Singapore’s beauty influencer landscape has evolved into one of Asia’s most sophisticated and influential markets. With a tech-savvy population, exceptional engagement rates, and a strategic position bridging East and West beauty trends, Singaporean beauty creators wield remarkable influence far beyond the island nation’s borders.

The local beauty influencer ecosystem has matured significantly, moving from simple product reviews to comprehensive content strategies encompassing skincare education, makeup artistry, wellness integration, and authentic storytelling. These creators don’t just showcase products; they shape purchasing decisions, launch trends, and build communities of highly engaged beauty enthusiasts.

For brands navigating this dynamic landscape, partnering with the right beauty influencers can mean the difference between a campaign that resonates and one that falls flat. This comprehensive guide introduces you to Singapore’s top 25 beauty influencers across different tiers, offering insights into their specializations, audience demographics, and what makes each creator uniquely valuable for brand collaborations.

Why Singapore Beauty Influencers Matter in 2026

Singapore has emerged as a critical hub for beauty marketing in Southeast Asia, and its influencers reflect the market’s unique advantages. The city-state boasts exceptional digital penetration rates exceeding 92%, with consumers who are both discerning and eager to discover new beauty innovations. Singaporean beauty enthusiasts typically invest significantly in skincare and cosmetics, creating an audience that genuinely values expert recommendations.

What sets Singapore’s beauty influencers apart is their multicultural perspective. They seamlessly blend K-beauty innovations, J-beauty philosophies, Western makeup techniques, and local tropical skincare wisdom. This cross-cultural fluency makes them particularly valuable for international brands seeking authentic entry into Asian markets or Asian brands expanding westward.

The market’s sophistication also means that influencers here maintain higher content quality standards. Audiences expect thorough ingredient analyses, honest before-and-after documentation, and genuine transparency about sponsored content. This authenticity translates to stronger engagement rates and more meaningful conversions for brand partners.

How We Selected These Beauty Influencers

Our selection process drew on comprehensive data analysis and industry expertise from Hashmeta’s Influencer Marketing Agency team. We evaluated creators across multiple dimensions to ensure this list represents genuine influence rather than vanity metrics alone.

Key Selection Criteria

• Engagement Quality: We prioritized authentic interaction rates over follower counts, analyzing comment depth, sharing behavior, and community responsiveness
• Content Consistency: Regular posting schedules and maintained quality standards demonstrated professional commitment
• Audience Demographics: Verified follower authenticity and alignment with Singapore’s beauty consumer base
• Brand Partnership History: Track record of successful collaborations and professional conduct
• Niche Expertise: Clear specialization in beauty categories from skincare to makeup to wellness beauty
• Platform Presence: Strong performance across Instagram, TikTok, YouTube, and emerging platforms like Xiaohongshu (Little Red Book)

Using advanced AI Influencer Discovery tools, we analyzed performance metrics, audience sentiment, and content effectiveness to identify creators who consistently deliver value to both their communities and brand partners.

Mega Beauty Influencers (500K+ Followers)

These top-tier influencers command massive audiences and can generate significant brand awareness through single campaigns. Their reach extends across Southeast Asia, making them ideal for major product launches and large-scale brand positioning initiatives.

1. Mongabong (Christabel Chua)

With over 600K Instagram followers and a thriving YouTube channel, Mongabong represents Singapore’s beauty influencer royalty. Her content spans makeup tutorials, skincare routines, and lifestyle vlogs with a relatable, down-to-earth approach. Christabel excels at creating honest, detailed reviews that resonate with working professionals seeking effective beauty solutions. Her tutorials frequently go viral across Southeast Asia, and her product recommendations consistently drive sellouts.

2. Xiaxue (Wendy Cheng)

A veteran in Singapore’s influencer space, Xiaxue maintains remarkable influence with over 600K Instagram followers. Known for her unfiltered opinions and controversial honesty, she brings authenticity that cuts through typical influencer marketing noise. Her beauty content focuses on treatments, procedures, and luxury products, appealing to audiences interested in premium beauty solutions. Brands partnering with Xiaxue benefit from her strong personality and loyal following.

3. Rachell Tan (Rachtotheboxy)

Rachell has built a beauty empire with over 550K followers through her signature aesthetic tutorials and product curation. Her strength lies in creating aspirational yet achievable looks, with particular expertise in eye makeup and Asian beauty techniques. She’s successfully bridged traditional social media and emerging platforms, maintaining strong presence on both Instagram and TikTok with consistently high engagement rates.

4. Joanna Loke

Joanna combines beauty expertise with lifestyle content, attracting over 500K followers who appreciate her holistic approach to wellness and aesthetics. Her content seamlessly integrates skincare, nutrition, fitness, and makeup, reflecting the growing trend toward comprehensive beauty-wellness integration. Her audience skews slightly older and more affluent, making her ideal for premium beauty brands.

