Beauty And Wellness Brands Giving A Truly Personalised Routine That Works Just For You
Her World Singapore|January 2022
Today’s beauty and wellness brands are looking to DNA, drug research and technology to give a truly personalised routine that works just for you.
Vanessa Chia
Customised beauty is hardly new – hands up if you still remember Prescriptives and its custom blend foundations and lipsticks. When it comes to skincare products and routines, we are well aware that there is no one size fits all solution – and the rise of customised skincare solutions in recent years is a testament to this.

In fact, the realm of customisation today isn’t confined to skincare: There’s also personalised makeup, haircare and even wellness solutions – all the better to complement the knowledgeable and savvy Gen Z consumer.

The first digitally native generation, Gen Zs have a ferocious appetite for consuming knowledge online, be it through tutorials, websites or social media. This naturally extends to their beauty choices, making them consummate “skintellectuals” who are interested in the ingredients and science that go into their beauty products.

“Consumers are far more educated,” says Richard Parker, founder of Australian skincare brand Rationale. “They are fascinated by skincare – realising that they can understand this, and that the concepts are not complex. They are also reading scientific and medical research journals, and I think this hunger for knowledge is driving a desire, or almost a demand, to see results.”

Mili Kale, co-founder of Singapore-born health and wellness brand Moom Health, agrees: “Whether it’s through social media or individual research, or hearing it from friends, users rarely go into a purchase ‘blind’ today.”

So what makes today’s customised beauty and wellness brands different? Online quizzes on lifestyle and skincare habits are not enough. Brands need to be inclusive, sustainable and, most importantly, authentic. In short, they need to be a reflection of the Gen Z consumer.

“While bespoke products and personalisation have been around for a while, the demand for it is only going to get stronger because it’s coinciding with technological and normative changes in society. Today’s customer finds value in transparency, authenticity and diversity – and these are reflected in consumption patterns,” says Anna Melman, co-founder of Singapore-born skincare brand Anake.

A reflection of the evolving landscape, these brands are making waves in the arena of personalisation.

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