What makes a beauty product stand out? Inside the Her World x Shopee Beauty Awards Forum

Amid the seemingly endless choice of beauty products, how do you know what is actually worth your time, money and shelf space?

That was the question at the heart of the Her World x Shopee Beauty Awards Forum, held on 29 August as a culmination and celebration of the inaugural Her World x Shopee Beauty Awards.

The intimate, invitation-only event brought together the Her World community, Beauty Club members, beauty brands, representatives from winning brands — including Kose, Decorté, The Ordinary, The Purest Co, Galderma (Cetaphil), Beauty of Joseon, JUNGSAEMMOOL and Lab 3000 — the Beauty Awards judges and content creators for an afternoon of discovery, experimentation and conversation.

Guests were able to get up close with this year’s winning products and highlights, with dedicated spaces to swatch, test and experience the products for themselves.

The afternoon opened with an introduction by Her World beauty editor Letty Seah, before moving into two panel discussions exploring a question that is increasingly relevant in today’s beauty landscape: what makes a product stand out when consumers have more choice than ever?

The first panel, moderated by Her World editor-in-chief Elizabeth Lee, brought together Clara Huang, Business Development Cluster Lead for FMCG at Shopee Singapore; Sunil Nat, Regional Head of E-commerce & Digital Strategy, JPAC, Galderma/Cetaphil; and Judy Kim, General Brand Manager at JUNGSAEMMOOL.

For Sunil, standing out isn’t about chasing every viral ingredient or trend. As a brand rooted in dermatology, Cetaphil takes a longer-term approach to product development, with products often developed three to five years before launch.

Rather than creating products simply because a particular ingredient is trending, the focus is on identifying genuine consumer needs and developing products that can address them safely and effectively.

That long-term approach is also what Sunil believes has helped Cetaphil remain relevant for decades. In his view, the brand’s longevity ultimately comes down to one thing: products that work.

But that doesn’t mean brands can ignore the way consumers discover beauty today. Influencers, younger creators and platforms such as Shopee Live can help brands communicate with consumers, with the focus shifting from simply creating awareness around a product to educating shoppers about their specific beauty needs.

For JUNGSAEMMOOL, standing out begins with having a strong brand identity. Judy explained that the brand’s roots in professional makeup artistry remain central to its identity, but education is equally important.

From short-form tutorials and keyword-led content to masterclasses and one-to-one services, the brand aims to give consumers the knowledge and techniques to use its products effectively. Products can also be grouped around specific consumer needs rather than simply sold as individual items, while personalised consultations help beauty advisors cater to different skin types.

Strategic collaborations, such as JUNGSAEMMOOL’s The Devil Wears Prada collaboration, meanwhile, create moments of excitement while keeping the brand culturally relevant.

From Shopee’s perspective, the key to standing out lies in understanding what consumers are actively searching for. Clara shared that the platform’s beauty team monitors search behaviour and emerging trends to identify the products, ingredients and categories gaining traction.

These insights can then help brands understand what shoppers want and potentially feed into future product development and R&D.

Technology is also changing the way consumers shop for beauty. Tools such as BeautyCam and SkinCam allow shoppers to virtually experiment with products, helping to bridge the gap between browsing and buying.

What makes a beauty product worth the hype?

The conversation then shifted from the brand perspective to the consumer experience, with a second panel moderated by Letty alongside Judy, content creator and Beauty Awards judge Tiara Ong (@Tiarabean), and content creator and Beauty Awards judge Wirda Elliesa (@Wirdaelliesa).

After spending weeks testing products as part of the Beauty Awards judging process, both creators had a clear takeaway: virality may get you to try a product, but performance is what makes you come back to it.

For Wirda, viral packaging and social media buzz can create an initial sense of fear of missing out (FOMO). But a product only proves itself when she finds herself reaching for it repeatedly. Texture and efficacy ultimately matter more than price, and a higher price tag doesn’t necessarily guarantee better performance.

Tiara similarly described a standout product as one that becomes almost automatic — something she reaches for without thinking because it consistently meets her needs.

The judging process also made both creators more conscious of the gap between marketing claims and real-world performance. A product can be hugely popular online and still not necessarily be the right fit for every consumer.

Judy believes that, from a brand perspective, authenticity, a strong brand story, technique and clear product information are key to building that trust.

She shared the example of the JUNGSAEMMOOL Artist Cushion Blush she initially doubted would work after trying it incorrectly. It was only after learning the correct application technique — including where to apply it, how much to use and which base to pair it with — that she saw the intended result. The product went on to become a bestseller and a Her World x Shopee Beauty Awards winner.

The afternoon wrapped with guests mingling over food and drinks while exploring the various product discovery zones, including a fragrance bar by Slow Scent Company, where they could customise their own scent with crystals and blooms. 

We’d like to thank all our guests, brand partners, judges and creators for joining us to celebrate the inaugural Her World x Shopee Beauty Awards.

It was an afternoon filled with beauty discoveries, lively conversations and plenty of opportunities to try something new. To discover this year’s winning products and find out more about the Her World x Shopee Beauty Awards, visit our content hub.