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* has emerged as the most trusted make-up brand in Singapore, followed closely by * and **, according to a February 2024 survey of beauty consumers conducted by Daily Vanity. Singapore’s cosmetics market is a highly competitive and saturated landscape, with established international brands competing with popular Korean and Japanese brands for space on the vanity table. 

Singaporean beauty consumers trust in luxury cosmetics

Singapore's cosmetics market was estimated to have a revenue of close to 200 million U.S. dollars in 2024. With around six million residents, Singapore is a small market for cosmetics. However, its cosmopolitan and affluent society is a fertile ground for a variety of brands to make their mark. A third of beauty and make-up consumers in Singapore report buying cosmetics every three months. This frequent replenishment cycle suggests a strong, ongoing demand for cosmetics. Luxury brands seem to be a favorite among beauty customers in Singapore, making up ** percent of the market share.

K-Beauty remains popular among Singaporean consumers 

In recent years, Korean beauty and cosmetics products have become increasingly popular among consumers in Singapore. Brands such as Innisfree and Etude House constantly rank among the most trusted and most used cosmetics brands in Singapore. K-Beauty products appeal to Singaporean consumers due to their innovative ingredients, while catering to fans of Korean pop culture and the more natural make-up looks favored by Korean pop stars.