Macro Beauty Influencers (100K-500K Followers)

Macro influencers offer an attractive balance between reach and engagement. They maintain more personal connections with audiences while still delivering substantial visibility, often providing better ROI than mega-influencers for many brand campaigns.

5. Sonia Chew

The television personality and actress has cultivated a strong beauty following of approximately 450K on Instagram. Sonia’s content focuses on age-defying skincare, professional makeup techniques, and luxury beauty products. Her credibility comes from her on-screen experience and genuine passion for skincare science, making her recommendations particularly influential among the 30-45 demographic.

6. Dawn Tan

Dawn brings creative makeup artistry to her 350K+ followers, specializing in editorial looks, color theory, and innovative techniques. Her content appeals to beauty enthusiasts seeking to elevate their skills beyond basics. She’s particularly effective for brands launching bold, creative, or artistic product lines, and her tutorials frequently trend on both Instagram Reels and TikTok.

7. Carrie Wong

Actress Carrie Wong leverages her entertainment industry background to create polished beauty content for her 400K+ followers. She excels at demonstrating how to achieve camera-ready looks in everyday life, with particular strength in foundation matching, contouring, and long-wear makeup. Her audience trusts her product recommendations due to her professional makeup experience on set.

8. Melissa Koh

Melissa has built her 280K-strong community around skincare education and ingredient consciousness. Her content dives deep into formulations, pH levels, and skin science, appealing to the growing segment of informed beauty consumers. She’s become a go-to voice for K-beauty and J-beauty products in Singapore, with particularly strong influence over skincare purchasing decisions.

9. Sheila Sim

Model and actress Sheila Sim brings professional beauty insights to her 320K followers. Her content balances red carpet glamour with practical everyday beauty, showing followers how to adapt high-fashion looks for real life. Her pregnancy and postpartum beauty content has also resonated strongly with millennial mothers seeking to maintain their beauty routines.

10. Janine Chang

Janine’s aesthetic focuses on natural, minimalist beauty, attracting over 250K followers who appreciate her “less is more” philosophy. She specializes in skincare-first approaches, dewy makeup looks, and sustainable beauty choices. Her audience is highly engaged and tends toward educated, environmentally conscious consumers, making her valuable for clean and sustainable beauty brands.

11. Cindy Kimberly (International with Strong SG Following)

While based internationally, Cindy maintains strong influence in Singapore with frequent visits and collaborations. Her 200K+ Singapore-based followers appreciate her editorial makeup looks and model-off-duty beauty aesthetic. She’s particularly effective for brands seeking to create aspirational, high-fashion beauty campaigns with Asian market appeal.

12. Beverly Tan

Beverly combines beauty content with entrepreneurship insights, building a community of 180K followers interested in both looking good and business success. Her makeup tutorials focus on professional, polished looks suitable for corporate environments, filling a specific niche for working professionals. Her dual focus makes her ideal for premium beauty brands targeting career-oriented women.

Mid-Tier Beauty Influencers (50K-100K Followers)

Mid-tier influencers often deliver the highest engagement rates and most authentic community connections. Their audiences view them as accessible friends rather than distant celebrities, creating powerful word-of-mouth effects for brand partnerships.

13. Shu An Oon

Shu An has cultivated a loyal following of 95K through her honest, no-filter approach to beauty. She tests drugstore and luxury products side-by-side, providing genuine value comparisons that help followers make informed purchasing decisions. Her transparency about sponsored content and willingness to share both successes and failures has built exceptional trust with her community.

14. Nicole Choo

Nicole specializes in Asian eye makeup techniques, addressing the specific needs of monolid and hooded eye shapes. Her 88K followers appreciate her technical expertise and patient teaching style. She’s become the go-to resource for eyeliner, eyeshadow application, and eye-enhancing techniques, making her particularly valuable for eye makeup and tool brands.

15. Kerine Chan

Kerine focuses on tropical skincare solutions, addressing humidity, sun protection, and climate-specific concerns that resonate with Southeast Asian audiences. Her 82K followers trust her recommendations for products that actually work in Singapore’s challenging climate. She’s particularly influential in the SPF, oil-control, and hydration product categories.

16. Arissa Cheo

Arissa brings a youthful, energetic approach to beauty content, connecting with Gen Z audiences through her 78K followers. She excels on TikTok with quick tutorials, trend participation, and relatable beauty struggles. Her content style suits brands targeting younger demographics and those seeking authentic, unpolished presentation styles.

17. Melissa Celestine Koh

A beauty entrepreneur and content creator, Melissa shares both product recommendations and business insights with her 75K followers. Her content explores the intersection of beauty passion and commercial success, appealing to aspiring beauty entrepreneurs. She’s effective for brands seeking to position products within the professional beauty and salon markets.

