Market Intelligence
Cosmetics and Toiletries Singapore

Singapore Consumer Goods Home Beauty Tech Devices

Increased demand for innovative home beauty-tech devices.

Singapore’s premium beauty and personal care sector was estimated to be worth US$705 million in 2022, up from US$595 million in 2015.  This is according to leading research firm, Euromonitor.  Overall, the beauty and personal care market, a mature and saturated sector, is expected to grow annually by 1.14%.  

A small part of this rise can be attributed to the popularity of home beauty-tech devices segment, a pandemic trend. Unable to visit spas and salons during the covid-19 lock-down, women shifted to using home beauty-tech devices which offered them accessible and affordable ways to maintain their beauty routines with the added convenience and comfort of their own homes.

Consumers are also increasingly seeking personalized, non-invasive and natural beauty treatments targeting a range of skincare concerns such as acne, skin rejuvenation, hyperpigmentation and hair removal/regrowth. With the rising affluence of women who now have good disposable incomes and with social media influence, more are also opting to support sustainability considerations and are turning to ethical beauty-tech purchases.  

According to a recent consumer study by a leading local bank, the average woman in Singapore spends approximately $200 a month on self-care. Seizing this opportunity and as the economy picked up post-pandemic, financial institutions offered “buy now, pay later” plans to entice consumers. 

Singapore consumers are value-conscious and look for beauty devices that offer a balance between quality and price. They carefully evaluate the features, functionalities, durability, and performance of the device in relation to its price.  These Do-It-Yourself beauty tools and devices are experiencing a strong demand and continued growth is expected in the coming years, the standard electrical current used in Singapore is 220-240 volts AC (50 cycles) and the power sockets are three square prongs. Examples of beauty devices include the following:

•    LED face masks
•    IPL hair removal
•    Micro-needling 
•    Radiofrequency Skin Tightening 
•    Innovative makeup tools such as smart mirrors, facial cleansing brush, massaging beauty rollers, and more.  

Major e-commerce marketplace like Amazon, Shoppe, Lazada and Qoo10 are popular go-to sites and the ease of online shopping has led to more beauty tech devices purchases via the internet. Physical retail stores such as Sephora, also offer online options as an extension of their shopping experience.  

U.S. manufacturers who wish to explore these opportunities or partner with Singapore entities may contact Melody Yeo at the U.S. Commercial Service in Singapore.