There has never been a more exciting time for skincare and make-up addicts, such as myself, in Singapore.

People here are spoilt for choice. While new beauty brands continually trickle into the market, a bumper crop has landed on Singapore’s shores in the last year or so.

Every other month, several brands make their debut here with a fancy store or counter. Products that I once had to beg friends who were travelling to buy – such as Nars peachy-pink blusher in Orgasm and Tom Ford’s scarlet lipstick in Cherry Lush – are now just a train ride away.

Expect a beauty deluge: New beauty brands in Singapore

Makeup by Illamasqua

The next couple of months are no exception. In fact, expect a deluge of newcomers. At least 13 established international brands will be making their way here.

Robinsons Orchard at The Heeren is pulling out all the stops to capture the attention of shoppers along the strip with its new five-storey complex when it opens this month.

New-to-market beauty brands that will be sold there exclusively – at least for the first few months – include highly anticipated designer labels such as Michael Kors and Tory Burch. Cult British make-up brand Illamasqua will also be making its debut.

At Sephora stores, which stock more than 150 beauty brands, expect an exciting line-up that includes the Jennifer Aniston co-owned American haircare brand Living Proof and American make-up brand Tarte. Popular South Korean skincare brand innisfree, too, is setting up its stand-alone store at Takashimaya Shopping Centre.

I can’t wait to see what each brand will offer in terms of the range of colours, innovative formulas and textures.

Faced with such keen competition, brands which are more established will have to work harder at keeping themselves relevant to consumers, while continuing to excite them. As for the new-to-market ones, the challenge would be to sustain consumers’ interest once the novelty wears off.

Beauty consumers here are savvy. Glitzy stores, ad campaigns and packaging will not distract their attention from the quality of the ingredients and efficacy of the products.

This story was first published in The Straits Times on November 1, 2013. For similar stories, go to You will not be able to access the Premium section of The Straits Times website unless you are already a subscriber.