The New Cult Drugstore Brands To Buy
Her World Singapore|February 2019
The New Cult Drugstore Brands To Buy

These come from all over the world and are exclusive to Guardian here. They have a strong following in their places of origin, simply because they’re great products at great prices.

The makeup brand that doesn’t take itself too seriously

What: I’m Meme, the inhouse brand of South Korean beauty e-tailer Memebox. From: Seoul, launched in 2014.

Background: Memebox has four private labels under it – Nooni, Bonvivant, Pony Effect and I’m Meme. The first three are minimalist – even simple – brands, and the e-tailer was looking to create a more “energetic” one. Enter I’m Meme, the fast beauty brand that doesn’t take a toll on your wallet. How fast is it? The brand rolled out 394 products from 2015 to 2016.

Why you should buy it: We like it for its oh-so-cute packaging, what with its heart-shaped lipsticks and eyeshadow-and-cheek-colour “cubes”. Beyond that, the products are created for the fast-paced millennial life. The I’m Meme Multi Cube Eye and Cheek Palette, for example, combines four eyeshadows and a blusher in an on-the-go compact.

What’s sold in SG: Only the best-selling products from Seoul are available here; in South Korea, customers are treated to both permanent and seasonal collections.

The skincare made from nature’s products in New Zealand

What: Antipodes, a clean-certified vegetarian skincare brand. From: New Zealand, launched in 2007 .

Background: Creating skincare wasn’t initially on the cards for Elizabeth Barbalich. She started out wanting to pursue a greener lifestyle: Her family, with three kids under four years old at that time, was already eating what they regarded as an immuneboosting diet of superfoods, raw juices and supplements. She had also made the switch to green cleaning products.

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February 2019