C-beauty products easily accessible in stores in Singapore

"This growing popularity has contributed to a 13-times increase in live stream sales within the C-beauty segment over the past year."

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One standout example is Lassie Manna, a premium skincare brand that drives 100 per cent of its Shopee sales through live streams, even with products typically priced above $100, she says. "Its sessions are led by in-house hosts, and occasionally feature local celebrity collaborations to boost visibility and excitement."

MORE ACCESS, MORE CHOICE

With demand comes improved access to C-beauty options via physical retailers. Seasoned shoppers may be able to deftly navigate Taobao and cross-border shopping, but increasingly, more brands are being made available in local stores.

At Guardian's Health and Beauty Fiesta trade show in July, the pharmacy retailer introduced two lesser-known, new-to-market C-beauty brands - Into You (launching in September) and Timephoria - bringing its growing stable of C-beauty brands to five.