Fresh beauties

New-to-market and indie K-beauty brands are making their way to Singapore, thanks to fresh tie-ups and strong demand for all things K-beauty

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Move over, The Face Shop and Etude House - there are some new K-beauty players in town.

The variety of South Korean cosmetics available here has ballooned in recent years, buoyed by a steady increase in interest and demand, said retailers interviewed for this story. And customers are looking beyond tried-and-true household names.

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A version of this article appeared in the print edition of The Straits Times on January 03, 2020, with the headline Fresh beauties. Subscribe