Singapore’s home and living influencer scene has quietly become one of the most commercially valuable corners of the island’s digital ecosystem. From BTO renovation journeys documented one reel at a time, to curated condo aesthetics that could pass for design magazine spreads, local creators in the home and lifestyle niche are drawing in highly engaged, purchase-ready audiences that brands across furniture, appliances, cleaning products, and smart home tech are eager to reach.

Yet for marketers and brand managers, the challenge is real: the space is crowded, follower counts are misleading on their own, and picking the wrong partner can mean a campaign that looks beautiful but converts poorly. This guide cuts through the noise. We’ve profiled 20 of the top home and living lifestyle influencers in Singapore — spanning macro names with half-a-million followers to nano creators whose tight-knit communities deliver engagement rates that larger accounts simply can’t match. Whether you’re planning your next influencer campaign or just looking for fresh home inspiration, this is where you start.

Why Home & Living Influencers Matter in Singapore

Singapore’s unique housing landscape — where the majority of residents live in HDB flats and take enormous pride in their interior design choices — makes home and living content resonate on a deeply personal level. A BTO handover or resale renovation is one of the most significant financial and emotional journeys a Singaporean will undertake, and influencers who document those journeys authentically build communities of highly invested, loyal followers. This translates directly into commercial opportunity: followers don’t just admire the aesthetics, they actively ask about the sofa brand, the paint colour, the smart lighting system.

The numbers back this up. Influencer marketing spend in Singapore reached an estimated SGD 285 million in 2025, growing 24% year-on-year, and the average ROI for influencer campaigns has reached 5.8x — with the right partnerships pushing well beyond that. Crucially, 61% of consumers trust influencer recommendations over brand advertising, and customers acquired through influencer campaigns show 28% higher lifetime value compared to those from paid social ads. For home and living brands, where purchase cycles are long and consideration is high, that trust premium is everything.

The shift toward micro and nano creators has been particularly pronounced in this niche. Singaporean audiences in the home and living space follow creators who look like them — couples navigating their first BTO, families squeezing style out of a five-room resale flat, young professionals building a condo aesthetic on a budget. Relatability is currency here, and it’s why a creator with 15,000 followers and a genuine renovation story can outperform a celebrity with 500,000 followers promoting a furniture brand.

How We Selected These Influencers

This list was built using a multi-factor evaluation framework, not just follower counts. We assessed each creator across four core dimensions: engagement quality (the depth and authenticity of audience interactions, not just likes), content consistency (regular posting schedules and evolving creative quality), niche authority (genuine expertise or lived experience in home and living), and brand collaboration track record (transparent disclosure, quality of sponsored content integration, and alignment with relevant categories). Platforms considered include Instagram, TikTok, and Lemon8, reflecting where Singapore’s home content community is most active today.

The result is a curated list across four influencer tiers — macro, mid-tier, micro, and nano — because the right tier for your brand depends on your objective, budget, and target audience. A brand launching a premium furniture line needs a different partner than an FMCG cleaning brand running an always-on awareness campaign. With that context in mind, here are Singapore’s top 20 home and living lifestyle influencers.

Macro Influencers: The Household Names (100K+ Followers)

Macro influencers in Singapore’s home and living space have built their audiences over years of consistent, high-quality content. They offer the broadest reach in the niche and are well-suited for brand awareness campaigns, product launches, and campaigns where visual impact is paramount. Their content is polished, their editorial sensibility is strong, and their audiences have come to trust their recommendations on everything from major renovation decisions to everyday home products.

1. House of Chais (@houseofchais) — 552K Followers

• Platforms: Instagram, TikTok, Facebook
• Aesthetic: Neutral tones, clean lines, functional Scandinavian-meets-modern design
• Best For: Furniture brands, renovation firms, smart home products, lifestyle retailers

Founded by husband-and-wife duo Jade and Anthony, House of Chais started as an Instagram passion project and evolved into a full-service interior design, renovation, and styling studio. With over 552,000 Instagram followers and a rapidly growing TikTok presence, they are comfortably Singapore’s most-followed home-specific influencer account. Their content blends aspirational aesthetics with practical styling advice, making every post feel both achievable and beautiful. They have collaborated with a wide range of home and lifestyle brands, and their audience engagement reflects a genuine community of homeowners seeking trusted guidance.

