The 10 most searched beauty brands online in Singapore in 2020
We may have to stay inside, but our appearance will be sensational with our WFH skincare routine
Text: Kritika S
The pandemic may have caused a decline in personal self-care and grooming with wild leg-hair, chipped nails and unruly eyebrows becoming an actual look (just my house?), but online searches for beauty brands in Singapore in 2020 did not waver. Those of us looking to upgrade our WFH skincare routine, moisturise our way out of a daily meltdown, or cheer things up with a slick of eyeliner continued turning to online shopping for solace.
The Straits Times reported a surge in sales of skincare in Singapore as more of us eschewed make up for a more au natural look. Indeed, when home-grown brand Skin Inc shut its physical stores temporarily earlier this year, online sales went up by 400 per cent. Nerissa Low, founder of Liht Organics saw a 300 per cent spike in online sales for her make-up. "We thought most people would not be putting on lipstick,” she told the newspaper. “Even if it is hidden behind a mask, they put it on for themselves, and it gives them confidence.”
Whatever the reason for searching beauty brands online, it’s clear that we on the Red Dot love our cosmetics, and a recent survey by Yahoo Singapore revealed just who we’ve been online shopping for. Read on to discover the 10 most searched beauty brands online in Singapore in 2020 (given the way the world is going, you might want to get a head start on them for 2021).
1. Sephora
Sephora is your one stop shop for everything beauty. Its open-sell environment gives all emerging and classic beauty brands an opportunity to showcase their best products including skincare, makeup, fragrance, body, hair — everything. Often regarded as a beauty trailblazer thanks to its unparalleled assortment of prestigious brands, Sephora has a global beauty presence in more than 1,900 stores around the world (and even more of a presence on laptops in houses worldwide).
Over 40 years of campaigning, change-making, and smashing beauty industry standards, The Body Shop has always stood for empowering personal beauty. They have you covered for everything from hair, skincare, make up and fragrance, and we love their efforts for a greener beauty world through their various schemes such as Return, Recycle, Repeat. Access their best-seller list for trending products to update your beauty shelf. Personally, their face masks were a circuit breaker saviour.
3. Innisfree
This all-time favourite beauty brand uses natural ingredients from the pristine island of Jeju in South Korea. With more than 100 stores around the globe, their mantra has always been to present customers with products where clean nature and healthy beauty coexist in harmony. Using 12 ingredients including green tea and orchid at the core of its skincare products, you can find sheet masks, moisturisers, serums, cleansers and sunscreens to combat your skin concerns. Their new holiday collection gift sets are ideal if you’re looking for a last-minute pressie.
4. Kiehl’s
Over 165 years old, this apothecary style skincare brand is known for its nature inspired and scientifically proven formulas that help improve overall skin quality for visibly healthier-looking skin. In a non-pandemic world you can book a personalised consultation at any store to discover the products that are right for you, in addition to their ‘Try Before You Buy’ mini samples. For now, while restrictions are in place, head over to their holiday gift shop for some online beauty options.
5. Laneige
Filled with a winning combination of moisture and light comes Korea’s leading beauty brand, Laneige. This beauty brand’s product line prides itself in “water science” to address skin concerns utilising two key ingredients: Hydro Ionized Mineral Water, which offers quicker and deeper absorption and Mint Water, which is believed to reduce excessive sebum. Their recently launched ‘Neo Cushion’ foundation gives great natural glowing coverage and long-lasting skin hydration which is ideal for extra-long Zoom meetings.
6. Skin Inc.
This homegrown-gone-global skincare and winner of more than 100 beauty awards is a beauty brand that doesn’t believe in a one-size-fits-all formula. Using cutting edge technology from Japan, it allows you to be our own mixologist to mix and match serums that best suit your skin. This year we became particular fans of their iconic Supplement Bar range which is pure, potent and with no added scents and parabens. Their Custom Blended Glowin’ Set was ideal for days when we really had spent too much time indoors …
7. Sulwhasoo
Focused on delivering a harmonious balance between the body and mind by tackling from the inside out, this leading Korean luxury beauty brand has skin solutions that address problems at the root. Using traditional natural ingredients and dedicated research, Sulwhasoo uses a rare element from Korean Ginseng to enhance skin’s recovery.
8. Browhaus
This Singaporean beauty brand is your one-stop for your brow and lash grooming needs. Inspired by the German Art School, Bauhaus, (famous for combining crafts and fine arts), products comprise lotions and potions formulated for pre-and post-brow treatment care, plus a soothing selection of face products.
9. Etude House
Apart from being a household name in K-town, this beauty brand offers the pure excitement of indulging in countless coloured cosmetics. It houses everything from face makeup to skincare and beauty tools for your hair. An easy-going, fun, and affordable brand, it’s ideal if you’re looking for something a little ‘extra’ to complete your everyday beauty regime.
10. Clinique
Part of the Estee Lauder group, Clinique is a classic skincare brand that’s free from parabens, phthalates, and fragrance. In fact, they also avoid using allergens and ingredients that can be harmful in the hope to achieve ‘happy skin’. Their products also include fragrances, cosmetics, and grooming products for men. Perfect for lockdown, their online ‘Clinical Reality’ check on their website diagnoses your skin concerns with recommendations and reveals what your skin would look like after 12 weeks of product use just by uploading a selfie.