18. Emily Mei

Emily specializes in cruelty-free and vegan beauty, serving a passionate niche of 70K followers committed to ethical consumption. Her thorough brand research and ingredient analysis provide valuable guidance for conscious consumers. She’s become an essential partner for clean beauty, cruelty-free, and sustainable brands entering the Singapore market.

19. Preetipls (Preeti Nair)

Known primarily for comedy, Preeti has expanded into beauty content that challenges conventional standards and celebrates diversity. Her 65K beauty-focused followers appreciate her inclusive approach to makeup for different skin tones and her advocacy for representation. She’s valuable for brands committed to diversity and willing to take progressive stances.

20. Sylvia Jade

Sylvia focuses on affordable beauty, demonstrating that effective routines don’t require luxury price points. Her 60K followers are budget-conscious millennials and Gen Z consumers seeking maximum value. She excels at drugstore product discovery, dupe identification, and cost-effective routine building, making her ideal for accessible beauty brands.

Rising Beauty Stars to Watch

These emerging influencers show exceptional growth trajectories and engagement rates that often exceed established creators. Early partnerships with rising stars can deliver outstanding ROI and establish long-term brand advocacy relationships.

21. Cheryl Wee

With 55K rapidly growing followers, Cheryl combines beauty tutorials with mental health advocacy, reflecting the wellness-beauty integration trend. Her vulnerable, authentic content style resonates particularly with younger audiences seeking holistic self-care approaches. Her engagement rates consistently exceed industry averages, indicating a highly connected community.

22. Joanne Soh

Fitness influencer Joanne has successfully expanded into fitness-beauty crossover content, attracting 52K beauty-focused followers interested in workout-proof makeup, athletic skincare, and wellness beauty. Her unique positioning fills a growing niche as fitness and beauty communities increasingly overlap.

23. Nat Ho

Nat brings artistic makeup creativity to her 48K followers with editorial looks, special effects makeup, and boundary-pushing color combinations. Her content appeals to beauty enthusiasts seeking inspiration beyond conventional prettiness. She’s particularly effective for artistic, creative, or avant-garde beauty brands seeking to make bold statements.

24. Rachel Wong

Rachel specializes in mature beauty content, addressing skincare and makeup for aging gracefully. Her 45K followers appreciate representation for the often-overlooked 45+ demographic. She’s becoming increasingly valuable as beauty brands recognize the purchasing power and sophistication of mature consumers.

25. Chloe Ong

Chloe focuses on Xiaohongshu Marketing (Little Red Book) content while maintaining cross-platform presence with 42K Instagram followers. Her bilingual content and understanding of both Chinese and Western beauty preferences make her exceptionally valuable for brands seeking to bridge markets. Her growth trajectory on emerging platforms positions her as a future major influencer.

How to Choose the Right Beauty Influencer for Your Brand

Selecting the right beauty influencer requires more strategic thinking than simply choosing the largest follower count within budget. The most successful campaigns result from thoughtful alignment between brand values, product positioning, and influencer strengths.

Start by clearly defining your campaign objectives. Are you launching a new product and need awareness? Building credibility in a specific beauty category? Driving direct conversions? Different influencers excel at different outcomes. Mega-influencers create broad awareness but may deliver lower engagement rates, while micro and mid-tier creators often generate stronger community trust and purchase intent.

Analyze audience demographics carefully. An influencer’s follower count matters less than follower alignment with your target customer. Examine age ranges, gender splits, geographic concentration, and interest overlaps. Advanced Influencer Marketing Agency platforms can provide deep audience insights that prevent mismatched partnerships.

Critical Evaluation Factors

• Engagement Authenticity: Look beyond rates to comment quality, conversation depth, and genuine interaction patterns
• Content Quality Consistency: Review several months of content to ensure maintained standards rather than isolated excellent posts
• Brand Alignment: Assess whether the influencer’s aesthetic, values, and messaging complement your brand identity
• Past Campaign Performance: Request case studies or references from previous brand partnerships
• Platform Strengths: Match platforms to campaign goals (Instagram for visual storytelling, TikTok for viral potential, YouTube for in-depth reviews)
• Audience Sentiment: Analyze how followers respond to sponsored content versus organic posts

Don’t overlook the importance of professionalism and communication style. Influencers who respond promptly, meet deadlines, understand contracts, and maintain professional boundaries typically deliver better campaign results. The creator’s business maturity often matters as much as their creative capabilities.

Beauty Influencer Campaign Best Practices

Successful beauty influencer campaigns require more than product shipments and hashtag requirements. The most effective partnerships treat influencers as creative collaborators rather than advertising channels, resulting in authentic content that resonates with audiences.

