C-beauty has been quietly revolutionising the makeup world with high-tech, innovative formulas and dreamy packaging.
From Flower Knows’ ethereal packaging that looks fit for royalty, to adorable yet affordable products such as AZTK’s Liquid Blush and GOGOTALES AirPods-shaped lip gloss, these brands tap into different and unique aesthetics and have created a diverse world of beauty.
Yet despite their viral success and growing audience online, many standout brands remain under the radar globally due to limited distribution, language barriers, and a lack of international stockists. As a result, some of the most creative and high-performing products still remain unknown to beauty lovers.
It’s time to shine a light on the most underrated C-beauty brands that are redefining modern makeup, and absolutely deserve a spot in your vanity.
Eunarz 又姿
Founded in 2018, C-beauty brand Eunarz provides a diverse selection of high-quality yet affordable makeup products designed to enable individuals to express their beauty freely.
Championing ‘affordable luxury,’ their most popular products are high-quality essentials, including eyebrow pencils and precise liquid eyeliners. Eunarz excels in glitter, offering beautiful liquid eyeshadows and palettes. Eunarz’s products are also available locally at KKV.
Bestsellers to try:
- Pure True Series Shimmer Liquid Eyeshadow (S$ 7.61): Vibrant liquid glitter and shimmer eyeshadows for a touch of sparkle. The small sillicone applicator allows for precise application.
- Pure Color Series 5-Color Eyeshadow Palette (S$ 11.07): Versatile, compact eyeshadow palettes with a variety of shades and shimmers. Buttery-smooth formulation makes each shade bold and blend easily.
Perfect Diary 完美日记
Founded in 2017 and recognised as the leading local brand in China among Gen-Z, Perfect Diary’s products draw inspiration from global culture and beauty, gaining admiration from both professional makeup artists and consumers.
You may have encountered the renowned Explorer Eyeshadow palettes, celebrated for their striking animal-themed colour stories and packaging, or their lightweight lip stains available in an array of finishes and shades. Regardless of the product, Perfect Diary consistently enchants all who experience it.
Bestsellers to try:
- Explorer Eyeshadow Palette Collection (S$43.49): Spanning 15 different palettes, each inspired by a different animal, these eyeshadow palettes are popular for a range of looks, from everyday to bold glamour.
- Oil Control Loose Powder (S$30.41): Loose powder that sets makeup for all-day, shine-free longevity while refreshing and blurring.
OUTOFOFFICE
Out Of Office (OOO) is recognised nationwide for its elegant, classy packaging and user-friendly everyday essentials. Popular among teenagers and working women alike, their range of innovative products and formulas is perfect for creating on-the-go looks that maintain a polished and stylish appearance.
Bestsellers to try:
- Dual-Ended Contour Pencil (~S$6.80): The iconic bestselling contour pencil. Fool-proof, creamy and blendable, many ladies on Xiao Hong Shu (Rednote) and Douyin owe it to this pencil for an easy and natural contour.
- Dual-Ended Lip Sculpting Pen (~S$6.01): Blurry overlined lips made easy. The dual applicator includes a precise and blunt tip for easy drawing and coverage, providing the perfect base for your lips.
Puco 噗叩
Playful colours, vibrant shifting highlighters, adorable packaging. Those interested in breaking the status quo should look no further than Puco. Headed by a strong attitude, their products are popular amongst Xiao Hong Shu makeup artists for the bold and blinding finish they deliver at low prices. This brand is available to shop locally at KKV.
Bestsellers to try:
- Air Cushion Blush Compact (~S$7): Enjoy on-the-go application and touchups with this cushion blush. Comes in a variety of matte and shimmer finishes and colours, including a blue highlighting shade.
- Dual Tip Lip Liner (S$4): Features a dual-end packaging with a precise thin lip liner and round brush end for easy blending and instantly plumped lips.
COLORKEY
Founded in 2018, Colorkey produces products popular amongst young women. With the philosophy “Dare to be different,” this brand is beloved for its vibrant pigments and adorably sweet packaging.
From its exclusive and unique collaborations with the likes of Mattel’s Barbie to flagship lip glosses, muds and tints that makeup-lovers swear by, Colorkey has a product to please everyone.
Bestsellers to try:
- Watery Sparkling Lip Gloss (S$11.28): Formulated with natural extracts like Seaweed, Olive, Camellia Seed, and Ceramide complex, this lip gloss is the holy grail of those with dry lips. One swipe delivers high-shine, instant hydration and gorgeous glittering colour.
- Dual End Triangle Eyebrow Pencil (S$7.24): Long-lasting and waterproof, this eyebrow pencil comes in a nuanced variety of browns, blacks and greys for accurate colour matching eyebrows.
flortte
Flortte blends affordable and adorable with their catalogue of sweet girlish products that promote creativity and freedom of expression.
It’s no wonder they’ve had viral hits on social media; from collaborations with Esther Bunny, Mikko, and Wackky, to their light and precise liquid eyeliners. With Flortte, it’s a guarantee that their products will look incredible on your face and in your vanity.
Bestsellers to try:
- I Am Super Beauty Lip Cream (S$8.10): Light and airy lip creams that dry down into a soft matte finish that adhere to the lips.
- Wow So Light Liquid Eyeliner (S$4.10): From its transfer-proof, water-proof formulation to a large variety of shades suitable for sharp eyeliner, lower lash drawing and aegyosal, the low price point makes this eyeliner a must-have.
Romantic Beauty
Romantic Beauty, also known as RMT, redefines feminine makeup with a delicate sweetness. From its sleek and chic packaging to a wide range of products for the entire face, this brand has earned a spot fair and square in many young women’s vanities. This brand is available locally in KKV.
Bestsellers to try:
- “Explosion Flash Out Circle” Colour-changing Highlight (S$18.08): A finely milled, three-way colour-shifting highlight that blends smoothly while minimising the look of pores.
- Water Glow Lip Oil (S$7.90): Formulated with a complex of Plumping Peptides, Sunflower Seed Oil, and Sodium Hyaluronate, this lip oil hydrates and delivers high shine in one swipe.
Carslan
Established in 2001, Carslan is a premium beauty brand and a pioneer in China, boasting a cult reputation among working women. Famed for their luxurious formulas with reasonable pricing, they are endorsed by actor Zhang Linghe and idol Yuqi.
Bestsellers to try:
- Tinted Lip Serum (S$16.35): Lightens lip wrinkles and moisturises lips, leaving them plump and juicy with no stain.
- Liquid Foundation (S$21.80): Coming in three formulas for dry, oily, and combination skin, this liquid foundation comfortably adheres to the skin without patchiness or separation. Its Cat Claw Dual-Patent technology keeps it lightweight and lasting for up to 24 hours.
INTO YOU
INTO YOU is known for its playful packaging and bold, youthful colours. Established in 2019, the brand has pioneered innovative formulas that lead to the creation of its iconic, cult-status lip products. The brand champions self-expression and everyday experimentation, and is a popular choice among teenagers and mature women.
Bestsellers to try:
- Super Matte Lip Cheek Mud (S$16.68): Beloved for its airy texture and rich, blurred finish, this velvet lip mud that boosted the brand to fame boasts 24 shades for ultimate versatility and creativity.
- Canned Lip Cheek Mud (S$16.68): Transferring the brand’s famous lip mud formula into a pot, the super matte and creamy texture wears well on the lips and cheeks.
