7 New Beauty Brands Launching In Singapore In 2024, From Highly Raved Makeup To Korean Skincare
The beauty realm is truly in its best era. More discerning than ever, even the most casual beauty enthusiasts have a whole list of expectations for skincare and makeup these days. Brands should be clean, eco-conscious and cruelty free, products should work really well while being gentle, textures must offer an experience, and so on. The best part is? Beauty brands are actually stepping up and delivering on these expectations! Among them are seven new beauty brands that are set to launch in stores and online in Singapore.
Here's a TL;DR on the brands and products to keep on your radar:
#1 KraveBeauty - intuitive & minimalist skincare
Photo from GirlStyle Singapore
This Korean skincare brand was founded in 2017 by beauty influencer, Liah Yoo, to fight skincare trends that leave the skin overwhelmed and sensitised. Krave Beauty creates simple, less-is-more skincare products that nourish the skin and give it exactly what it needs.
Its bestseller is the Matcha Heartleaf Hydrating Cleanser ($26). This super gentle and non-stripping cleanser quenches the skin's thirst with hydrating ingredients like vitamin B5 and Sodium PCA. Matcha leaf extract, matcha leaf water and matcha powder provides potent antioxidant properties to support a healthy skin barrier. Reminiscent of raw honey, the viscous texture is a sensory delight!
Another one we're completely on board for is the Oil La La ($24), an oil-based serum that's made for - you'd never guess it - oily, acne-prone skin. It sounds counter-intuitive, but in reality, giving oily skin moisture and nourishment helps support a healthier sebum composition, leading to less oil production and acne. This serum does exactly that! It soothes and hydrates the skin, and is enriched with Linoleic Acid to prevent breakouts. The texture is also more of a watery oil than a traditional facial oil, so it feels luscious and slippery on the skin without being greasy or too heavy.
KraveBeauty will be available at Sephora and sephora.sg from 18 April.
#2 Kosas - makeup with skincare benefits
Photo from GirlStyle Singapore
We've all had fomo while seeing TikTokers rave about Kosas' concealer, and finally, we can get our hands on it in Singapore! For the uninitiated, this Los Angeles-based clean beauty brand is best known and loved for its makeup with skincare benefits that creates that 'living my best life' look. The high-performing, dermatologist-tested formulas are tested to be safe for even the most sensitive skin.
What's on our wish list is the highly raved Revealer Concealer + Daytime Eye Cream ($50). This creamy, skincare-packed concealer melts into the skin to create solid coverage. Still, your skin will still look like just your skin, but fresh, hydrated, radiant and more even. It's even formulated to improve the quality of bare skin over time and reduce the appearance of fine lines and wrinkles.
We can't wait to try their brow products too, like the Brow Pop Nano ($38) and Air Brow Tinted Volumising Treatment Gel ($42). The brow line of products are all boosted with haircare actives to condition and nourish the brows. Likewise, the lip products - Wet Lip Oil ($38), Wet Stick Moisturising Lip Shine ($42) and more - also function as skincare for the lips.
Kosas will be exclusively available at Sephora stores and on sephora.sg in April 2024.
#3 CeraVe - dermatologist-backed skincare for sensitive skin
Photo from CeraVe
Those who have skin woes like dryness, sensitivity and atopic dermatitis would have heard of CeraVe, a cult-favourite dermatological skincare brand from the US.
The brand's philosophy revolves around restoring and strengthening the skin barrier with ceramides, as dermatological skin issues often stem from decreased levels of ceramides. A panel of certified dermatologists formulated CeraVe with human skin-identical ceramides (Ceramide 1, 3, and 6-II), fatty acids, and other lipids, delivered effectively through MultiVesicular Emulsion Technology (MVE). Besides protecting the skin barrier function, this technology also provides long-term moisturisation with just one use.