2. Home Swee Home (@home.swee.home) — 264K Followers

• Platforms: Instagram
• Aesthetic: Warm, practical, family-friendly; heavy on Reels and actionable content
• Best For: Home appliance brands, baby and family product retailers, renovation services

Home Swee Home has built a highly engaged community around a simple promise: real tips from real homeowners. Rather than relying on polished static posts, the bulk of this account’s content is practical, informative Instagram Reels covering renovation costs, product reviews, and home hacks. The account now incorporates family and baby content alongside home living, giving partnering brands access to a valuable dual demographic of homeowners and young parents. Their reputation for honest, experience-based advice makes sponsored product integration feel natural rather than forced.

3. Melissa Koh (@melissakoh_) — 260K+ Followers

• Platforms: Instagram, YouTube
• Aesthetic: Modern farmhouse, elegant, natural light, marble and cream palette
• Best For: Premium home décor, lifestyle and wellness brands, appliance campaigns

Lifestyle influencer Melissa Koh boasts over 260,000 Instagram followers and more than 2.2 million YouTube views, with a home aesthetic that reads like a luxury interiors magazine. Her elegant, modern farmhouse-inspired family home is a constant backdrop to her content, demonstrating how thoughtful lighting, a restrained colour palette, and quality furniture can transform a Singapore home into something truly aspirational. Brands across premium home décor, wellness, and family lifestyle categories consistently find strong results through Melissa’s highly curated and trusted platform.

4. Mongchin Yeoh (@mongabong) — 550K+ Followers

• Platforms: Instagram, YouTube
• Aesthetic: Minimalist, warm-toned, sustainable and quality-conscious
• Best For: Premium furniture, sustainable home brands, conscious lifestyle products

While Mongchin is best known as a fashion and lifestyle influencer, her home — the affectionately nicknamed “mnmhome” — has become a significant draw on her platforms. Defined by tawny-brown fluted panels, curved furniture, and wooden accents, her space reflects a design philosophy centred on quality and intention rather than trend-chasing. Her 550,000+ followers appreciate her minimalist aesthetic and thoughtful approach to consumption, making her an excellent partner for brands emphasising craftsmanship and sustainability in the home category.

5. Jamie Chua (@jamiechua) — 1M+ Followers

• Platforms: Instagram, YouTube
• Aesthetic: Ultra-luxury, aspirational, immaculately styled mansion interiors
• Best For: Luxury furniture and décor brands, high-end appliances, aspirational lifestyle campaigns

One of Singapore’s most prominent socialites and influencers, Jamie Chua’s immaculately furnished mansion is as much a character in her content as she is. With over one million followers, her home serves as a perpetual backdrop for campaigns in the luxury lifestyle, fashion, and premium home décor space. Brands seeking to associate with aspirational living at the very top of the market will find no stronger signal in Singapore’s home influencer landscape.

Mid-Tier Influencers: Engaged & Growing (30K–100K Followers)

Mid-tier home and living influencers in Singapore represent an excellent sweet spot for brands. They have large enough audiences to generate meaningful reach, but their communities remain tight-knit enough to drive genuine engagement and trust. Many of this tier’s creators built their following through a specific, relatable journey — a BTO renovation, a resale flat transformation, a young couple’s first home — giving them deep authority with audiences at exactly the same life stage.

6. Foong Family Flat (@foongfamilyflat) — 94K Followers

• Platforms: Instagram, Website
• Aesthetic: Functional, relatable family living; five-room HDB resale flat
• Best For: Cleaning product brands, family home retailers, renovation services

Ange started Foong Family Flat in 2021 to document her first home journey, and the account has grown into one of Singapore’s most trusted voices in the family home space. Living in a five-room HDB resale flat with her partner and two cats, Ange shares renovation tips, cleaning hacks, renovation regrets, and practical insights that first-time homeowners genuinely value. The account sits at the intersection of home inspiration and functional family living — a powerful combination for brands targeting homeowners in the consideration and post-purchase phases.

7. Bob Mubarak (@bobmubarak)

• Platforms: Instagram
• Aesthetic: Eclectic, bold, maximalist charm with quirky personality
• Best For: Statement furniture brands, colour-forward home décor, creative lifestyle campaigns

Bob Mubarak is one of Singapore’s most recognisable home personalities, having turned his HDB flat into something genuinely viral — a space where eclectic design meets bold colour choices and an unapologetic personal style. His content has a strong storytelling component; the renovation journey, the process of finding the right ID after extensive research, the quirks of HDB living. For brands that want to stand out rather than blend in, Bob’s creative approach and dedicated community offer a distinctive partnership opportunity.

