Singapore’s beauty market is already moving fast. In 2023, online beauty shopping reached 62% and the whole sector was valued at US$1.35 billion, yet women aged 25 to 34 were still making monthly purchases at a 68% rate. From anti aging holding 28% of skincare to hyaluronic acid serums jumping 35% year on year, the mix of habits, preferences, and categories is anything but uniform.
Key Takeaways
- 68% of Singaporean women aged 25-34 purchase beauty products monthly
- 45% of Singapore consumers prefer natural/organic beauty ingredients
- Online beauty shopping penetration in Singapore reached 62% in 2023
- Haircare market revenue US$280m in Singapore 2023
- Shampoo segment dominates with US$120m revenue 42% share
- Conditioner sales grew 7% to US$85m in 2023
- Makeup market in Singapore valued at US$320m in 2023
- Lipstick sales revenue US$85m with 5.1% CAGR projected
- Foundation and powder market share 22% of makeup segment 2023
- Singapore's beauty and personal care market was valued at US$1.35 billion in 2022
- The beauty market in Singapore is expected to grow at a CAGR of 3.5% from 2023 to 2027, reaching US$1.56 billion
- Online sales in Singapore's beauty sector accounted for 25.4% of total revenue in 2023
- Skincare market in Singapore valued at US$583m in 2023
- Facial care revenue in Singapore reached US$350m with 4.2% CAGR to 2027
- Anti-aging skincare products hold 28% share in Singapore skincare market
Natural ingredients and sustainability are driving Singapore beauty growth online, with skincare, haircare, and anti aging leading in 2023.
Related reading
01 · Category
Consumer Behavior19 stats
01
68% of Singaporean women aged 25-34 purchase beauty products monthly
02
45% of Singapore consumers prefer natural/organic beauty ingredients
03
Online beauty shopping penetration in Singapore reached 62% in 2023
04
52% of Gen Z in Singapore prioritize sustainability in beauty purchases
05
Average spend on beauty products per Singapore woman is S$1,200annually
06
37% of Singapore men use skincare products daily in 2023
07
Influencer marketing drives 28% of beauty product trials among millennials
08
71% of Singapore consumers read reviews before buying beauty items online
09
Preference for K-beauty brands among Singaporeans at 55% in 2023
10
49% of working professionals in Singapore buy premium beauty monthly
11
Trial of new beauty products via samples is popular with 63% of users
12
58% of Singapore beauty buyers influenced by social media ads
13
Loyalty to beauty brands stands at 41% among repeat purchasers
14
76% of parents buy beauty products for teens influenced by trends
15
Subscription beauty boxes have 15% adoption rate in urban Singapore
16
64% prefer cruelty-free beauty certifications in purchases
17
Nighttime skincare routine followed by 82% of women over 30
18
Impulse beauty buys account for 22% of total spends online
19
51% switch brands based on promotions in Singapore beauty market
Interpretation
Consumer Behavior Interpretation
Consumer behavior in Singapore is shifting online and values-led, with 62% shopping beauty online in 2023 and 52% of Gen Z prioritizing sustainability while 45% prefer natural or organic ingredients.
02 · Category
Haircare & Personal Care10 stats
01
Haircare market revenue US$280m in Singapore 2023
02
Shampoo segment dominates with US$120m revenue 42% share
03
Conditioner sales grew 7% to US$85m in 2023
04
Hair styling products market S$90m with 11% CAGR forecast
05
Anti-hair loss treatments revenue US$45m in 2023
06
Hair colorants/dyes up 16% sales to S$65m humid climate impact
07
Dry shampoo adoption 35% among working women
08
Scalp care products emerged with S$30m market 2023
09
Natural haircare brands 22% share growth 2023
10
Hair masks weekly use 48% penetration rate
Interpretation
Haircare & Personal Care Interpretation
In Singapore’s Haircare & Personal Care market, total revenue reached US$280m in 2023, with shampoo leading at US$120m and conditioners growing 7% to US$85m, while the fastest momentum is seen in hair colorants and dyes which rose 16% to S$65m as humid conditions drive demand.
03 · Category
Makeup & Color Cosmetics19 stats
01
Makeup market in Singapore valued at US$320m in 2023
02
Lipstick sales revenue US$85m with 5.1% CAGR projected
03
Foundation and powder market share 22% of makeup segment 2023
04
Nail polish revenue reached US$45m in Singapore 2023
05
Eyeshadow and eyeliner products up 15% YoY sales
06
BB creams popular with 48% of women in daily routine
07
Long-wear foundations sales surged 28% in humid climate
08
Vegan makeup brands grew to 12% market penetration 2023
09
Mascara revenue US$40m in Singapore makeup 2023
10
Cushion compacts imports from Korea S$60m in 2023
11
Matte lip products 55% preference over glossy in 2023 survey
12
Color cosmetics e-sales 29% of total makeup revenue
13
Blush and highlighters market grew 18% to S$35m
14
Setting sprays demand up 25% due to weather
15
Makeup primers hold 15% value share in face makeup
16
Gel eyeliners overtook liquid by 20% in sales 2023
17
Nail care kits sales S$25m with 10% growth
18
Multi-use sticks for cheeks/lips popular with Gen Z 62%
19
Premium makeup average basket S$120per purchase 2023
Interpretation
Makeup & Color Cosmetics Interpretation
Singapore’s Makeup & Color Cosmetics category is showing strong momentum, with the overall makeup market reaching US$320m in 2023 as standout areas like lipstick at US$85m, nail polish at US$45m, and eyeshadow and eyeliner up 15 percent YoY point to sustained growth.
