Apart from the Hallyu (Korean wave) phenomenon that built a robust foundation for K-beauty in Singapore, the significant growth in both awareness and adoption of Korean products over the past decade is said to be driven by several factors.
According to Jungmin Lee, founder of Ksisters and Jung Beauty, celebrity-endorsed beauty products and routines promising the “glass skin” look had quickly garnered attention and created demand for these items.
At the same time, social media has fuelled K-beauty’s presence in the island-state.
“With influencers and brands sharing tutorials and introducing new launches through TikTok and Instagram, consumers are increasingly exposed to K-beauty routines and products that seem both aspirational and accessible. This visibility helped incorporate K-beauty staples, such as sheet masks and essences, into consumers’ everyday regimen.
“Korean beauty brands also stand at the forefront of utilising unique ingredients, such as snail mucin, fermented extracts, and centella asiatica, as well as novel textures like watery essences and sleeping masks, which set new trends globally. As Singaporeans become more familiar with these ingredients and formats, demand for K-beauty products surged,” Lee told CosmeticsDesign-Asia.
She added that the rise of “skinimalism” and a growing focus on wellness have led Singapore’s beauty consumers today to lean towards products that tout healthier skin, rather than heavy makeup.
“K-beauty’s emphasis on hydration, natural ingredients, and a glowing complexion aligns perfectly with this trend, prompting more Singaporeans to follow holistic routines that boost beauty from the inside out. This is why the products that we curate at Ksisters adapt Korean skin care wisdom to Singapore’s climate and local consumers’ skin needs.”
New addition to bestselling range
The in-house brand of Ksisters, Jung Beauty has gained traction for its hair care range since its debut in 2020.
For instance, its bestselling hair product, 7 Second Instant Nourish Water Treatment, has sold over 23,000 bottles to date.
The brand recently added a new product, Damage Repair Keratin Shampoo, to the line. It is formulated with oat protein, black bean, and probiotics (Lactobacillus ferment) to provide nourishing care for damaged hair.
It draws inspiration from “wisdom of the past”, such as beauty practices dating back to the Joseon Dynasty, and combines it with modern innovations.
“In ancient Korea, women ground oats into a fine powder and mixed it with water to make a paste. This traditional remedy was found to hydrate and repair damaged hair strands.
“Our shampoo’s formula harnesses the same power of oat protein extract to soften hair, boost shine and retain moisture, effectively improving the condition of dry or damaged hair. The ingredient also penetrates into hair strands to deliver essential nutrients quickly.”
The naturally high content of lecithin, amino acids, and antioxidants in black beans help support the growth and restoration of both hair and scalp cells.
Developed from microorganisms isolated from Jeju dongchimi (water radish kimchi), the Lactobacillus ferment provides skin moisturisation and gently removes dead scalp cells, while maintaining a balanced skin microbiome and protecting the skin barrier.
The formula is also enriched with other ingredients, including saccharomyces black tea ferment, AQUARICH, and Hydrolyzed 7 complex, to enhance overall hair and scalp health.
While the Damage Repair Keratin Shampoo marks the completion of Jung Beauty’s hair care routine, the brand remains active in new product development.
It is currently working on a limited-edition hair care range for the upcoming Chinese New Year season.
“We’ll also be rolling out two facial masks and other new products as part of our sun care range. We’ve worked on most of them for about one to two years. These products use the most innovative and effective K-beauty technology that has not been introduced in the Singapore market yet, so I’m quite excited to finally launch them,” Lee shared.
Recognising the increasing demand for products that support inner beauty and self-care, Ksisters seeks to delve deeper into the wellness space.
“One area we’re particularly enthusiastic about is exploring traditional Korean wellness ingredients that may be new to Singapore but have a rich cultural heritage in Korea, such as ginseng and herbal teas.
“We’re also looking to launch supplements containing adaptogens that address specific needs like stress relief, sleep support, and energy balance. On top of that, we plan to hold various workshops to educate our community on embracing wellness both inside and out.”
Online to offline
On October 31, Ksisters opened the doors to its first brick-and-mortar shop in Singapore, after eight years of online presence.
Located at Wheelock Place, in the heart of popular shopping belt Orchard Road, the 700sq ft store houses more than 30 cosmetics, dietary supplement and fashion brands.
It aims to serve as a “one-stop destination” that enables easy access to premium Korean brands that were previously elusive in the country.
“Every product undergoes rigorous testing by the Ksisters team and consumer testers to ensure that they deliver real results and resonate with our customers.”
From the hanok (traditional Korean house) interior design to embellishments like Korean moon jars, the flagship store pays homage to the cultural heritage of Lee’s homeland.
“Opening the store felt like the natural next step for us. It allows our community to connect on a deeper level, and immerse themselves in both traditions and contemporary trends for the full Korean experience.
“We’ve always strived to bring K-beauty and K-culture to Singapore, and this store captures the essence of Korean lifestyle, wellness, and fashion. Our goal is for it to become a gathering space where people can feel the authentic energy of Korea, while finding quality beauty solutions for themselves and their loved ones,” Lee explained.