Begin with clear briefs that communicate campaign goals, key messages, and mandatory elements while leaving room for creative interpretation. Influencers know their audiences better than brands do. Overly prescriptive content requirements often result in stilted posts that followers recognize as inauthentic advertising.

Provide adequate time for content creation. Rush campaigns rarely produce quality results. Beauty content particularly benefits from time for product testing, results documentation, and thoughtful review development. Many successful beauty influencers refuse partnerships that don’t allow genuine product experience before promotion.

Campaign Success Strategies

1. Build Relationships, Not Transactions: Long-term ambassador programs typically outperform one-off sponsorships by building authentic advocacy and allowing influencers to genuinely incorporate products into their routines.
2. Allow Creative Freedom: Provide guidelines and goals, then trust influencers to create content in their authentic voice. Their unique style is precisely why their audience follows them.
3. Support with Quality Assets: Provide high-resolution product images, detailed information, ingredient lists, and usage guidance to help influencers create informative content.
4. Encourage Honest Reviews: Audiences recognize and reject obviously biased promotions. Influencers who feel permitted to share genuine opinions (including constructive feedback) create more credible content.
5. Measure Beyond Vanity Metrics: Track engagement quality, sentiment, traffic, conversions, and brand lift rather than focusing solely on likes and follower counts.
6. Facilitate Easy Purchasing: Include clear calls-to-action, promo codes, and convenient purchase links to capitalize on interest generated by influencer content.

Consider integrated campaigns that combine influencer content with Content Marketing and SEO strategies. Repurposing influencer content across owned channels, incorporating it into email marketing, and using it in paid social campaigns extends value beyond the initial post.

The Future of Beauty Influencer Marketing in Singapore

Singapore’s beauty influencer landscape continues evolving rapidly, driven by platform changes, consumer preferences, and technological innovation. Several emerging trends will shape successful strategies in the coming years.

Video-First Content Dominance: Short-form video continues overtaking static images across platforms. TikTok’s explosive growth and Instagram’s Reels prioritization have fundamentally changed content consumption patterns. Beauty brands must adapt strategies to support influencers creating dynamic video content rather than traditional static posts.

Authenticity Over Polish: Audiences increasingly value genuine, unfiltered content over perfectly curated aesthetics. Influencers showing real skin texture, honest product failures, and authentic daily routines generate stronger engagement than impossibly perfect presentations. This shift favors creators who build trust through transparency.

Ingredient Education: Singapore’s beauty consumers are becoming remarkably sophisticated about ingredients, formulations, and skincare science. Influencers who provide educational content about actives, pH levels, and ingredient interactions will maintain stronger authority than those offering only surface-level reviews. This trend favors collaborations with creators who invest in beauty education.

Cross-Border Influence: Singapore’s strategic position makes its influencers increasingly valuable for pan-Asian campaigns. Creators with multilingual capabilities and cross-cultural understanding can amplify brand messages across Southeast Asia, Greater China, and beyond. Platforms like Xiaohongshu facilitate this regional expansion.

AI Integration: Advanced tools for AI Influencer Discovery and campaign optimization are transforming how brands identify and collaborate with creators. Data-driven influencer selection, performance prediction, and ROI measurement enable more strategic investments. However, the human elements of creativity and authentic connection remain irreplaceable.

Sustainability Focus: Environmental consciousness is moving from niche to mainstream in Singapore’s beauty market. Influencers championing sustainable packaging, clean ingredients, and ethical production will gain influence as consumer values shift. Brands must align with creators who authentically embody these values rather than treating sustainability as mere marketing.

The integration of AI Marketing tools with human creativity represents perhaps the most significant opportunity. While AI can optimize targeting, predict performance, and streamline workflows, successful beauty influencer marketing still requires the human elements of creativity, emotional connection, and authentic storytelling that no algorithm can replicate.

Singapore’s beauty influencer ecosystem offers extraordinary opportunities for brands willing to invest in strategic, authentic partnerships. From mega-influencers commanding hundreds of thousands of followers to rising stars building highly engaged niche communities, the diversity of creators ensures suitable partners exist for every brand strategy and budget.

Success in this space requires moving beyond transactional sponsorships toward genuine collaborations that respect influencers’ creative expertise and audience relationships. The most effective campaigns result from careful influencer selection based on authentic alignment, clear communication of goals with creative freedom, and measurement focused on meaningful outcomes rather than vanity metrics.

As the landscape continues evolving with new platforms, changing consumer preferences, and technological innovations, staying informed about emerging trends and creator talent becomes increasingly critical. The influencers featured in this guide represent the current landscape, but tomorrow’s most valuable partnerships may come from creators just beginning their journeys today.

Whether you’re launching a new beauty product, building brand awareness, or driving conversions in Singapore’s sophisticated market, the right influencer partnerships can deliver exceptional results. The key lies in strategic selection, authentic collaboration, and continuous optimization based on performance insights.