Singapore’s beauty influencer landscape has evolved into one of Asia’s most sophisticated and engaged digital ecosystems. With the city-state’s multicultural population, strategic position as a regional beauty hub, and tech-savvy consumers, Singaporean beauty creators have cultivated audiences that span Southeast Asia and beyond. These influencers aren’t just posting makeup tutorials; they’re driving purchasing decisions, launching successful beauty brands, and reshaping how consumers discover and interact with beauty products.

The influence of Singapore’s beauty content creators extends far beyond follower counts. Today’s most successful influencers combine authentic storytelling with data-backed recommendations, creating content that resonates across Instagram, TikTok, YouTube, and increasingly, platforms like Xiaohongshu (Little Red Book). For brands seeking to penetrate the Singapore and regional markets, partnering with the right beauty influencers can accelerate brand awareness, drive conversions, and build lasting customer relationships.

This comprehensive guide showcases twenty of Singapore’s most impactful beauty influencers across various categories, from skincare specialists and makeup artists to lifestyle creators and emerging micro-influencers. We’ve analyzed engagement rates, content quality, audience demographics, and brand collaboration success to identify creators who deliver measurable results for beauty brands. Whether you’re a multinational cosmetics company or an emerging skincare startup, understanding Singapore’s beauty influencer ecosystem is essential for effective digital marketing in the region.

How We Selected Singapore’s Top Beauty Influencers

Identifying truly influential beauty creators requires looking beyond vanity metrics. At Hashmeta’s influencer marketing practice, we employ a data-driven methodology that evaluates multiple performance indicators to ensure brands partner with creators who deliver authentic engagement and measurable ROI. Our selection process for this list incorporated several critical factors that distinguish genuine influence from inflated follower counts.

Engagement rate served as our primary metric, measuring how actively audiences interact with content through likes, comments, shares, and saves. In Singapore’s competitive beauty space, top-tier influencers typically maintain engagement rates between 3-8% for macro-influencers and 8-15% for micro-influencers. We also assessed content consistency and quality, evaluating posting frequency, production value, and the depth of beauty knowledge demonstrated. Additionally, we considered audience authenticity, using advanced analytics to identify creators with genuine, engaged followers rather than purchased or bot audiences.

Brand collaboration history provided crucial insights into an influencer’s professionalism and campaign effectiveness. We examined past partnerships, campaign creativity, and disclosed brand relationships to gauge reliability. Finally, we evaluated niche expertise and audience demographics, ensuring our selection represents diverse beauty categories and reaches varied consumer segments. This comprehensive approach, powered by tools like our AI Influencer Discovery platform, ensures the influencers featured deliver genuine value to both audiences and brand partners.

Skincare Specialists Leading the Clean Beauty Movement

1. Christabel Chua (@bellywellyjelly)

With over 260,000 Instagram followers, Christabel Chua stands as one of Singapore’s most trusted skincare voices. Her science-backed approach to skincare education has made her particularly influential among millennials seeking evidence-based product recommendations. Christabel’s content blends detailed ingredient analysis with accessible explanations, demystifying complex skincare concepts for everyday consumers. Her honest product reviews and willingness to critique even popular brands have earned her exceptional audience trust.

Beyond social media, Christabel co-founded The Skin Inc., demonstrating her deep commitment to the skincare industry. Her collaborations span Korean beauty brands, Japanese skincare giants, and emerging clean beauty startups. Brands working with Christabel benefit from her credibility in the skincare science community and her ability to drive informed purchasing decisions among educated consumers.

2. Joanna Ee (@joannaeee_)

Joanna Ee has carved out a unique position as Singapore’s go-to creator for sensitive skin solutions and Korean skincare expertise. With approximately 180,000 followers across platforms, she appeals particularly to consumers dealing with skin concerns like rosacea, eczema, and acne. Her content focuses on gentle, effective skincare routines that prioritize skin barrier health over aggressive treatments.

What sets Joanna apart is her meticulous documentation of skincare journeys, often tracking products over months to provide authentic long-term reviews. Her collaborations with K-beauty brands have been particularly successful, as her audience actively seeks her recommendations for emerging Korean skincare products entering the Singapore market.

