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Oh, the pain and disappointment whenever we get excited and hyped up for new beauty brands and launches, only to find out they don’t stock in or ship to Singapore. And all you can do is live vicariously through the swatches and review videos on YouTube and Instagram.

You may have heard (or not) that these brands are finally arriving in Singapore, but we’ve got all the details right here to keep you in the loop. Check out these 15 beauty brands that have hit our shores this year and that we just can’t stop feeling excited over!

1. Fenty Skin

Fenty Skin

Total Cleans’r Remove-It-All Cleanser (left), Fat Water Pore-Refining Toner Serum (middle), Hydra Vizor Invisible Moisturizer Broad Spectrum SPF 30 Sunscreen (right)

When Rihanna dropped Fenty Beauty back in 2017, she changed the whole makeup game by introducing 50 shades in her foundation line – something that’s quite unprecedented before this. Now, she’s back with Fenty Skin, an uncomplicated skincare range designed to go with Fenty Beauty makeup and has been tested on all skin types and tones to work seamlessly.

Known together as the “Fenty Skin Start’rs”, her regimen includes three 2-in-1 products:

Total Cleans’r Remove-It-All Cleanser (S$38), a makeup remover-cleanser with a creamy lather to remove dirt, oil, and longwear makeup without drying out the skin.

Fat Water Pore-Refining Toner Serum (S$42), a toner-serum hybrid that targets pores, improves the look of dark spots, brightens, smooths, and fights shine – all without stripping skin.

Hydra Vizor Invisible Moisturizer Broad Spectrum SPF 30 Sunscreen (S$54, refill S$46), a moisturiser-sunscreen that’s lightweight, oil-free, and truly invisible on all skin tones with its subtle pink hue. It claps back at dehydration, discoloration, and dark spots,
and is makeup-friendly – no pilling or flashback.

Fenty Skin is now available exclusively on FentySkin.com and will be available in-store and online at Sephora in December 2020. See our reviews of all three products in this IGTV video, where we did a live-streaming video introduction of the new products.

2. Glow Recipe

Glow Recipe

Glow Recipe, the clean, fruit-forward skincare line inspired by Korean beauty has officially landed in Singapore!

While Glow Recipe started as a platform for specially curated natural, cruelty-free K-Beauty, it has gained cult status in the United States and beyond since the launch of their in-house products in 2017. Glow Recipe is known for unexpected sensorial textures and innovative ingredients that deliver lasting hydration, healthy skin benefits and a natural, lit-from-within glow.

At launch, the Watermelon Glow Sleeping Mask sold out over seven times, generating a waitlist that exceeded 8,000 people. Just why was it so popular?

This luxuriously bouncy, breathable sleeping mask promises to smooth and perfect skin overnight. It has a concentrated yet gentle formulation that can also be used as a 5-minute wash off mask. Watermelon rind and flesh is traditionally used in Korea to soothe irritated and inflamed skin, and watermelon is incredibly rich in vitamins, antioxidants and amino acids.

The is Watermelon Glow Sleeping Mask available at Sephora in a 30ml ($34) and 80ml ($69) size. See our reviews of the bestselling products from the Watermelon range.

3. Klaypeau – Orgaid


While it is not exactly a brand owner, Klaypeau is a new beauty platform we’re excited about. A home-grown brand and beauty e-tailer dedicated to facial sheet masks, it offers various brands and products to make sure that you’ll find something that’ll suit any skin type and target whatever skin concerns you have.

If you’re a lover of clean beauty, check out Orgaid masks on Klaypeau. The USA-made Orgaid Anti-Aging and Moisturizing Mask (4 sheets) is made out of completely non-toxic and organic ingredients, and contains no harmful chemical preservatives, meaning that your skin only gets the very best. The Anti-Aging and Moisturizing Mask contains a cocktail of organic botanicals that your skin easily drinks up. Packed with antioxidants to fight the effects of ageing, irritation and dryness, skin is left supple, moisturised, and instantly replenished after just one use.

The Orgaid Anti-Aging and Moisturising Mask is available at Klaypeau (S$42).

4. Miriqa

Miriqa® Hair

Want longer, thicker hair? Then you should keep an eye out for the new hair supplement brand, Miriqa.

Miriqa® Hair is an oral dietary supplement specifically formulated to improve hair health for both men and women suffering from lacklustre hair. You can rest assured that the supplement is 100% drug-free, and its hair-nourishing botanicals ingredients and proteins have been clinically proven to improve hair growth, increase hair thickness and reduces hair loss.

The ingredients in the supplement include the proprietary Tocotrienol botanical complex, plus a blend of vital nutrients–including Saw Palmetto Berries, Keratin Forte, Tripeptide Collagen and Biotin–that improves hair health by nourishing thinning hair and promotes existing hair growth from within.

Miriqa® Hair is available at miriqa.com (S$125).

