Our annual GRAZIA Game Changers initiative celebrates bold ambition and fearless innovation. These are the people reshaping industries, communities, and culture—one daring move at a time.
Ahead, meet Eugenia Ye-Yeo. Refusing to let busy schedules dictate how women care for themselves, she founded Nodspark. With it, she creates beauty products that don’t require compromise, introducing a space where convenience and indulgence can coexist.
What inspired you to pursue this path?
It all started from my own experiences. I found it hard to get reliable beauty services that could fit into a busy schedule. Back in the day, when I had my second child, it always felt like I had to compromise on time, convenience or results. Around the same time, I came across alternative beauty formats within the beauty space that made me question how we view beauty and its traditional ways of delivery. I then worked towards creating a lifestyle out of a simple and niche product that was at the time still largely unfamiliar to the Singaporean market: nail wraps. And the rest, as the saying goes, is history.
Your work has reshaped the landscape of beauty, in particular for modern women. What motivated you to challenge the status quo?
I thrive on going against the grain. Not just to challenge the status quo, but also to create new paths and voices. I tend to ask, “Why not?”—especially when existing solutions become limiting. What motivates me is the opportunity to present alternatives that don’t compete with but genuinely improve what’s out there. That is what progress is to me. And when those changes elevate people’s lives in an impactful way, it becomes the reason to keep pushing forward.
I thrive on going against the grain.
Have you ever faced a moment of self-doubt? How did you push past it?
Yes, especially when we were about to launch Lazy Lashes. It was our third iteration of DIY lashes, and I knew we hadn’t fully delivered with our first version, the magnetic lashes. Some customers struggled with it, and I worried we lost their trust. But at the same time, I had strong convictions that this version was different. Under-lash clusters that you can actually sleep in was a real breakthrough, and I believed it solved the core problem in a more intuitive way.
That self-belief pushed me past the doubts and fears. And the best part was seeing customers who didn’t love the first version coming back and giving us another chance, telling us how much easier this was—by a mile! That was incredibly humbling.
What’s a belief or idea you held at the start of your career that you’ve completely rethought?
I used to control almost every detail to make sure things were done well and to the right standards. But over time, I’ve learned that building something with longevity means letting go, and that real growth comes when you move from doing everything yourself, to building something that can run beyond you.
What’s a system, standard, or stereotype you hope to completely rewrite?
I’d love to rewrite the idea that we always have to “have it all”, or constantly be in perfect balance. In reality, that kind of balance that everyone seems to be chasing these days doesn’t exist, especially when you’re building something—be it a business, a career or a family. There will be seasons where certain things take priority and I think we need to normalise that instead of chasing an ideal balance that, ironically, is exhausting. For me, it’s about being content and grounded in what you’re building, without losing ambition. Contentment doesn’t mean settling. It just means you’re not constantly running on the pressure of needing everything to look perfectly balanced.
What’s next for you? How do you plan to keep changing the game?
Always keeping my eyes, heart, and mind open for the next product that’ll make life easier and more efficient. As the saying goes, the world is full of magic things, patiently waiting for our senses to grow sharper. I believe the next breakthrough is always just around the corner, whether it’s to be discovered, invented, or improved upon. Staying excited, patient, and ready, is how I keep changing the game.
This interview has been edited for length and clarity.
Photography Joel Low
Creative Direction Kelly Hsu
Styling Marisa Xin
Hair Sveta Klyn/The Suburbs Studio, using Goldwell
Makeup Kat Zhang/ The Suburbs Studio, using Armani Beauty
Producer Cheryl Lai-Lim
Photography assistant Eddie Teo
Fashion assistant Nur Hazwani
READ MORE