3. Sarah Lai (@sarahlyt)

Sarah Lai brings a medical perspective to beauty content as a practicing aesthetic doctor and skincare educator. Her approximately 95,000 Instagram followers value her professional insights into both cosmetic procedures and at-home skincare regimens. Sarah’s content bridges the gap between clinical treatments and daily skincare, helping audiences understand how different approaches complement each other.

Her collaborations often involve high-end skincare brands and aesthetic clinics, and her medical credentials lend exceptional credibility to product endorsements. For brands in the premium skincare or aesthetic medicine space, Sarah’s influence extends to an affluent, beauty-invested demographic willing to invest in quality products and treatments.

4. Priscilla Tan (@priscillatann)

Priscilla Tan’s approach to skincare emphasizes accessibility and relatability, making her particularly influential among younger consumers and skincare beginners. With around 75,000 followers, she focuses on affordable yet effective skincare solutions, often mixing drugstore products with higher-end options. Her content style is warm and conversational, creating a sense of community rather than one-way broadcasting.

Priscilla’s strength lies in her ability to make skincare approachable and fun without sacrificing educational value. She regularly engages with followers’ questions, creating highly personalized content that addresses real concerns. Brands seeking authentic connections with younger demographics find exceptional value in Priscilla’s collaborative approach and genuine enthusiasm for discovering effective products.

Makeup Artists and Transformation Experts

5. Keiyen Choo (@chookeiyen)

Keiyen Choo represents Singapore’s elite tier of professional makeup artists with a substantial following exceeding 150,000. Her portfolio spans bridal makeup, editorial work, and celebrity clients, establishing her as a go-to authority for high-quality makeup artistry. Keiyen’s Instagram showcases stunning transformation content that highlights her technical expertise while remaining aspirational yet achievable for everyday consumers.

What distinguishes Keiyen is her ability to translate professional techniques into tutorials that home users can replicate. Her product recommendations carry significant weight because followers trust her professional judgment and extensive product testing experience. Collaborations with Keiyen work particularly well for premium makeup brands, bridal beauty products, and tools targeting serious makeup enthusiasts.

6. Vivy Yusof (@vivyyusof)

Though primarily known as a successful entrepreneur behind fashion brand FashionValet and beauty line dUCk Cosmetics, Vivy Yusof’s influence in the beauty space extends across Southeast Asia with over 2 million followers. Her Singapore audience particularly values her makeup content that celebrates diversity and caters to Southeast Asian skin tones often underserved by Western beauty brands.

Vivy’s entrepreneurial success adds authenticity to her beauty content, as followers recognize her genuine passion for creating inclusive beauty products. Her collaborations work best when brands align with her values of inclusivity, empowerment, and quality. The engagement her beauty content generates demonstrates the power of founder-influencers who personally use and believe in the products they promote.

7. Mongchin Yeoh (@mongabong)

Mongchin Yeoh brings creative artistry to Singapore’s beauty influencer landscape with her bold, experimental makeup looks. Her approximately 110,000 followers appreciate her willingness to push boundaries with colorful, editorial-style makeup while also providing wearable everyday looks. This versatility makes her content appealing to both makeup artists seeking inspiration and everyday consumers looking for practical tutorials.

Mongchin’s collaborations often highlight product versatility, showing how single items can be used creatively across different looks. Her content performs exceptionally well on visually-driven platforms, making her ideal for brands seeking Instagram and TikTok visibility. Her creative approach also resonates with younger, trend-forward consumers who view makeup as artistic expression rather than merely enhancement.

8. Elaine Kong (@cocoacrayon)

Elaine Kong specializes in natural, everyday makeup that enhances rather than transforms, appealing to Singapore’s professional women seeking polished yet approachable beauty routines. With around 68,000 followers, she focuses on efficient makeup application perfect for busy lifestyles, often creating “5-minute face” tutorials and work-appropriate looks.

Her content philosophy centers on makeup as self-care rather than obligation, creating positive associations that resonate with her audience. Elaine’s collaborations work particularly well for multitasking beauty products, long-wearing formulas, and brands targeting working professionals. Her honest approach to discussing what works for her specific skin type and coloring helps followers make informed decisions about whether products suit their needs.

