10 best beauty treats from Singaporean brands you ought to buy
We get that Sephora is everybody's go-to when it comes to getting your beauty fix. After all, the convenience of having the largest selection of cult brands, high-end and high street makeup all under one roof just can't be beat. But sometimes going local and niche has its merits. Besides supporting Singaporean businesses, these smaller brands provide formulations and products that cut out a lot of the nasties that are usually found in most commercial brands, as their smaller scale means more attention to detail and freshly sourced ingredients.
And who knows, your haul might just interest your overseas friends who're on the lookout for under the radar beauty treats that aren't mass-marketed to death. Below, the best bits from 10 of our favourite local labels:
1. Allies of Skin
For the longest time, the 1A All Day Pollution Repair Mask was the brand's hero product. It was also the innovation that made the global stage with e-tailer Net-A-Porter picking it up. If there was any one 'made in SG' icon to start you off, this is it.
What to buy: 1A All Day Pollution Repair Mask, Molecular Saviour Probiotics Mist
2. Inga by 27A
For those who are wondering, 27A is actually a makeup and image consultancy specialising in weddings and editorials. Founder Marie Soh herself is a professional makeup artist, and her passion eventually led to the birth of her own beauty brand, created and designed with the needs of the Asian women in mind.
What to buy: IOWA Lipstick
3. Mmerci Encore
If you love your essential oils and indulging in an aromatherapy ritual or two, Mmerci Encore has everything you need to get your Zen on. Not only do they stock some of the finest 100 per cent, therapeutic-grade oils, they have massager tools made from rose quartz to pair with said oils for a DIY deep tissue massage-meets-yoga facial.
What to buy: Breathe Aromatherapy Blend, Rose Quartz Facial Massager
African-inspired and organic to boot, traditional remedies and ingredients are what make ANIA such a gem. Besides having an argan oil-based lineup that includes a variety of skincare and body products, orders within Singapore ship free (very crucial). Our must-have? The Rhassoul Purifying Mask for detoxification and hydration.
What to buy: Rhassoul Purifying Mask, Marula Brightening Serum
A Singapore-Japanese crossover skincare brand that sees the rare Japanese white turmeric patented as their key ingredient, RE:ERTH tackles the complicated 12-step routine to a regime every minimalist millennial can get on board with. Effective and efficient (and eco-friendly too), check and check.
What to buy: Multi-Targeted Elixir, Smoothing Eye Cream
Did you know Browhaus has its own in-house makeup range? A quick scroll of the newly launched online Beauty Emporium sees interesting offerings such as a lash and brow conditioner, a growth serum and even an eyelash moisturiser. And if you've ever booked yourself in for their services (say, their Brow Resurrection), you'd know they know their brows and lashes.
What to buy: Precision Waterproof Eyeliner, Brow Power Tool 3-in-1 Brow Tool, SCO Bodyscreen SPF50 PA+++
Hy-what? In case you've been away, Hysses is the re-brand of local label Mt. Sapola. Known for its essential oils, aromatherapy and spa products, those familiar with its offerings can expect the same high-quality, natural ingredients, only now there are expanded options including body lotions that address specific skin issues such as dermatitis or flaky skin.
What to buy: Lavender Hinoki Shampoo plus conditioner, Verbena Rose Hand cream, Camellia Cold Pressed Beauty Oil
Pronounced the same way you would with 'alchemy', this here is a little clever word play we can appreciate because the brand is all about botanical skincare tailored to your specific needs. Working an algorithm that susses your skin issues from a selfie consultation (sans makeup, of course), Alcheme will whip up a serum, emulsion and a soon-to-launch eye serum formulated exclusively for you.
What to buy: Personalised Serum, Personalised Emulsion
It's not everyday that a brush-focused brand breaks into the big time, seeing as tools tend to fall on the wayside when you got 101 other beauty brands competing to be bigger and louder. But in the five years since 13rushes started, they've now a full spectrum of brushes, as well as a special collaboration with celebrity makeup artist Larry Yeo that saw the creation of their best-selling Universal Do-It-All Face brush.
What to buy: Universal Do-It-All Face brush, 13rave brush
10. Skin Inc
You've defo seen it in passing at a Sephora before, although you (and most folks) might have the common misconception it hails from the US. But Skin Inc is proudly Singaporean through and through, with founder Sabrina Tan being one of the first movers in the customised skincare game. Give its signature My Daily Dose serum a whirl and you might find yourself a convert.
What to buy: My Daily Dose Custom-Blended Serum Cocktail, Pure Revival Peel, Facial In-A-Flash Multi-Masking Bento Set
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