S’pore beauty salons bank on value-adds, convenience as RTS spells more competition from JB
The RTS opening in January 2027 could draw price-sensitive customers in Singapore across the Causeway.
In anticipation of the impending Johor Bahru-Singapore RTS Link, Singaporean beauty salons are capitalizing on value-added services and convenience. With the journey between Woodlands North and Bukit Chagar becoming a mere matter of minutes, the number of round trips to Johor Bahru (JB) by Singaporeans could surge by 51% annually, according to a July study. As such, some Singaporean salons are enhancing their in-store experience and extending their services to clients' homes.
Peachy Skin Bar, a facial salon, exemplifies this shift. Its owner, Crystal Lee, has refitted her single outlet in Queen Street with a pink-walled, open lounge area where customers can enjoy complimentary drinks. Lee differentiates her business by incorporating a shoulder massage between facial stages and fostering strong customer relationships. She hesitates to open an outlet in JB, preferring to focus on her Singaporean customer base for now.
Other local beauty businesses are also adapting to the competitive landscape. Eyelash salon Perky Lash, with four Singaporean outlets, operates a Johor Bahru location where prices are 20-30% lower than in Singapore. Founding Jasmin Tay notes that 80% of customers are Singaporean. Rather than opening another JB outlet, Perky Lash is introducing home visit services to broaden its customer reach.
Shiyun Teo, founder of Picasso Hair Studio, echoes the trend. Teo's Novena outlet is surrounded by condominiums and tuition centers, with parents frequently dropping children off for tuition while getting hair services. While Picasso Hair Studio may not open a JB location immediately, Teo believes convenience and time will be crucial in attracting customers.
He stresses that choosing a local salon provides reassurance for any adjustments needed, saving time on additional border crossings. Teo forecasts that the RTS will intensify competition but will also compel Singaporean businesses to emphasize their unique value propositions beyond price.
Written by urgent.news from Straits Times Business's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
