{
  "id": 11060540,
  "title": "From counters to experiences: How Singapore malls are reinventing beauty shopping",
  "url": "https://urgent.news/2026/09/30/from-counters-to-experiences-how-singapore-malls-are-reinventing",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-30T23:59:47.000Z",
  "source": {
    "name": "CNA - Singapore",
    "slug": "cna-singapore",
    "url": "https://www.channelnewsasia.com/style-beauty/beauty-shopping-singapore-malls-6409861"
  },
  "original_language": "en",
  "account": "Singapore malls are transforming beauty shopping into an interactive experience, moving beyond mere browsing and simple purchases. With the rise of online research, price comparisons, and tutorials, malls are now offering something screens cannot – expert advice, sensory experiences, treatments, and personalized attention. This shift is reshaping the beauty retail landscape, with traditional cosmetics counters giving way to standalone stores and dedicated beauty spaces where shopping overlaps with consultations, services, and experiences.\n\nMalls in both the city centre and suburban areas are embracing this trend. Raffles City now houses over 26 luxury beauty brands, while Ion Orchard has more than 30 dedicated beauty boutiques. Tampines Mall has welcomed YSL Beauty and Shiseido, among others, signaling a growing interest in standalone beauty stores across the city. Jem, a suburban mall, was among the first to introduce standalone stores for international beauty and wellness brands like Chanel, Dior, and Rituals.\n\nThe shift goes beyond the number of beauty stores; it's about the experience shoppers are invited to take part in. Traditional beauty counters, built around a simple transaction, are evolving. Brands are now asking shoppers to spend more time with them, offering experiences such as fragrance personalization, skincare treatments, and custom-illustrated packaging with bottle engraving. At Jo Malone London, customers can explore fragrance layering, while Cle de Peau Beaute offers a private VIP cabin for facial treatments. Brands like Guerlain, Helena Rubinstein, La Mer, and La Prairie have private treatment spaces within their boutiques.\n\nSome stores are pushing the idea even further. Lancôme's La Maison de la Longevité, located in Ion Orchard, combines biological-age skin analysis with specialized treatments. Armani Beauty has introduced its Armani/Atelier concept to Southeast Asia, and Helena Rubinstein and YSL Beauty have opened their first standalone boutiques in the region. Singapore's status as a regional beauty market has facilitated such innovative formats, allowing global beauty houses to test new concepts and create regional-first experiences.\n\nMalls are also using beauty as a platform for events and activations. Raffles City's Beauty Vault, launched in 2024, brings together 25 beauty, skincare, fragrance, and wellness brands under a single experiential showcase. The 2026 edition saw a 66% increase in brand participation and an 18% rise in attendance. The event featured masterclasses and workshops that were fully subscribed. Tan Mui Neo, managing director of retail management at CapitaLand Investment, which manages Raffles City and Tampines Mall, attributes this appeal to the growing demand for expertise, personalization, and hands-on discovery.\n\nBeyond the stores themselves, malls are turning beauty into entertainment. Ion Orchard's high-traffic areas have hosted events such as Sulwhasoo's anniversary showcase featuring global ambassador Yoona, Dior's Dior Addict takeover, and YSL Beauty's Libre Berry Crush launch. These activations have attracted celebrities like Thai stars Win Metawin and Mile Phakphum, creating a sense of occasion and exclusivity. For brands, these temporary experiences offer a sense of urgency and a unique selling point that a conventional store opening cannot provide. For malls, they provide additional reasons for shoppers to visit beyond simply replenishing their skincare or makeup collection.",
  "summary": "From skin analysis and personalised consultations to fragrance layering and hands-on masterclasses, Singapore malls are turning beauty shopping into something consumers can experience, not simply browse.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "Channel News Asia",
        "title": "From counters to experiences: How Singapore malls are reinventing beauty shopping",
        "url": "https://urgent.news/2026/09/30/from-counters-to-experiences-how-singapore-malls-are-reinventing-11067499",
        "published": "2026-09-30T23:59:47.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}