5. est


Offering a new lineup of expert serum-care to help you target all your skin woes, est has opened its flagship store at Isetan Scotts. Equipped with a skin analysis machine for in-depth skin health tracking, you can track visible results of your skin every three months based on eight elements – texture, transparency, melanin, skin colour, elasticity, ceramide, moisture, and sebum. (Note that the analysis may be unavailable at the moment due to safe reopening regulations.)

The innovative G.P. Cycle Serum Care features three products to keep skin hydrated and moisturised throughout the day and is designed to be used together as part of a complete beauty regimen.

The est SERUM O.N.E. initiates skin recovery by improving skin circulation, est G.P. Conditioning Serum conditions skin by minimising protein breakdown, and est G.P. Enriched Serum promotes protein production.

The est G.P. Cycle Serum Care range is available at the Isetan Scotts counter (S$180/each).

6. Freeplus

Freeplus (1)

We all know how tricky it can be to find skincare that’s suitable for sensitive skin. There’s so much to take into consideration – harsh ingredients, fragrances, and the list goes on. With formulations specially made to cater to sensitive skin, Japanese skincare brand freeplus‘s skincare range is a must-have if you’re looking for gentle, soothing skincare products.

The freeplus mild soap a (S$27) is a gentle facial cleanser with a mildly acidic fine foam that removes all impurities from your skin grooves. The wash is also packed with amino acid-derived and moisturising ingredients that’ll leave your skin feeling soft and supple even after cleansing.

Another product to note is the freeplus mild shower (S$27). A mist-type lotion that delivers hydration straight into your skin, this mist can even replenish hydration over makeup, so it’s perfect even if you’re out and about!

Shop the full freeplus range on Lazada and Shopee.

7. Grown Alchemist

Grown Alchemist

Hydra-Repair Day Cream (left) and Age-Repair Eye Cream (right)

Using natural active ingredients, Grown Alchemist‘s products are known for their incredible efficacy which directly improve skin cell health, optimising skin function and consequently reversing the signs of ageing.

Products you should certainly check out include the Hydra-Repair Day Cream (S$63), a nourishing, non-greasy facial moisturiser that noticeably improves skin hydration levels, without leaving residual oil or shine on the skin. This formulation’s velvety viscosity leaves the skin looking smooth and soothed, and works great as a primer too!

Another worthy mention is the Age-Repair Eye Cream (S$86). This advanced eye cream is formulated to improve the appearance of skin firmness and elasticity around the eye, noticeably reducing dark circles and puffiness and the appearance of expression lines and wrinkles around the eyes.

The Australian clean beauty brand is now on Takashimaya online, but you can look forward to a physical counter at Takashimaya Beauty Hall early next year, so keep your eyes peeled!

8. Virtue Labs

Virtue Labs

Virtue Labs is a new, prestige hair care brand born from a remarkable scientific discovery: Alpha Keratin 60ku®. Developed in a regenerative medicine lab, Alpha Keratin 60ku™ is a way to extract human keratin in its purest form, giving it the power to help heal burn wounds and regrow tissue, and of course, transform hair. Virtue Labs uses Alpha Keratin 60ku™ extracted from ethically-sourced human hair, which binds directly to areas of damage and fills them in, revealing hair that’s shinier, stronger, and overall, healthier.

Virtue Labs Products

Virtue Labs Recovery Shampoo and Conditioner (left) and Virtue Restorative Treatment Mask (right)

Opt for the Virtue Labs Recovery Shampoo and Conditioner if you have damaged hair, be it from dyeing or heat damage. The Recovery Shampoo (S$58/240ml) dissolves product residue and chemical build-up, replenishing vital nutrients and leaving your hair soft and supple, while the Recovery Conditioner (S$59/240ml) repairs frayed cuticles and brittle ends while fortifying fiber strength.

There’s also the Virtue Restorative Treatment Mask (S$99/150ml), which instantly rehabilitates depleted hair, leaving it silky,shiny, and super-manageable. Deeply nourishing, yet surprisingly lightweight, it adds luster and bounce to any style right upon application.

Shop the full Virtue Labs range at Sephora stores and online.

9. d program

D Program

Allerdefense (left) and Lotion & Emulsion line (right)

Backed by 50 years of sensitive skin research in the Shiseido Laboratories, d program is finally here in Singapore! Each product in the line up is developed with a hypoallergenic formulation specially designed for sensitive skin users.

d program offers those with sensitive skin a first line of defense with Allerdefense – a line of three products comprising of an essence, cream, and BB essence that gives you 3x defense in one step, protecting your skin against UV rays, pollutants and PM2.5 particles.

Follow this up with the d program Lotion & Emulsion line, which are packaged in the most gorgeous pastel shades. Formulated with H-stabilising A, Shiseido’s propriety complex that helps to promote moisture retention and repair and build skin’s barrier functions, the line has multiple variations catered to your every skin type – combination, acne-prone, dry, aging, and dull and irritated skin!

Shop the d program range at Watsons stores and online and Welcia-BHG stores.