Lifestyle Beauty Influencers

9. Wendy Cheng (@xiaxue)

Xiaxue remains one of Singapore’s most recognized digital personalities, with a career spanning nearly two decades and a following exceeding 600,000 across platforms. While her content encompasses lifestyle, parenting, and social commentary, her beauty content generates exceptional engagement due to her unfiltered honesty and willingness to discuss cosmetic procedures alongside product reviews.

What makes Xiaxue particularly valuable for certain brands is her established credibility and audience loyalty. Her followers trust her opinions precisely because she’s willing to criticize products that don’t perform, making her endorsements carry significant weight. However, brands should carefully consider alignment with her often controversial persona. When the fit is right, her influence in driving product trials and brand awareness is substantial.

10. Stephanie Koh (@stephaniekohh)

Stephanie Koh blends fashion, travel, and beauty content for her approximately 125,000 followers, creating an aspirational lifestyle brand that positions beauty as integral to overall wellness and self-presentation. Her beauty content often focuses on travel-friendly products, long-wearing formulas, and versatile items that transition from day to evening.

Stephanie’s aesthetic is polished and luxurious, attracting an audience interested in premium beauty and lifestyle products. Her collaborations work particularly well for brands seeking to position products within a broader lifestyle context rather than purely functional beauty. The storytelling in her content creates emotional connections between products and experiences, driving aspirational purchasing behavior.

11. Melissa Koh (@mongchinkhoo)

Melissa Koh has built a devoted following of approximately 89,000 by sharing her journey through motherhood while maintaining her passion for beauty and self-care. Her content resonates particularly with millennial mothers seeking to balance parenting demands with personal care routines. Melissa’s beauty content focuses on efficiency, multitasking products, and maintaining confidence through various life stages.

What sets Melissa apart is her authentic discussion of how beauty routines evolve with life changes, from pregnancy skin concerns to quick makeup routines with young children. Brands targeting mothers or promoting products that solve time-constraint challenges find exceptional resonance with Melissa’s audience. Her community is highly engaged, frequently seeking her recommendations for products that deliver results without requiring extensive time investment.

12. Sylvia Chan (@sylsylnoc)

As co-founder of Night Owl Cinematics, Sylvia Chan leverages her production expertise to create exceptionally high-quality beauty content. Her approximately 400,000 followers appreciate the entertainment value of her content alongside genuine product insights. Sylvia’s background in content creation means her collaborations often result in creative, shareable content that extends reach beyond her immediate followers.

Her influence is particularly strong among younger consumers who value entertaining, fast-paced content with authentic personality. Brands working with Sylvia benefit from her creative vision and production capabilities, often resulting in campaign content that performs well organically and can be repurposed across marketing channels. Her collaborations work best when brands allow creative freedom to develop concepts that feel authentic to her content style.

Rising Stars and Micro-Influencers

13. Rachel Wong (@rachspeed)

Rachel Wong represents the growing influence of micro-influencers in Singapore’s beauty space. With approximately 42,000 highly engaged followers, she demonstrates that smaller audiences often deliver superior engagement rates and conversion metrics. Rachel’s content focuses on affordable beauty discoveries, honest reviews, and skincare for combination skin, creating a niche that resonates deeply with budget-conscious millennials.

The intimacy of Rachel’s community creates trust levels that larger influencers sometimes struggle to maintain. Her followers view her as a friend sharing discoveries rather than a distant celebrity endorsing products. For emerging brands or those seeking cost-effective influencer partnerships, micro-influencers like Rachel often deliver better ROI than macro-influencers. Working with Rachel through platforms like Hashmeta’s influencer marketing services can help brands access these highly engaged niche audiences.

14. Clarice Lim (@clarice.hc)

Clarice Lim has rapidly grown her following to approximately 55,000 by focusing on clean beauty, sustainability, and ethical consumption. Her audience represents the growing segment of conscious consumers who prioritize ingredient transparency, environmental impact, and brand values alongside product efficacy. Clarice’s content educates followers about reading ingredient lists, identifying greenwashing, and making informed purchasing decisions.

For brands genuinely committed to sustainability and clean formulations, Clarice’s endorsement carries exceptional weight. Her audience is willing to invest in higher-priced products when they align with their values, making her collaborations particularly valuable for premium clean beauty brands. However, her scrutiny of brand claims means partnerships require authentic alignment rather than superficial green marketing.