CeraVe has introduced six of its core products to Singapore, including the best-selling Moisturising Cream ($44.90, 454g). This tub of hyper-moisturising goodness provides intense, 48-hour hydration for dry to very dry skin.
It's now available at CeraVe's Shopee Mall store, Watsons, Guardian and other official retailers.
#4 Then I Met You - skincare for a glowing complexion
Photo from GirlStyle Singapore
Founded in 2018 by Charlotte Cho, the mastermind behind the Korean beauty marketplace Soko Glam, Then I Met You prides itself in its meaningful skincare made with traditional Korean ingredients like persimmon, ginseng and fermented rice. Every product is carefully crafted to give the skin that coveted lit-from-within glow.
When the brand first launched, it only had two products in its skincare line, now known as the iconic Cleansing Duo, that are still the top-sellers today. One of them is the Living Cleansing Balm ($63.00), a luxurious oil cleanser that looks, smells and even feels like orange sorbet. It gets the yellow hue from a natural seaberry colouring, and so, every cleansing balm may have variances in scent and colour. Packed with antioxidants, essential fatty acids, and vitamin E, it dissolves all oil-based impurities like sunscreen and makeup while nourishing the skin. It's suitable for all skin types.
Then I Met You will launch at Sephora and sephora.sg on 18 April.
#5 esmi Skin Minerals - gentle yet effective serums
Photo from GirlStyle Singapore
This Aussie skincare brand's claim to fame is clean beauty, with skincare products free of nasties like parabens and SLSs, and with high concentrations of actives, antioxidants and vitamins.
esmi has a lineup of serums in a gorgeous array of colours, with each colour for a particular skin goal. Its star product, the Hyaluronic Hydrating Serum (Price TBC), which is the one to go for if your goal is to give your skin a big drink of water. It contains triple-action Hyaluronic Acid which increases hydration by 25% within two hours. It also has niacinamide to repair the skin and allantoin to promote cell longevity.
esmi will also debut at Sephora and sephora.sg on 18 April.
#6 Etat Pur - pure skincare + targeted actives
Photo from Etat Pur
French skincare brand Etat Pur was born out of the philosophy that less is often more when it comes to our skin. Dermatology says that applying active ingredients on the skin when it does not need it is either a waste or straight-up harmful. To avoid overwhelming the skin, Etat Pur has created two skincare lines that separate the active ingredients from everyday ingredients to give the skin only what it needs.
First is the Pure Skincare line including moisturising creams ($32.90), cleansers ($24.90) and scrubs ($27.90). These are formulated without active ingredients! Instead they have over 98% biomimetic ingredients, which are either the same as or very similar to our skin's natural components, for optimal tolerance and efficacy.
Then there's the Pure Actives line of serums that provide targeted solutions with leading active ingredients at the right dosage, so it doesn't irritate the skin. The extensive range tackles all kinds of skin woes, from the Zinc Gluconate 3% Serum ($26.90) for oily skin and enlarged pores to the Niacinamide 5% Serum ($32.90) for an uneven and dull complexion.
Etat Pur is now available at selected Watsons stores, Watsons Online, LazMall and Shopee Mall. Find out more about the brand here.
#7 Evereden - simple skincare for mums & kids
Photo from GirlStyle Singapore
Made by mums in the medicine industry, Evereden specialises in the safest and most thoughtful skincare products for mums, kids, babies and anyone with delicate skin. Everything is made of simple ingredients, like cold-processed, organic sunflower seed oil, and under strict standards with over 2,000 unsafe skincare ingredients in its banned list. For reference, the EU has 1,400!
While the brand is already available at Sephora, we'll soon be able to get our hands on a bigger range of products including the Kids Tinted Lip Oil (Price TBC). This non-sticky oil is formulated with gentle, plant-based skincare oils to nourish dry lips. It's formulated for children ages 3+, but can be used by the whole family. We're in love with the key chain packaging! It comes deconstructed so you can assemble it together or switch things up by adding your own charms.
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