8. The Ochre Home (@theochrehome)

• Platforms: Instagram
• Aesthetic: Artisan, warm earth tones, murals, professionally styled interiors
• Best For: Premium home décor, art and craft brands, paint and materials brands

Homeowners Geraldine and Vincent have turned their 1,580 sq ft Executive HDB flat into one of Singapore’s most striking home Instagram accounts. As interior stylists and artists themselves, The Ochre Home goes far beyond renovation documentation — it captures a full lifestyle aesthetic rooted in warm ochre tones, hand-painted murals, and intentional décor choices. Brands in the premium home, art, and design space will find a genuinely sophisticated audience here, one that values craft and beauty in equal measure.

9. Hello Homebodies (@hellohomebodies)

• Platforms: Instagram
• Aesthetic: Cosy, hygge-inspired, warm lighting, relaxed living
• Best For: Comfort brands, bedding and linen, candles and wellness, small home appliances

Run by couple Ruby and Kenny, Hello Homebodies has cultivated a warm community around the simple pleasure of being at home. Their feed is anchored in cosy corners, soft lighting, and a hygge-inspired aesthetic that makes followers want to slow down and savour their own spaces. This is particularly powerful for brands in the comfort, relaxation, and everyday home category — the audience isn’t just inspired, they’re in the exact mindset to purchase items that make home life more enjoyable.

10. Our Fookin House (@ourfookinhouse)

• Platforms: Instagram
• Aesthetic: Playful, personality-driven, beautifully styled with a sense of humour
• Best For: Lifestyle-forward home brands, brands seeking younger adult homeowners

Our Fookin House brings something genuinely rare to Singapore’s home influencer space: a great sense of humour. The account pairs beautifully styled interiors with witty captions and a refreshingly self-aware personality, making home content feel fun rather than aspirationally intimidating. For brands that want to reach millennial and younger homeowners who care about their spaces but don’t take themselves too seriously, this account hits a tone that many competitors in the niche simply cannot match.

11. One Rice Please (@onericeplease) — 70K Followers

• Platforms: Instagram, TikTok
• Aesthetic: Ultra-minimal, monochrome, almost architectural in its precision
• Best For: Premium furniture, smart home technology, modern appliance brands

Natasha and Erwin of One Rice Please have become one of Singapore’s most-talked-about home accounts thanks to a home aesthetic that draws comparisons to an Apple Store — pristine, deliberate, and visually striking. Their content spans both Instagram and TikTok, with home tours attracting significant organic attention and shares. Brands in the premium tech, smart home, and minimalist furniture space will find a highly aligned and visually sophisticated audience here.

Micro Influencers: Niche Authority (10K–30K Followers)

Micro influencers are where the home and living niche arguably delivers the strongest value per marketing dollar. In Singapore, nano and micro influencers in this category post 6–10% engagement rates, compared to the 1–3% typical of larger accounts. Their communities are built on genuine shared experience — homeowners following homeowners, learning from people who faced the exact same BTO ballot or resale process they did. For FMCG home brands, renovation services, and lifestyle products targeting specific household demographics, micro influencers offer precision that broader campaigns simply cannot achieve.

12. HomeTruLee (@hometrulee) — 13K Followers

• Platforms: Instagram
• Aesthetic: Warm, off-white tones, minimalist but approachable, affordable styling
• Best For: Budget-friendly home brands, IKEA-adjacent product campaigns, accessible décor retailers

HomeTruLee has built a dedicated following among budget-conscious homeowners looking to achieve a polished, minimalist look without premium price tags. The account showcases well-coordinated wooden furniture and off-white palettes that feel elevated while remaining entirely achievable for the average Singapore HDB owner. This aspirational-yet-accessible positioning makes HomeTruLee an ideal partner for brands like IKEA, local furniture retailers, and home décor labels targeting first-time homeowners who are design-conscious but cost-aware.

13. Our Slow House (@ourslowhouse)

• Platforms: Instagram
• Aesthetic: Eclectic, lived-in, natural materials, earthy and intentional clutter
• Best For: Sustainable home brands, artisan décor, plants and botanical products

Slow living as a lifestyle movement has found a natural home in Singapore’s influencer space, and @ourslowhouse is one of its most authentic local expressions. This account celebrates the beauty of imperfect, lived-in spaces — natural materials, vibrant colours, and cherished objects rather than minimalist uniformity. For brands aligned with sustainability, conscious consumption, and artisanal quality, this community is small but deeply engaged and philosophically aligned with your values.

