The Kittie Yiyi fashion label was established in 2014. The label reflects on the designer’s values and channels her visions into versatile art pieces. The brand is known for its basic and unconventional pieces with exclusive prints without a lost for comfort. The designer hopes to empower and encourage people of all ages, colour, shapes, personality, and traits to accept and never be afraid to express who they truly are. Never dull and boring, always fun and exciting. Kittie Yiyi Beauty is a sub-brand launched in November 2021. Beauty is essential as a form of expression, but more importantly it is a journey of self-discovery to accept one’s true self, good and bad. With careful design for each product, Kittie Yiyi hopes to create safe and easy-to-use products that encourages women and men to channel their inner creativity and freely express themselves. The brand aims to create more educational or tutorial content catered for different facial features to support individuals in achieving their desired look.