation not only meets the expectations of today’s informed consumer but also honors the rich heritage of skincare practices that have stood the test of time.
By thoughtfully blending the best of both worlds, it delivers transformative skincare that is intuitive, effective, and deeply aligned with the evolving needs of its community.
Cultivating a Culture of Purpose, Innovation, and Empathy
At the helm of BiE, Queenie Singh fosters a culture grounded in clarity, intention, and integrity. Her leadership style is marked by a deep involvement in both strategic and operational decisions, ensuring that every aspect of the brand—from product formulation to customer engagement—aligns with its core mission of delivering clean, effective, and transformative skincare.
She encourages her team to think empathetically and act with purpose, always placing the consumer at the center. This means understanding not just what the customer wants, but what they truly need, and developing solutions that are rooted in real value. Innovation is driven not by trend-chasing but by thoughtful curiosity—constantly asking how the company can solve real skin concerns while upholding its promise of safety and efficacy.
Within the organization, she has cultivated a work environment that balances creativity with accountability. Open communication, collaborative thinking, and a shared sense of ownership are core to the team dynamic. By leading with both vision and adaptability, she empowers her team to innovate with confidence while staying true to the brand’s founding values. This balanced approach has allowed it to grow not only as a business but as a purpose-led brand, making a meaningful impact in the beauty and wellness industry.
Technology Shaping the Future of Skincare and Beauty
BiE recognizes the immense potential of technology, not as a replacement for human insight, but as a complement to it. The brand sees AI and digital platforms as valuable instruments in helping individuals better understand their skin, personalize their routines, and make more empowered decisions.
However, the company remains grounded in the belief that skincare is deeply personal. Human intuition, decades of hands-on expertise, and an understanding of the emotional and lifestyle factors that influence skin health are irreplaceable. While digital innovations can enhance access and scalability, true transformation still lies in the thoughtful integration of science, empathy, and experience.
By striking this balance between innovation and authenticity, it envisions a future where technology amplifies its mission, making clean, effective skincare more accessible, without compromising the human connection that defines its ethos.
Vision for BiE: The Next 3–5 Years
Over the next three to five years, BiE envisions strengthening its position as a trusted, results-driven skincare brand, recognized for its commitment to clean formulations and long-term skin health. The brand’s primary focus will be on purposeful innovation—developing scientifically backed products that address real, evolving skin concerns with precision and care.
The company aims to expand its footprint beyond India, accelerating its growth across the APAC region and entering global markets where demand for conscious, effective skincare is on the rise. With an unwavering dedication to product integrity, the brand will continue to invest in research and development, ensuring every formulation reflects a blend of traditional skin wisdom and modern dermatological science.
As it scales, it will also deepen its connection with consumers through education, transparency, and community-building initiatives. The vision is to create not just a product line, but a skincare philosophy—one that empowers individuals to embrace beauty as a practice of self-respect, confidence, and long-term wellness.
In essence, BiE strives to become the go-to skincare brand for those seeking trusted results, rooted in science, sincerity, and sustainability.
An Open Letter to Aspiring Beauty Entrepreneurs
Dear Changemakers,
Be prepared to stay the course.
The beauty and personal care industry is evolving at a phenomenal pace. In India alone, the market is projected to exceed $34 billion by 2028. With this immense opportunity, however, comes equally fierce competition.
To thrive, you must be focused, resilient, and deeply passionate about what you’re building. From product development to team dynamics to public perception, challenges will emerge at every turn. Embrace them. They’re not roadblocks; they’re milestones in disguise.
Believe in the transformative power of this industry—not just to enhance appearances, but to uplift confidence, identity, and well-being. And more than anything, believe in your own vision to shape that transformation.
It’s passion and perseverance that distinguish a brand from a movement, a founder from a leader.
Stay bold. Stay committed. The journey is worth it.
With belief in your brilliance,
Queenie Singh
Founder & CEO, BiE
The Visionary Leader Transforming Skincare Into a Movement of Mindful Beauty
1. Skincare as Philosophy, Not Product
Queenie Singh is redefining skincare from a transactional act to a transformational ritual, rooted in trust, mindfulness, and scientific integrity.
2. Heritage Meets Innovation
With a foundation built on 50+ years of skin expertise through co-founder Dinyar Workingboxwalla, BiE blends time-tested wisdom with cutting-edge dermatological science.
3. Conscious Beauty with Purpose
Every BiE product is a reflection of intentional leadership—clean, results-driven, and created to empower long-term confidence and skin health.
4. Authenticity-Driven Growth
BiE’s expansion across India and APAC is powered not by aggressive marketing, but by organic discovery, word-of-mouth, and trust in the brand’s promise.
5. Empathetic Leadership in Action
Queenie Singh leads with empathy and vision, fostering a brand culture centered on purpose, education, and consumer well-being, not fleeting trends.