10. Emma Lewisham

Emma Lewisham

Emma Lewisham, the clean luxury skincare brand hailing all the way from New Zealand has recently launched online in Singapore. Besides being 100% clean, the products are also designed with the intention of being refillable, recyclable, or compostable.

The brand has already established a cult following and garnered a loyal community of skincare enthusiasts, including Victoria’s Secret supermodels Irina Shayk and Georgia Fowler and Hollywood superstars Margot Robbie and Phoebe Tonkin.

Emma Lewisham’s bestselling product, the Skin Reset Even Skin Tone Serum (S$141) repairs lacklustre skin, hyperpigmentation, and delivers the most radiant, glowing and even-toned complexion. The super-charged formula is also effective at minimising the visible signs of skin ageing – accelerating cell turnover and boosting the production of fibroblast cells.

Shop the full Emma Lewisham range online.

11. Comfort Zone

Comfort Zone

One of the leading brands in the clean beauty industry and part of the Davines group (known for their sustainable hair care products), Comfort Zone started out as the group’s foray into the spa and salon industry before evolving into a full-fledge skincare brand.

Comfort Zone offers a wide range of skincare products, from serums, to moisturisers, and masks – you name it, they’ve got it. But it’s worth noting their top three hero lines: Hydramemory for hydrating dry skin, Sublime Skin for aging skin, and Essential for an all-rounded daily skincare routine.

Shop the full Comfort Zone range on LazMall.

12. Mise-en-scène

Mise En Scène

The beloved South Korean haircare brand, Mise-en-scène, pronounced as “me-jang-sen”, is now available in Singapore! If you’re a K-Beauty fan, you’ll no longer have to lug these holy grail hair care products back from South Korea!

Formulated with seven different naturally-derived ingredients including Argan oil, Camellia oil, Jojoba oil and Marula oil, the bestselling Mise-en-scène Perfect Serum has bagged many beauty awards and it’s not hard to see why! This non-greasy, lightweight serum hydrates, nourishes, and repairs dry and damaged hair.

This star product also comes in four different variations, each catered to individuals’ unique hair preferences and needs – there’s the Mise-en-scène Perfect Serum Original (S$15.90), Mise-en-scène Perfect Serum Rose Edition (S$15.90), both of which are suitable for all hair types. And there’s also the Mise-en-scène Perfect Styling Serum (S$15.90) for permed hair, and Mise-en-scène Perfect Coco Water Serum (S$15.90) for fine hair.

Shop the full Mise-en-scène range at Watsons and Watsons online.

13. Derma Lab


If you have sensitive skin, experimenting with different skincare products may be a real challenge, in case your skin reacts and flares up. Sensitive skin requires that extra TLC, and Bio-essence took that into consideration when formulating their new skincare line, Derma Lab.

Derma Lab is hypoallergenic, dermatologically tested, and specially formulated for sensitive Asian skin, with each product containing the star ingredient: Derma Lab’s very own Derma Mimic Complex. Well-suited to Asian Skin, the Derma Mimic Complex provides intensive hydration and repairs damaged skin, strengthening skin barrier for enhanced protection.

Pictured above are the Derma Lab sensitive skin essentials – Hydraceutic Cera-Repair Cream (S$39.90), Hydraceutic Ceramide Repair Liquid, (S$39.90), Hydraceutic Micro Micellar Water (S$26.90), and the Hydraceutic Amino Gentle Cleanser, ($19.90).

Shop the full Derma Lab range at Watsons and Watsons online.

14. Skinnies


Skinnies is a suncare brand that has just recently launched in Singapore, and fun fact – their innovative sun-gels are made without water at all! Yes, you’ll be surprised that your typical sunscreens would have a 50-70% water composition, but Skinnies sun-gels are made with absolutely none, so they won’t evaporate off your skin when you sweat or get active.

If you hate the annoying white cast of certain sunblocks, Skinnies has got you covered. The sun-gels rubs in clear, and all you need is a pea sized blob for your face, neck and ears!

For everyday wear, check out the hero product Skinnies Sungel SPF30 (S$59/200ml) – it rubs in clear, soft spreadable gel with instant UVA/UVB protection, and is perfect for all skin types.

Shop the full Skinnies range at skinnies.sg.



Suncare brand Allie is back with a range of new and improved ‘Super Friction Proof’ sunscreens, that now come with a friction guard for added resistance and long-lasting effects. Featuring five broad-spectrum sunscreens with a UV protection of SPF 50+ PA++++, this new range comes with a variety of different finishes and formulations to suit your preferences and needs while protecting you from both UVA and UVB rays. It also contains hydrating beauty essence ingredients such as hyaluronic acid, and are paraben-free, waterproof, and sweat-resistant.

The water-based Allie EX UV Protector BB Gel (S$21) has a watery fresh texture that reduces pore visibility and keeps your makeup finish looking good all day. If you’re looking for a sunscreen that brightens your skin tone and provides a lasting clear, lustrous, and white finish, then the Allie EX UV Protector Highlight Gel (S$23.60) is for you.

Shop the full Allie range at iShopChangi.