HWBA 2021: The most innovative beauty launches and brands that got us talking

This is a beauty lover’s joy – and new home. For one, the number of brands on the floor has doubled, from 48 to 94. For another, the hall features new counter concepts enhanced with digital technology, from AR experiential walls to an AI robot assistant, as well as mobile checkout points to make shopping seamless.

Green beauty enthusiasts will love the dedicated Beauty Library concept space where they can discover nature- inspired and clean beauty brands.

The first hybrid beauty and fragrance boutique in South-east Asia for the brand, the revamped boutique combines the Chanel Beauty Studio with different discovery zones so you can truly immerse yourself in the Chanel beauty universe.

The Skincare Wall and Fragrance Bar allow you to explore the brand’s full range of skincare and fragrances, including exclusive scents inspired by Gabrielle Chanel’s life.

Love makeup? The Beauty Creative Table is where you’ll find personal interactive screens where you can pick up skills via online makeup tutorials or even get a digital makeover.

With in-person events cancelled during the circuit breaker, celebrating a new product seemed impossible. But Estee Lauder wowed us with this virtual launch. From online photo booths to seamless breakout rooms that revealed the night serum’s application tips, product abilities and new scientific discoveries, it never once felt like we were taking all this in remotely, via our screens.

A global first for Lancome and exclusive to Singapore, the virtual store was an immersive 3-D showcase of the brand’s iconic Lancome Advanced Genifique Youth Activating Serum, where users could learn more about the well-loved product in the comfort of their home, via experts and real women testimonials. (And of course, having a celebrity guest like Aaron Kwok grace the “store” was the icing on the cake.)

Skinceuticals’ largest department store counter in the world offers an interactive experience like no other.

Besides a roving AI robot assistant to guide you through its products and even lead you on a mini tour of the space, virtual and AR tech are also used to enhance your shopping.

Pick up a product at the Lift and Learn Wall to activate product information, or step into the immersive 3-D Holographic Wall with larger-than-life visuals of Skinceuticals products. There are also facial treatments like the exclusive Gold Standard Treatment, that will get skin glowing in just 30 minutes.

30 seconds in Japan, making D Program the top sensitive skincare brand in the country for the last 10 years. Backed by 50 years of sensitive-skin research, the gentle and hypoallergenic formulas are loved by many, not just those with sensitive skin.

From blemish busters and anti-ageing to brightening and sun protection, there is something for everyone. Prices start from $29.90.

A bi-phase essence containing grapeseed oil, French beech bud extract and glycolic acid, it harnesses the benefits of enzymes – which Lancome scientists have been studying for 30 years.

Enzymes create and speed up the chemical reactions in skin cells, helping with regeneration, hydration, regulating the amount of melanin produced, and even getting rid of melanin-laden skin cells. The result: a smoother and brighter complexion.

The design-patented whisk combines the two phases by generating micro bubbles for an optimal blend as you shake the bottle. It costs $148.

Each iteration of the iconic serum has featured breakthrough skin research. The 2020 version focuses not only on addressing skin’s current issues (fine lines and dryness), but also on preventing future issues. It does so by boosting the communication between skin cells to maximise skin’s natural repair and youth-generating power. We love that you can use it both day and night. From $130.

Glowfully started with the goal of omitting the top four controversial ingredients in its products – parabens, phthalates, sulphates and formaldehyde. But it’s gone beyond and now excludes other questionable ingredients, such as triclosan, artificial fragrance and PEGs (polyethylene glycols).

Our fave: Its signature H20 Jelly Mask is a zero- waste product – after use, the mask can be melted in warm water into an essence that can be used on the face and body. Prices start from $38.90.

It’s a bi-phase hydrating serum that you can customise according to your skin’s needs. Want more hydration? Shake the bottle a few more times to mix the rose-based oil and water actives really well, so that the smaller bubbles absorb quickly to deeply hydrate skin. For a dewy complexion, shake the bottle gently – the larger bubbles mean the oil actives stay on the skin’s surface to give a glowy sheen. It costs $95.

The lightweight, milky essence leaves skin smooth, well-hydrated and healthy. The third generation uses prebiotics to strengthen and protect skin microbiome. It’s also eco-friendly with product refills. It costs $80.

The fast and powerful hairdryer uses advanced ionic tech to give hair a professional salon-like finish at home, allowing for better styling control, while reducing frizz and flyaways. Our sleek and shiny hair gets compliments every time. It costs $295.

Our intimate Y-zone gets a prebiotics range to keep skin balanced and strengthened, with a wash, scrub, lotion, overnight mask and sunscreen that can be used from top to toe. The line is dermatologically and gynaecologically tested. Prices start from $55.

Easily the most anticipated launch of the year – 24 lipstick shades in matte and satin, with some selling out almost immediately. The collection is inspired by the brand’s archive of over 900 leather shades and 75,000 silk swatches. We love how the well-pigmented lipsticks feel so weightless and comfortable. Most importantly, the packaging is also environmentally friendly as each lipstick is refillable and contains no plastic. It costs $113.

Chantecaille has championed sustainable beauty since day one. The brand cultivates plant stem cells in the lab, which provide a limitless supply of active ingredients – which means that both land and water are freed up for farming crops for food. The New York-based French beauty brand also supports animal conservation efforts. So doing your part to stop global warming can be as easy as applying a Chantecaille lipstick. Prices start from $58.

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