Skin Care in Singapore

PROSPECTS

Singaporeans are open to novelties which maintains growth in skin care

In 2018, skin care saw slightly faster current value growth than that achieved by overall beauty and personal care, driven by the surge of new brands from within and outside of Singapore which kept the retail scene vibrant. Singaporeans are known to enjoy and strive for newness, and their high usage of social media exposes them to both niche and major international brands.

“Essence”: An evolution in toners

Driven by K-beauty and J-beauty brands, a new form of toner called “essence” or “boosting essence” is increasingly available in retail. These watery lotions, such as SK-II Pitera Essence and Sulwhasoo First Care Activating Serum, are enhanced with more functional ingredients, such as yeast, vitamins and medicinal herbs.

Local brands follow key skin care trends

During the latter part of the review period, Singapore witnessed a significant rise in local brands and start-ups, with claims that followed key trends, such as microbiome, self-rejuvenation, personalisation and natural/organic. As Singaporean skin care sales are small compared with other countries, Singaporean brands often start off with international expansion and online penetration, which makes them truly global and on the alert for beauty megatrends.

COMPETITIVE LANDSCAPE

L’Oréal continues to lead skin care

L’Oréal Groupe continued to lead skin care value sales in 2018. During the year, the company’s star brand, Lancôme, hired Singaporean Paralympian Swimmer, Yip Pin Xiu, for its “Love Your Age” campaign for its high-selling Advanced Genefique serum.

New local independent brands are launched

Allies of Skin is an “adaptogenic” skin care brand focused on skin cell regeneration and contains ingredients such as peptides, probiotics and teprenone. Launched in 2016 as a pure-play online brand, it is sold in 15 countries, including ASEAN countries, the US, the UK and France, through premium online/offline retailers such as Sephora and Net-A-Porter.

Blurring boundaries: Consumer health players expand into skin care

Blackmores, an Australian health supplements brand, which is highly popular in Singapore, has launched a skin care range – the Natural Vitamin E Cream line – which is sold via Guardian drugstores and local independent chemists/pharmacies. The line consists of four moisturisers – Skin Bright, Skin Barrier, Firm & Smooth and Lanolin.

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