More related reading
04 · Category
Market Size & Growth20 stats
01
Singapore's beauty and personal care market was valued at US$1.35 billion in 2022
02
The beauty market in Singapore is expected to grow at a CAGR of 3.5% from 2023 to 2027, reaching US$1.56 billion
03
Online sales in Singapore's beauty sector accounted for 25.4% of total revenue in 2023
04
Per person revenue in Singapore's beauty market stood at US$223.40in 2023
05
The number of users in Singapore's beauty market is projected to reach 5.9 million by 2027
06
Singapore's cosmetics market revenue reached S$1.2 billion in 2022
07
Beauty market volume in Singapore is forecasted to increase by 2.8% annually through 2028
08
Premium beauty segment in Singapore grew by 12% YoY in 2023
09
Total beauty retail sales in Singapore hit S$1.8 billion in 2023
10
Fragrance segment contributed 15% to Singapore's beauty market revenue in 2022
11
Singapore beauty exports reached US$150 million in 2023
12
Clean beauty market in Singapore valued at S$200 million in 2023
13
K-beauty imports to Singapore surged 25% in 2023 to S$300 million
14
Male grooming market in Singapore projected to hit S$250 million by 2025
15
Luxury beauty sales in Singapore department stores up 8% in 2023
16
Singapore's beauty industry employed over 15,000 people in 2022
17
E-commerce beauty sales grew 18% YoY to S$450 million in 2023
18
Organic beauty products market share reached 10% in Singapore in 2023
19
Post-COVID beauty market recovery hit 105% of pre-pandemic levels in 2023
20
Skincare dominates with 42% of Singapore beauty market revenue in 2023
Interpretation
Market Size & Growth Interpretation
Singapore’s beauty and personal care market is growing steadily, rising from US$1.35 billion in 2022 to a projected US$1.56 billion by 2027 at a 3.5% CAGR, showing meaningful market expansion under the Market Size and Growth category.
05 · Category
Skincare20 stats
01
Skincare market in Singapore valued at US$583m in 2023
02
Facial care revenue in Singapore reached US$350m with 4.2% CAGR to 2027
03
Anti-aging skincare products hold 28% share in Singapore skincare market
04
Hyaluronic acid serums sales up 35% YoY in Singapore 2023
05
Sunscreen usage daily among Singaporeans at 67% due to tropical climate
06
Sheet masks market in Singapore grew to S$80m in 2023
07
Vitamin C products penetration reached 45% in premium skincare segment
08
Retinol night creams sales increased 22% in 2023 Singapore
09
Natural skincare brands captured 18% market share in 2023
10
Eye care products revenue US$75m in Singapore skincare 2023
11
Body lotion segment grew 9% to S$120m in Singapore 2023
12
Korean skincare imports to Singapore hit S$150m in 2023
13
55% of skincare sales from multi-step routines in Singapore
14
Exfoliators and peels market at S$45m with 12% growth 2023
15
Hydrating masks popular with 40% weekly usage rate
16
Premium serums average price S$85in Singapore market 2023
17
Cleanse & tone products 25% of facial care revenue
18
Post-acne treatment skincare up 30% sales in 2023
19
Singapore skincare e-commerce share 32% of total in 2023
20
Moisturizers hold 35% volume share in Singapore skincare
Interpretation
Skincare Interpretation
With Singapore’s skincare market reaching US$583m in 2023 and anti aging products taking a 28% share, demand is clearly shifting toward higher value facial care, reinforced by a 35% YoY jump in hyaluronic acid serum sales and sustained daily sunscreen use at 67%.
report visual · Comparison
Singapore Beauty Shoppers: Reviews, Online Buying & Brand Preferences
Consumers strongly rely on online research and social proof before purchasing, while preferences extend to sustainability and K-beauty.
71% of Singapore consumers read reviews before buying beauty items online71%
Preference for K-beauty brands among Singaporeans at 55% in 2023
55%
52% of Gen Z in Singapore prioritize sustainability in beauty purchases
52%
Online sales in Singapore's beauty sector accounted for 25.4% of total revenue in 2023
25.4%
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Marcus Engström. (2026, February 13). Singapore Beauty Industry Statistics. Gitnux. https://gitnux.org/singapore-beauty-industry-statistics
MLA
Marcus Engström. "Singapore Beauty Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/singapore-beauty-industry-statistics.
Chicago
Marcus Engström. 2026. "Singapore Beauty Industry Statistics." Gitnux. https://gitnux.org/singapore-beauty-industry-statistics.
Sources & references
65 datasets cited across this report · attribution is report-level