The “Singapore Girl” image has always stood on an unwavering standard: polished chignons pinned to perfection, flawless complexions, and an exact, non-negotiable shade of signature red lipstick. For Cleo Kim, that world was both a masterclass in beauty discipline and the catalyst for an entirely different creative path.
Today, she is the founder behind GLIT AF—Singapore’s go-to destination for high-shine hair glitter extensions and playful, damage-free statement styling. Moving from the hyper-curated precision of aviation service into a brand that encourages people to wear holographic, light-catching tinsel woven directly into their strands might seem like a total departure. Yet for Cleo, the bridge between the two is rooted in a lifelong obsession with the ritual of getting ready.
LC: Flying long-haul means living in tightly controlled uniform standards. Was GLITAF almost a subconscious rebellion against the strict bun and signature red lip, or a natural extension of your love for beauty rituals?
CK: “I think I’ve always had a love for beauty rituals. Since I was little, doing my makeup was always more important to me than an extra 30 minutes of snooze time. Although I’m sure there was a little subconscious rebellion in there too.
At Singapore Airlines, everything about our grooming was incredibly precise—from the bun to the exact shade of red, every detail had its place. After leaving, I think I naturally gravitated towards beauty that felt more fun, expressive, and a little less perfect. GLIT AF came from that same love of getting ready, just without the grooming guide. It’s about enjoying the process, experimenting, and choosing whatever makes me feel a little extra.”
LC: Spending hours in dry aircraft cabins teaches you real lessons about products that actually hold up. What’s one non-negotiable beauty lesson you learned in the air that you still swear by on the ground?
CK: “Hydration is everything! The dry cabin air really takes it out of your skin, your lips, your scalp, and even your nails. I became religious about moisturising—to this day, I do a face mask and lip mask every night without fail.
But I think the bigger lesson was learning what actually earns a place in my beauty bag. When you’re working long hours, crossing climates, and running on very little sleep, you want products that are easy, reliable, and make you look and feel a little more alive. I believe beauty should work for you, not become another thing you have to work at.
LC: You brought the concept back from the London party scene. How did a personal style statement turn into launching Singapore’s OG hair glitter brand?
CK: I actually learned how to do it on myself first because I’ve never been a fan of dyeing my hair, but I still wanted that little something extra. Glitter hair extensions felt like the perfect way to have fun with my hair without making a permanent change. My friends loved it too, so naturally, I started doing theirs and whenever we went out, random strangers would come up to us asking about our sparkly hair. This happened way too often, that’s when I realised it was my calling to make the world a sparklier place!
LC: The name GLIT AF is unapologetic, fun, and instantly memorable. How important is it for modern beauty brands to inject humor and a distinct voice into their identity?
CK: I think having a distinct voice is what turns a product into a brand that people can actually remember and relate to. There are so many beauty brands out there. People don’t just want a service, they want to connect with a brand. For GLIT AF, flirty fun and baddie attitude is the mood. Hair glitter isn’t a necessity, it’s a little luxury. It’s about spoiling yourself because you deserve it and adding a little sparkle to your everyday life. I believe the name GLIT AF reflects that. It’s cheeky, bold and playful.
LC: For readers who haven’t tried it yet, walk us through the installation. How do you make the glitter look like it’s effortlessly growing straight from the roots?
CK: My specialty at GLIT is actually my micro knot and speed. It takes me less than 10 minutes to install a full set of GLIT on a person. I weave one strand of GLIT onto just a few strands of hair using a tiny knot that sits right at the root. The technique makes the installation so seamless that it almost looks like the glitter is growing from your roots. And because the knot is so tiny and lightweight, you can barely feel it, it moves naturally with your hair, and after a while, you honestly forget it’s even there. That effortless shimmer is really what I’ve perfected with the GLIT technique.
LC: With heat-resistance and a month-long lifespan, how do you balance the ‘fun festival’ vibe of glitter with the demands of everyday corporate or practical life?
CK: Colour plays a big role here! It isn’t just about bold, bright glitter for festivals. It’s all about giving people the freedom to choose. Do they want something subtle or do they want to make a statement? Some colours are soft and understated, so they can catch the light beautifully in an office or everyday setting without feeling too loud. Others are brighter and more playful for festivals, holidays or nights out. Because GLIT is heat-resistant and can last for around a month, it becomes something you can wear as part of your everyday style rather than something reserved for one occasion.
LC: You’ve styled everyone from Gen-Z trendsetters to mothers and grandmothers looking for a spark. How has the definition of ‘playful hair’ evolved across generations?