15. Eunice Annabel (@euniceannabel)

Eunice Annabel’s approximately 38,000 followers appreciate her relatable approach to beauty experimentation. She positions herself as learning alongside her audience rather than as an expert dispensing advice, creating a collaborative community atmosphere. Her content often features product testing, first impressions, and honest follow-ups about whether initial excitement translated to continued use.

This authentic testing approach makes Eunice’s positive reviews particularly credible, as followers have watched her thoroughly evaluate products over time. Her collaborations work best with brands confident in their product quality and willing to allow genuine, unscripted testing periods. The authentic enthusiasm she brings to products she genuinely loves creates infectious excitement that drives trials among her engaged community.

16. Cheryl Toh (@cheryltoe)

Cheryl Toh focuses on beauty content tailored specifically for Asian skin tones and features, addressing the unique needs often overlooked by Western-centric beauty content. Her approximately 47,000 followers value her expertise in selecting shades that complement Asian complexions and her knowledge of Asian beauty brands that understand regional preferences.

Cheryl’s influence is particularly strong for color cosmetics, as she provides detailed swatches and comparisons that help followers determine whether shades will work for their skin tones. Brands entering the Singapore market or developing shade ranges for Asian consumers benefit tremendously from Cheryl’s detailed feedback and her audience’s trust in her color recommendations.

Male Beauty Influencers Breaking Barriers

17. Hariz Paracha (@hariz.paracha)

Hariz Paracha represents the growing male beauty influencer movement in Singapore, with approximately 32,000 followers who appreciate his approachable take on men’s grooming and skincare. While male beauty influencers remain underrepresented compared to their female counterparts, Hariz’s influence in normalizing skincare and grooming among Singaporean men is significant. His content demystifies beauty routines for men, focusing on practical, results-driven products without gendered marketing language.

Hariz’s collaborations work particularly well for brands seeking to expand into the men’s grooming market or position existing products as gender-neutral. His audience represents an underserved demographic actively seeking guidance but often intimidated by traditional beauty spaces. The educational, judgment-free approach of his content creates a safe entry point for men beginning their skincare journeys.

18. Benjamin Kheng (@benjaminkheng)

While primarily known as a musician and entertainer, Benjamin Kheng’s approximately 300,000 followers also engage enthusiastically with his grooming and style content. His influence demonstrates how celebrity crossover into beauty content can normalize male participation in beauty conversations. Benjamin’s approach is casual and humorous, making grooming accessible without the earnestness that can feel intimidating to beauty newcomers.

Brands seeking to reach younger male demographics or position grooming as integral to modern masculinity find value in Benjamin’s broad appeal and positive cultural influence. His collaborations work best when they feel authentic to his lifestyle and personality rather than forced product placements. The reach and awareness generated through his platform can introduce beauty brands to male consumers who might not actively follow dedicated beauty content.

Beauty Tech and Innovation Advocates

19. Valerie Lim (@valerielimym)

Valerie Lim has positioned herself at the intersection of beauty and technology, creating content about beauty devices, app-based skin analysis, and tech-enhanced cosmetics for her approximately 51,000 followers. As Singapore’s beauty industry increasingly embraces technology, Valerie’s expertise in evaluating and explaining these innovations makes her particularly influential among tech-savvy beauty consumers.

Her content goes beyond simple product promotion to genuinely educate audiences about how technology enhances beauty routines and whether investments in beauty devices deliver measurable results. Brands developing beauty tech, smart skincare devices, or app-integrated products find Valerie’s audience perfectly aligned with their target market. Her analytical approach and willingness to discuss both benefits and limitations create trust that drives informed purchasing decisions.

20. Jamie Chua (@ec24m)

Jamie Chua’s massive following of over 1.2 million positions her among Singapore’s most influential luxury lifestyle voices, with beauty forming a significant content pillar. Her audience spans generations, from younger followers inspired by her glamorous lifestyle to peers interested in age-appropriate luxury beauty solutions. Jamie’s beauty content focuses on premium skincare, aesthetic treatments, and luxury cosmetics, representing aspiration at its highest level.

