Business Spotlight: Senti Senti
Blog by Cadence Tan, Photos by Michael Dolan
Originally opened in 2009 as oo35mm, the shop was later renamed as Senti Senti and is known for curating and sourcing Asian beauty products from around the world. It’s your go-to destination for skincare and beauty essentials. What started as a small shop in Chinatown has grown into something bigger, now with a second spot in Williamsburg!
Meet Sandy and Winnie, the sisters behind Senti Senti. Sandy moved from China at age 7, and Winnie was born and raised in the U.S. Both grew up right here in Chinatown and always dreamed of creating a space where high-quality Asian beauty and skincare were more accessible. They opened Senti Senti to bring global, hard-to-find favorites closer to home, where the community could get unique products without having to travel far.
Sandy and Winnie started their journey 16 years ago with a blog and online shop, selling imported goods like stationery, blind boxes, skincare, and other trinkets. What many don’t know is their very first store was a shared space in Elizabeth Center. Over time, they shifted their focus to skincare and became the beauty shop we now know on Mott Street. Last March, they expanded with a second location in Williamsburg!
Fun fact, the shop was originally called oo35mm, inspired by film and the idea of capturing memories. But in March 2024, they reintroduced themselves as Senti Senti, a name they felt better expressed their new identity. “Senti” means “to feel,” which reflects their goal to help customers feel their best.
Running Senti Senti keeps them busy from morning to night. Their day includes checking stock, managing orders, and making sure everything is ready for customers. Winnie focuses on marketing, working with the team, and making sure products are fresh. Sandy takes care of finances like payroll, taxes, and the online store. Nowadays, they’re also busy training and leading their staff, always making customer service their top priority.
Behind the scenes, Sandy and Winnie are constantly in touch with the brands they carry. It all starts with reaching out to the right people, and over time, those connections turn into trusted partnerships. Many of the brands they stock are ones they’ve come to know personally and proudly represent in their shop.
Starting out wasn’t easy. Sandy and Winnie balanced college and other jobs while building the business from scratch. With limited funds, it took some time before they made a profit. They taught themselves everything, like how to secure permits, navigating business policies, and running an online store. As Sandy puts it, “Learning never stops”. The sisters are always looking for ways to improve and grow Senti Senti.
What’s always made Senti Senti special to me is how genuine and welcoming it feels. The team is friendly, patient, and eager to help. They’ll listen to your needs, guide you to a simple routine, and honestly recommend what’s best for you—never just trying to push a sale. The sisters recall being some of the first business owners to encourage vendors to provide samples, and when that wasn’t possible, they’d even pay out of their own pockets so customers could try products before buying. It’s the kind of care that makes their shop feel truly personal.
Some of their current favorite brands and products include Stratia for their Lipid Gold and Interface, Axis-Y’s Dark Spot Correcting Glow Serum and Vegan Collagen Eye Serum, HaruHaru Wonder’s Black Rice Moisture Deep Cleansing Oil, and Beauty of Josean’s Rice + Probiotics Relief Sunscreen.
Stay tuned as Sandy and Winnie are looking forward to launching wellness products like tonics, supplements, and their own skincare line! Their spacious Williamsburg location often hosts fun events celebrating small businesses and Asian culture, and they’re excited for more brand collaborations and summer pop-ups on the horizon! Above all, they hope to keep creating a space that feels welcoming, thoughtful, and rooted in community.
Visit Senti Senti today and discover a skincare routine perfectly tailored just for you! With a curated selection of high-quality Asian beauty and indie skincare products, you’ll leave with everything you need and maybe a gift for someone special. Explore their offerings and find your new favorites!
