‘Right market, right moment’: Helena Rubinstein debuts in Singapore with plans for further regional growth

The L’Oréal-owned brand unveiled its first SEA flagship store in Singapore at ION Orchard. Additionally, the brand also made it department store debut in Takashimaya Ngee Ann City.

This marks the brand’s first foray into the ASEAN region.

“Singapore has a very discerning and demanding consumer base. Both women and men are really focused on finding the most innovative products and services to take care of themselves. We knew there are consumers here looking for this level of innovation. It felt like the right moment and the right market as well,” said Rameet Kaur, brand general manager and head of sustainability, SAPMENA, L’Oréal Luxe.

Speaking to CosmeticsDesign-Asia, she highlighted the potential for the brand in this region.

“We believe there’s a very strong market for this brand and we are committed to making our brand available to women and men around the region. You can expect to see more from Helena Rubinstein in the months and years to come in Singapore as well as the world,” said Kaur.

“For now, we are going to keep it nice and curated in Singapore for the next six to 12 months. But in the region, we do have plans to expand.”

The expansion of the brand in Asia is aligned with the growing interest in cosmetics and aesthetic procedures​, further cementing its relevance to Asian consumers.

“The brand focuses on being a strong complement. Our consumers today are going for treatments, using aesthetics to take care of themselves. We want to make sure to be a complement to them,” said Kaur

In 2008, the brand partnered with the renowned plastic surgeon Dr Michel Pflug and founder of Laclinic Montreux, to develop the Replasty range of products.

Today, the Replasty Age Recovery night cream, dubbed the Black Bandage cream for its ability to accelerate skin recovery, is the brand’s signature product.

It contains 30% Pro-Xylane, a patented ingredient from L’Oréal that was derived from the beech wood tree. According to the brand, it has proven efficacy for three grades of ageing scars.

In addition to Replasty, the brand also has the Powercell range.

“Powercell is really focused on longevity and protection skin from pollutants and other environmental factors. Longevity science together with cellular science is one of the areas we are looking at,” said Kaur.

She also highlighted the brand’s commitment to exploring green technology.

“Another big focus for Helena Rubinstein is really finding new technologies that allow us to make use of green ingredients in a very sustainable way.”

Helena’s history​

Founded in 1902, Helena Rubinstein was acquired by the L’Oréal Group in 1984.

L’Oréal chief Nicolas Hieronimus and luxury division head Cyril Chapuy have both described it as one of the group's most successful transformations in its history.

In 2023, the ultra-luxury brand surpassed a billion euros.

A key factor in its success is its strong emphasis on science as part of its ultra-premium beauty positioning.

At the Singapore flagship, consumers can explore the brand’s products and indulge in personalised consultations with an advanced skin analysis tool.

It also features a facial cabin where consumer can experience exclusive treatments.