CK: You know what, that’s the crazy thing about GLIT AF, it really is suitable for any age. I’ve had Gen Z girlies, cool mums and even glamamas in my chair, and they all make it their own. I think the definition of “playful hair” has evolved because it doesn’t necessarily mean being loud or over-the-top anymore. For one person, it might be bright, contrasting colours for a festival. For someone else, it could be just a few subtle strands that catch the light beautifully. That’s what I love about GLIT. There isn’t an age where you suddenly have to stop having fun. Playful can be bold, it can be subtle, it can be elegant. It’s really just having a little extra sparkle wherever you go.
LC: Your personal brand and GLIT AF are deeply intertwined. In an era of automated e-commerce, how does keeping the service personal fuel your brand loyalty?
CK: I think that personal connection is such a huge part of GLIT AF. We live in a time where you can order almost anything online without ever speaking to another person, but GLIT is a service where you actually sit in my chair, we talk, choose your colours together, and create something that feels personal to you.
Over time, I’ve had clients come back again and again, and I’ve naturally build a relationship with them. I remember the colours they love, what they’ve tried before, what they have coming up in their lives and I think those little details make the experience feel special. For me, brand loyalty isn’t just about getting someone to keep coming back for the service. It’s about creating an experience they genuinely enjoy coming back to.
And because my personality and GLIT AF are so intertwined, I think people feel like they know the person behind the brand. Even as GLIT grows, I never want to lose that. The sparkle might bring someone in the first time, but I’d like to think my Cleo connection is what brings them back.
LC: From GLIT to PHIT clip-on ponytails, what’s next for the brand, and how do you keep innovating in the fast-paced lifestyle space?
CK: I’m always on the lookout for what’s new in the hair and extension space, and I love finding ways to take those trends and make them feel very GLIT AF. Our last launch was actually TRIT AF, a hair reconstruction extensions to fill up bare spots. And at the moment, I’m exploring innovative ways to create more length and volume. But one thing I’m extremely particular about is hair health. I’ll only introduce extension methods that I genuinely believe won’t compromise the natural hair or put unnecessary stress on the roots.
For me, innovation isn’t just about constantly launching something new. It’s about finding smarter, more effortless ways for people to have fun with their hair without sacrificing its health. So whether it’s GLIT, PHIT, TRIT or whatever comes next, I want every service we introduce to have that same philosophy behind it: fun, convenient and kind to your natural hair.
LC: How do you guide a client in choosing their shades? Do you lean into tone-on-tone dimension—like champagne gold on warm brunettes—or do you love creating high-contrast statements like neon pink or holographic silver?
CK: This has a lot to do with the client’s personal preference. I usually start with one simple question: “Do you want something neutral or do you love colours?!” And honestly, you can usually tell from someone’s personality which side they’re going to be on. If they want something more subtle, I’ll look at their natural hair colour and choose shades that blend beautifully into it, something that catches the light and gives that little glimpse of sparkle. But if they tell me they love colour, that’s when we get to have fun. I’ll play with contrast, mix unexpected shades or go for something striking that really stands out against their hair. I don’t think there’s one “right” colour combination. It’s really about reading the person in my chair and finding the version of GLIT that makes them feel their baddest.
LC: For someone in a conservative workplace who still wants a flash of personality, where do you strategically place the knots so it catches the light only when the hair moves?
CK: There are actually two ways I like to approach this. The first is placement. I’ll weave the GLIT about one layer underneath the hair rather than directly on top, so when your hair is still, it’s barely noticeable but as you move, you get these little unexpected flashes of sparkle catching the light. The second is colour. I can choose a GLIT shade that’s really close to your natural hair colour, which creates this beautiful effect where it almost looks like your hair is twinkling rather than obviously having glitter in it. And of course, we can combine both hidden placement with a tone-on-tone colour for someone who wants it really subtle. It’s almost like having your own little secret sparkle.
LC: Our readers love their regular blowouts, curling irons, and hair oils. What are your golden rules for daily maintenance so the glit stays sleek and tangle-free?
CK: The whole idea behind GLIT AF is that it’s convenient hair. I know how much of a hassle it can be when a hairstyle requires a specialised shampoo, regular treatments or a complicated maintenance routine, so I always tell my clients to treat GLIT just like their natural hair.
Comb it, straighten it, curl it or even dye it! GLIT can handle your usual routine and still stay sparkly and sleek. You don’t need to change the way you care for your hair just because you wanna be GLIT AF!
In a beauty landscape that often takes itself too seriously, Cleo’s philosophy is an invitation to play. Beauty shouldn’t be an exhausting regimen or a rigid manual, it should instead be a deliberate moment in your day that adds an effortless spark to how you carry yourself!