14. Two Hermits (@twohermits.sg)

• Platforms: Instagram
• Aesthetic: Neutral palette, cosy and artfully framed, lifestyle-meets-home
• Best For: Home textiles, lifestyle product reviews, everyday home brands

Two Hermits brings a calm, artful sensibility to Singapore’s home content space. Their feed is characterised by neutral tones, carefully composed shots, and a lifestyle-forward approach that frames home as an extension of personal identity rather than just a renovation project. The account also features budget-friendly life hacks and savings content alongside the aesthetics, broadening their audience beyond purely home-focused followers to include practical, financially savvy young adults — a valuable demographic for everyday home lifestyle brands.

15. Gohthoohome (@gohthoohome)

• Platforms: Instagram
• Aesthetic: Detail-oriented, renovation documentation, floor plans and process
• Best For: Renovation contractors, interior design firms, home technology brands

For brands targeting Singaporeans at the very start of the homeownership journey, @gohthoohome is a standout choice. This account is known for its exceptional attention to detail in walking followers through the renovation process — including sharing finalised floor plans, contractor comparisons, and behind-the-scenes renovation footage. The audience is largely BTO and resale flat buyers in the active renovation phase, representing a highly purchase-ready demographic for renovation-adjacent products and services.

16. Graceful Living (@graceful.living) — 48K Followers

• Platforms: Instagram
• Aesthetic: Minimalist, eco-conscious, mindful and sustainable home practices
• Best For: Eco-friendly home products, sustainable brands, wellness and home goods crossovers

Grace shares minimalist living tips, sustainable household practices, and mindful consumption habits that resonate deeply with environmentally conscious Singapore homeowners. Her audience is known for actively seeking out product recommendations, particularly for eco-friendly alternatives to conventional home products. With a strong 6.2% engagement rate and a highly intentional community, Graceful Living is the natural partner for brands in the sustainable home, wellness, and eco-lifestyle space.

Nano Influencers: Hyper-Local & Highly Trusted (Under 10K Followers)

Nano influencers occupy a unique position in Singapore’s home and living ecosystem. Their follower counts are modest, but their engagement rates — often 6–10% or higher — and the level of trust their communities place in their recommendations are unmatched. These creators are often in the thick of their first homeownership journey in real time, making their content feel like a conversation rather than a broadcast. For brands running always-on programmes, gifting campaigns, or community-building initiatives, nano influencers offer extraordinary authenticity at accessible price points.

17. Our Home Story Singapore

• Platforms: Instagram
• Aesthetic: Warm, personal, authentic BTO or resale flat documentation
• Best For: First-home product bundles, renovation gifting campaigns, home essentials brands

Accounts like this archetype — couples documenting their first home journey from BTO ballot to move-in day — are the heartbeat of Singapore’s home nano-influencer community. The audience is enormously invested because they’re on the same journey, and product mentions feel like a friend’s recommendation rather than advertising. For brands launching gifting programmes or looking to build authentic UGC content libraries, partnering with a selection of these creators delivers content quality and credibility that even macro campaigns struggle to replicate.

18. SG Plant Parents

• Platforms: Instagram, TikTok
• Aesthetic: Biophilic interiors, plant-filled spaces, indoor gardening meets home design
• Best For: Plant and nursery brands, botanical décor retailers, indoor gardening products

The intersection of indoor plants and home styling has become a thriving content niche in Singapore, driven by a growing urban interest in biophilic living. Nano influencers in this space combine plant care content with interior design inspiration, and their audiences are among the most engaged on Instagram’s home-adjacent content spectrum. Brands in the plant, botanical, or natural home product space will find that this audience actively seeks product recommendations and is highly responsive to authentic community-style endorsements.

19. SG Condo Life

• Platforms: Instagram, TikTok
• Aesthetic: Contemporary, urban, condo-focused living tips and décor
• Best For: Premium home accessories, smart home brands, urban lifestyle products

Condo-focused content creators occupy a distinct sub-niche within Singapore’s home influencer space, speaking to a different demographic from HDB-focused accounts. Their audience skews slightly older, higher-income, and more interested in premium products and smart home technology. Content themes revolve around maximising condo living — space utilisation, premium appliance reviews, and the lifestyle dimensions of condominium ownership in Singapore. For brands with a premium positioning, this audience is highly aligned and commercially attractive.

