Start-ups that could make Singapore a beauty trendsetter after years of market dominance by South Korea and Japan
Word-of-mouth marketing from satisfied customers, and social media buzz, have driven the growth of these trending beauty start-ups offering artisanal scents, mimimalist skincare high-performance organic products
From crystal-clear “glass” skin to loose natural waves, many of today’s biggest beauty trends are dictated by South Korean brands. Barely a decade ago it was Japanese skincare and make-up brands that were the holy grail for beauty lovers.
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New brand RE:ERTH offers a minimalist approach to beauty with its star product that aims to give “mochi” or bouncy skin. But instead of promising “instant flawless skin”, Shinji Yamasaki, CEO of RE:ERTH, says, “The conversations with our customers … take on a more ‘take care of yourself’ holistic approach, with emphasis on healthy skin.”
Six, a perfume brand, appeals with its range of niche, artisanal fragrances that are inspired by specific destinations and moods.
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Still, the founders of cult brands agree that it is challenging to be noticed in an industry dominated by multinational companies with seemingly bottomless marketing budgets. Instead, to get the word out, they rely on a blend of word of mouth and modern social media.
