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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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An interactive pop-up at Ion Orchard last November allowed the public to try out four Olive Young brands.
PHOTO: GUARDIAN
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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.
