Singapore startup offers platform for innovative beauty brands

Beauty retailer Asian Beauty X is aiming to expand its reach throughout South East Asia by means of a personalised, online retail experience

Spotted: The online e-commerce beauty retailer, Asian Beauty X, is offering an alternative platform through which to source beauty products. It places a strong emphasis on building up brand loyalty with their consumers, ensuring investment in the select few brands the platform engages with. 

“The big online marketplaces are not designed for exploration,” CEO and founder Justin Lee, told CosmeticsDesign-Asia, “they are more transactional”. Asian Beauty X aims to curate a personal experience for consumers looking for specific beauty products across South East Asia. 

One of the ways they do this is through an online brand platform called The Moxie, which was created to bridge the gap between the diverse consumer trends across the continent. Lee says that the company takes a selective approach to the brands they represent, because “those that are more measured in their approach,” ultimately give “the best results.” 

Currently, the retailer represents four big Korean beauty brands only, including Lagom and Thank You Farmer. But the company is looking to expand its reach further across South East Asia, and are currently considering brands from Korea, Japan, India and Thailand. It is also investing in bot technology with hopes replicating the kind of customer service online platforms often lack compared to the in-store experience.