Seven Singaporean Beauty Brands To Check Out This National Day
Shop local by tapping on these homegrown labels for skincare, makeup brushes and more
Singapore might have insufficient land area and birth rates, but there's one thing certainly don’t lack: talent and innovation. One place where we can see these strengths shine is in the homegrown beauty space, with brands like Skin Inc and Allies of Skin having gone on to make a huge splash on the global scene. But there remains a legion of smaller, equally dynamic brands that are looking to make their own mark on beauty. Ahead, we share with you five Singaporean-owned beauty brands you should add to cart right now ahead of the National Day holiday.
Related article: Which Beauty Brands Are Paving The Way For A Greener Future?
Jomo Studio, or Joy of Missing Out, was created by Joey Gan and Tiffany Wang in November 2022 with the aim of creating well-made clean and cruelty-free beauty products that minimise impact on the environment. The results are vegan, sulphate- and paraben-free formulas that are housed in plastic-free, refillable packaging. Jomo Studio currently offers solid shampoo and hair conditioner bars infused with various plant oils, as well as facial cleansing tablets, hand and body washes, and mineral salt deodorant sticks.
After watching a video on how fur is harvested, makeup artist Tay Yu Hui founded 13rushes in 2013 to create quality, cruelty-free makeup brushes using synthetic bristles. And with her expertise in the industry, each brush has been designed locally and handcrafted by 26 craftsmen before they are trimmed and finished in-house right here in Singapore. 13rushes has also put plenty of effort into choosing the right kind of synthetic bristles to mimic the finish afforded by makeup brushes made with animal hairs (which are usually deemed superior for powders).
For cute packaging, consider copping the Gudetama collab or Brea’s Adventure series; the latter also supports the House Rabbit Society, which takes care of abandoned rabbits. Otherwise, bestsellers include the Luxe Powder, Touch Up Artist, Fluffy Blender and Classic Shadow brushes.
After observing Japanese locals' glowing skin while on a trip to Hokkaido, Eric Tan partnered with the Agency of Science, Technology, and Research (A*STAR) to uncover the magic in those hot spring waters. Together, they discovered a group of active ingredients, which the brand calls Biyusen, obtained from a plant-derived moor hot spring located in only one spot in Japan. The spa owner also credited his wife’s eczema and her struggle to find the right skincare products as another motivating factor for his search. Consequently, that proprietary ingredient has been added to all of Iren Shizen’s products, which range from various types of serums for different skin concerns to facial oils and cleansing brushes. In addition, Iren Shizen also uses glass and FSC-certified paper instead of plastic for its packaging, and practices production in small batches in a bid to be more sustainable.
Troubled by the overwhelming and consuming nature of finding the right skincare products, couple Navneet Kaur and Shivam Sharma created Yours in 2018 with the goal of creating personalised skincare that eliminates such trial and error. After taking a selfie analysis and answering questions about your skin concerns, lifestyle and environment, Yours will curate ingredients to formulate products catered to your needs. Product offerings include a cleanser, toner, serum, moisturiser and sunscreen. And of course, Yours employs airless pump packaging which doesn't let any product go to waste before it can be recycled. The brand also prides itself on being Clean Beauty++, meaning it eschews the use of potentially harmful ingredients.
Grail was founded by actor Lawrence Wong in 2021 with the aim of creating products that pare down skincare routines to efficacious essentials. In August 2023, the brand unveiled a new push on simplicity and mindful living with sleeker, eco-friendly packaging. The formulation has also been upgraded with natural ingredients free from harmful chemicals.
The revamp also saw the launch of its Retinol Vitamin A Serum, which combines plant-based retinol bakuchiol with retinol to aid skin renewal, and a Hydrating Dewy Moisturiser, powered by Hygroplex HHG to protect and hydrate with amino acid-rich sake yeast. The addition joins existing favourites - a cleanser, facial sheet mask and sunscreen.
Illumia Skin is the brainchild of influencer and socialite Kim Lim. Their focus is to create simple and efficacious skincare designed for busy individuals as part of the Illumia Therapeutics umbrella of beauty-focused brands. The brand also tapped on popular Korean beauty influencer Pony Makeup as their ambassador.
Illumia Skin currently has five products on its roster. Two serums, one targeted to hydrate and another for firming and brightening, a sheet mask, facial cream and sunscreen that can double as a hydrating makeup primer.
Porcelain Skincare comes as the natural extension of the homegrown Porcelain spa founded in 2009 by mother and daughter duo Jenny and Pauling Ng, with the former being a veteran aesthetician. The brand is a champion of #foundationfree skincare and aims to use innovation and technology to target the root of skincare issues and deliver long-lasting results. Porcelain Skincare naturally complements the spa’s ethos, using rigorous formulations and tests to ensure efficacious results. Besides curated sets for varying skin types, the label offers cleansers, toners and essences, serums, moisturisers, face masks and sunscreen.