This beauty store is under the massive Luxasia group (that brings in almost all the fragrances in Singapore!) and specialises in cult, contemporary beauty brands like Diptyque and BYREDO. Escentials is essentially (see what I did there) the brainchild of Alwyn Chong, who, FUN FACT : I went to school with. (Hi Alwyn! How you doing?)

Questions answered by: People at Escentials

When did the beauty webstore open?

The Escentials e-commerce site officially launched on 1 March 2017

How many beauty brands does the store have?

The e-commerce site has a total of 25 brands currently, but we are working towards having over 1,000 products across 40 brands by the end of the year.

Exclusive beauty brands or items to the webstore?

There are no exclusive beauty brands to the escentials e-commerce site at this point. However, there are plans in the pipeline to introduce new exclusive brands or products to the e-commerce site.

Trends in beauty buying habits from your customers?

Since the launch of our e-commerce site, we have noticed that many of our customers enjoy shopping for home products such as candles and diffusers. The next best-selling category following that would be body care products. Most purchases are often made late at night after 9pm, presumably at home after a day at work!

What will be the next big thing in beauty?

The next big thing in beauty will be customisation of beauty products in stores by the customers themselves. We have noticed that customers increasingly desire products that allow them to express their creativity and define their own style (e.g. With Byredo’s unnamed fragrance; Le Labo’s labelling, etc.). This in turn enhances brand loyalty as the customisation process allows the brand to engage and build deeper relationships with the customer. This is the reason why beauty brands are capitalising on the opportunities to create more avenues for personalisation. Customers are no longer satisfied with a “one size fits all” approach, but rather, they are on the lookout for a more bespoke beauty experience.