20. The Reno Diaries SG

• Platforms: Instagram, TikTok
• Aesthetic: Raw, behind-the-scenes renovation documentation, process-first storytelling
• Best For: Renovation material brands, paint manufacturers, flooring and carpentry products

Renovation diaries accounts document the messy, stressful, and ultimately rewarding process of transforming a Singapore flat — and they attract an audience in exactly the right purchase mindset for renovation-related products. These creators tend to share material comparisons, contractor recommendations, and before-and-after transformations that generate enormous organic engagement. For brands at the intersection of construction materials, home finishing, and interior product categories, this type of nano-influencer partnership can drive remarkably direct purchase intent.

How to Collaborate with Home & Living Influencers in Singapore

Identifying the right influencer is only half the equation. The brands that consistently generate strong ROI from Singapore’s home and living influencer space are those that approach partnerships with clarity, respect for creator autonomy, and a framework for measuring what actually matters. Here’s what the most effective campaigns have in common.

Match the Tier to the Objective

Brand awareness campaigns benefit from the broad reach of macro influencers like House of Chais or Home Swee Home. Consideration campaigns — where you want audiences to research, compare, and actively consider your product — perform better with mid-tier and micro influencers whose communities actively seek recommendations. Conversion campaigns, especially for products with a direct purchasing decision (a new vacuum, a specific type of flooring, a smart home device), often see the best results from nano influencers whose followers trust their every recommendation implicitly. A blended tier approach, often called an influencer pyramid, delivers across the full purchase funnel simultaneously and is the strategy increasingly favoured by Singapore’s most sophisticated home brands.

Prioritise Relevance Over Reach

The most common mistake brands make in Singapore’s home influencer space is selecting partners based on follower counts rather than audience alignment. A home décor brand partnering with a lifestyle macro-influencer who posts primarily about travel and fashion will reach a large audience with minimal relevance. The same budget invested in three or four home-specific micro-influencers with deeply aligned audiences will generate significantly higher engagement, more authentic content, and better conversion outcomes. Relevance and trust are the metrics that drive purchase decisions, not raw reach.

Give Creators Creative Freedom

Home and living content is perhaps the category where creative authenticity matters most. Followers of Singapore home accounts have developed a finely tuned radar for sponsored content that feels out of place — a product that doesn’t match the aesthetic, a caption that sounds like an ad brief rather than a personal recommendation. The most effective brand partnerships in this space provide clear objectives and key messages, then step back and let the creator integrate the product into their genuine home context. The result is content that performs organically, generates saves and shares, and builds long-term brand association.

Use the Right Tools to Discover and Vet Partners

Singapore’s home influencer landscape changes quickly — new accounts rise rapidly off the back of a viral renovation reel, others plateau as their homeownership journey concludes. Manually tracking the space is time-intensive and prone to missing emerging creators. AI-powered influencer discovery platforms can significantly accelerate the process of identifying creators whose audience demographics, engagement quality, and niche relevance align with your brand’s specific requirements — filtering not just by follower count but by the qualitative signals that actually predict campaign performance.

Measure What Matters

For home and living campaigns, the most meaningful metrics extend beyond likes and views. Saves are particularly valuable in this niche — a saved post signals genuine purchase intent, where a follower is bookmarking a product for future reference. Story link clicks and UTM-tracked website visits directly measure traffic generation. Comment quality — whether followers are asking specific product questions, tagging friends, or sharing their own home plans — indicates the depth of influence a creator wields. Brands that build these measurement frameworks into their campaign briefs from the start are consistently better positioned to optimise spend and demonstrate ROI to stakeholders.

Final Thoughts

Singapore’s home and living influencer landscape is richer, more diverse, and more commercially potent than many brands realise. From macro names like House of Chais — whose 552,000-strong community spans design enthusiasts and renovation planners — to nano creators documenting their BTO journey in real time, there is a creator at every tier and aesthetic capable of authentically representing your brand to exactly the right audience.

The key insight from analysing this space is that scale and authenticity are not the same thing, and in Singapore’s home and living niche, authenticity wins. Micro and nano influencers with highly engaged, niche-specific audiences consistently outperform broader lifestyle names when the product has a genuine fit with the creator’s home content. The brands that understand this — and build tiered, relevance-first influencer strategies rather than chasing follower counts — are the ones generating 5x and 6x ROI on their influencer investment in this market.

Whether you’re a home décor brand, a smart home technology company, a renovation services provider, or a lifestyle retailer targeting Singapore’s homeowner demographic, the 20 creators profiled here represent the best starting point in the market today. The next step is building the right strategy to work with them — and that’s where partnering with specialists who combine influencer expertise, performance marketing discipline, and local market knowledge makes all the difference.