What makes Jamie particularly influential is her authentic enthusiasm for beauty innovation and willingness to invest in cutting-edge treatments and products. Her collaborations work best for ultra-premium brands, exclusive product launches, and luxury beauty services. While her rates reflect her substantial reach, the brand association with her luxury positioning and the affluent audience she commands deliver value for brands in the premium beauty space.

How to Collaborate with Singapore Beauty Influencers

Successfully partnering with Singapore’s beauty influencers requires strategic planning, authentic relationship building, and clear performance metrics. The influencer marketing landscape has matured significantly, with both creators and brands now expecting professional processes, transparent communication, and measurable outcomes. Understanding best practices for influencer collaboration can mean the difference between campaigns that deliver exceptional ROI and those that fail to move the needle.

Start with clear objectives and KPIs. Before reaching out to influencers, define what success looks like for your campaign. Are you prioritizing brand awareness, driving traffic to your e-commerce site, generating user-generated content, or achieving direct sales conversions? Different objectives require different influencer profiles, content formats, and measurement approaches. An experienced influencer marketing agency can help establish realistic benchmarks based on industry data and campaign objectives.

Prioritize authentic alignment over follower counts. The most successful collaborations occur when influencers genuinely connect with your brand values, product category, and target audience. An influencer with 50,000 highly engaged followers in your exact niche will typically outperform a celebrity with 500,000 followers who rarely discusses beauty. Review potential partners’ content history, audience demographics, engagement patterns, and previous brand collaborations to assess fit. Tools like AI-powered influencer discovery platforms can streamline this research process by analyzing thousands of creators against your specific criteria.

Develop creative briefs that guide but don’t constrain. Influencers have built their audiences by understanding what resonates, so overly prescriptive briefs often result in content that feels inauthentic and underperforms. Provide clear guidelines about key messages, required disclosures, and brand parameters, but allow creative freedom in how influencers present your products. The most engaging content occurs when influencers can integrate products naturally into their existing content style and voice.

Establish transparent compensation and contracts. Professional influencers expect fair compensation that reflects their reach, engagement, content production costs, and deliverables. Compensation models include flat fees, commission-based arrangements, product-only exchanges, or hybrid approaches. Formalize agreements in contracts that specify deliverables, timelines, usage rights, exclusivity terms, and performance expectations. Clear contracts protect both parties and establish professional working relationships that can evolve into long-term partnerships.

Measure performance beyond vanity metrics. While likes and follower counts provide surface-level insights, deeper metrics reveal true campaign impact. Track engagement rates, click-through rates, conversion rates, audience sentiment in comments, and brand lift metrics. Use trackable links, unique discount codes, and platform analytics to connect influencer content directly to business outcomes. This data-driven approach, central to AI-enhanced marketing strategies, enables continuous optimization and demonstrates clear ROI to stakeholders.

Singapore’s diverse beauty influencer ecosystem offers opportunities for brands across all categories, from emerging clean beauty startups to established luxury cosmetics houses. By selecting influencers whose audiences align with your target market, fostering authentic partnerships, and measuring performance rigorously, brands can leverage influencer marketing as a powerful growth channel in Singapore’s competitive beauty market.

Singapore’s beauty influencer landscape represents a sophisticated, engaged ecosystem where authentic voices drive meaningful consumer behavior and shape regional beauty trends. The twenty influencers featured in this guide demonstrate the diversity of Singapore’s digital beauty community, from science-focused skincare educators and professional makeup artists to lifestyle creators and emerging micro-influencers building devoted niche communities.

What unites these successful creators is their commitment to authenticity, consistent value delivery to their audiences, and genuine expertise in their respective beauty niches. For brands seeking to build awareness, drive conversions, or establish credibility in the Singapore market, strategic influencer partnerships offer unparalleled opportunities to connect with highly engaged beauty consumers. The key lies in selecting influencers whose audiences, values, and content style authentically align with your brand positioning.

As Singapore’s beauty market continues evolving with technological innovation, sustainability consciousness, and increasingly sophisticated consumers, influencer marketing will remain central to effective digital strategies. The most successful brands will be those that view influencers as strategic partners rather than mere advertising channels, investing in long-term relationships that deliver mutual value and resonate authentically with target audiences.