Ksisters expands bestselling Jung Beauty hair care range, opens flagship store in Singapore

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Ksisters expands bestselling Jung Beauty hair care range, opens flagship store in Singapore

Apart from the Hallyu (Korean wave) phenomenon that built a robust foundation for K-beauty in Singapore, the significant growth in both awareness and adoption of Korean products over the past decade is said to be driven by several factors.

According to Jungmin Lee, founder of Ksisters and Jung Beauty, celebrity-endorsed beauty products and routines promising the “glass skin” look had quickly garnered attention and created demand for these items.

At the same time, social media has fuelled K-beauty’s presence in the island-state.

“With influencers and brands sharing tutorials and introducing new launches through TikTok and Instagram, consumers are increasingly exposed to K-beauty routines and products that seem both aspirational and accessible. This visibility helped incorporate K-beauty staples, such as sheet masks and essences, into consumers’ everyday regimen.

“Korean beauty brands also stand at the forefront of utilising unique ingredients, such as snail mucin, fermented extracts, and centella asiatica, as well as novel textures like watery essences and sleeping masks, which set new trends globally. As Singaporeans become more familiar with these ingredients and formats, demand for K-beauty products surged,” ​Lee told CosmeticsDesign-Asia​.

She added that the rise of “skinimalism” and a growing focus on wellness have led Singapore’s beauty consumers today to lean towards products that tout healthier skin, rather than heavy makeup.

“K-beauty’s emphasis on hydration, natural ingredients, and a glowing complexion aligns perfectly with this trend, prompting more Singaporeans to follow holistic routines that boost beauty from the inside out. This is why the products that we curate at Ksisters adapt Korean skin care wisdom to Singapore’s climate and local consumers’ skin needs.”

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