Are Singaporeans Seeking Perfection Or Connection? A Qualitative Look At Today's Beauty Ideals.
Our skincare work involves listening to consumer stories to understand the deeper currents shaping our society. Recently, one story has become particularly compelling: the story of beauty as it is narrated in the current times... We were struck by a conversation with the award-winning actress Rebecca Lim, who spoke candidly about battling imposter syndrome and the pressures of public life. She reflected on the need to redefine beauty standards, offering this advice to her younger self: "You don't have to be a shooting star."
This sentiment captures a powerful tension we see every day. On one hand, Singapore’s beauty market is thriving, driven by consumers who are knowledgeable, discerning, and willing to invest in their appearance. On the other hand, beneath this polished surface, there is a growing conversation about authenticity, mental wellness, and the pressure to perform. For brands, this duality is the new strategic imperative. The risk is not just irrelevance, but being seen as out of touch with the real human needs of your customers. In this post, we explore the human side of this dynamic. We want to understand the motivations and anxieties that are redefining beauty in Singapore today.
What We're Seeing
The story begins with a strong and resilient market. Data from Singstat shows that retail sales for Cosmetics, Toiletries & Medical Goods saw a year-on-year increase of 8.1% in August 2025. This is not a fleeting trend, but part of a consistent pattern of high consumer engagement in a market valued at over US$1.2 billion. This spending goes far beyond daily essentials. There is a growing normalization of high-investment aesthetic procedures. The story of a 20-year-old student choosing to get cosmetic surgery, feeling it was a now-or-never opportunity, illustrates a fundamental shift. Beauty is now a serious category of personal investment, on par with education or wellness.
This investment and interest are amplified in a hyper-connected environment. According to a report, approximately 97% of individuals in Singapore aged 15 and above are digital consumers. This digital immersion means that the journey of beauty discovery, validation, and purchase happens online. However, this digital ecosystem is also where new pressures are forged. As discussed in a HeyKaki video on Gen Z body insecurities, social media influencers play a significant role in shaping beauty standards and, consequently, the anxieties of their followers.
It is no surprise, then, that a topic like "pretty privilege" becomes a subject of mainstream debate. The conversation reveals an underlying belief that appearance is not just about personal expression; it is a strategic asset. This helps explain the willingness to invest in beauty - it is perceived as an investment in one’s social and professional mobility.
The Questions We Believe Are Worth Asking
To move from data to deep understanding, we must ask better questions. The business problem is not just about selling another product; it is about understanding the human job that product is being hired to do. We believe in framing our inquiry around the people at the heart of the story.
For The "Aspiring Authentic" (the Gen Z user navigating online versus offline identity):
How do you define "authenticity" in a world of filters and curated feeds?
Walk us through a time you felt a brand truly understood you. What did they do right?
What are the unspoken rules of beauty that you and your friends navigate every day?
For The "Strategic Enhancer" (the working professional viewing beauty as a tool for advancement):
What role does your appearance and beauty routine play in your professional confidence?
Tell us about the calculation you make when considering a cosmetic procedure or a high-end product.
Where do you draw the line between self-care and societal pressure?
For The "Holistic Believer" (the wellness-focused consumer connecting inner health to outer beauty):
How do you define the relationship between what you put in your body and how you look?
What kind of proof or story do you need to trust a "beauty from within" product, especially within the regulatory framework of the(https://www.hsa.gov.sg/cosmetic-products/overview)?
Where do you go for credible information when traditional beauty advertising feels superficial?
How We Uncover the Answers (The Qualitative Approach)
Answering these questions requires a methodology rooted in empathy and context. Numbers tell us what is happening, but qualitative research tells us why.
Method Selection We recommend a hybrid approach. First, In-Home Ethnography allows us to observe real, uncurated beauty rituals in a person's private space. We see the messy bathroom counters, the multi-step routines, and the products bought but never used. This provides a layer of truth that a simple conversation cannot. We then supplement this with Digital Diary Studies, where participants use their phones to log feelings, product usage, and beauty-related thoughts in real-time. This captures the fleeting emotions and decisions that shape their relationship with beauty throughout the day.
Participant Targeting Simple demographics are not enough. We need to speak to people based on their mindsets and behaviours. We move beyond "females, 25-35" to recruit nuanced archetypes such as:
"The Tech-Savvy Silver": The 50+ consumer who is digitally engaged and investing in high-tech skincare and "pro-aging" solutions.
"The Anxious First-Timer": The young consumer tentatively exploring aesthetic procedures, seeking reassurance, safety, and subtle results.
"The Clean Beauty Purist": The consumer who scrutinizes ingredient lists and whose purchasing is driven by ethical and sustainability values.
Uncovering Insights Our process is about more than just asking questions. We are expert listeners. Our role is to create a safe, non-judgmental space that encourages honesty. We listen for the hesitations, the contradictions, and the stories behind the words. We observe the non-verbal cues—the way a person proudly displays one product but hides another. This is where the deepest human truths are found.
Actionable Market Research Tools
Deep insights are only valuable when they inspire action. To bridge this gap, we often develop conceptual tools to help our clients think differently. These are not final products, but frameworks for strategic conversation.
Here is a tool to map where a brand sits in the consumer's mind. It helps clarify if your product is seen as a functional fix or something more emotionally resonant.
External Validation
Internal Validation
Functional Efficacy
Emotional Resonance
Strategic Status
Products used to project success and competence.
Empowered Self-Care
Products used for personal joy and well-being.
Functional Fix
Products used to solve a specific problem efficiently.
Aspirational Identity
Products that help consumers feel part of a tribe or trend.
This tool helps brands understand the need for personalization. It is a mock-up of an interface that goes beyond skin type to understand a user's values and goals.
Create Your Beauty Blueprint
Finally, this tool is based on a projective technique we use in interviews. It is designed to uncover the subconscious emotional needs that products fulfill.
Projective Tool: The Magic Cabinet
"Imagine you have a magic beauty cabinet. You can ask one of your products to give you a feeling, not just a result. What feeling would you ask for today?"
INPUT: 'To feel put-together and ready for anything...'
OUTPUT (Potential Unspoken Need):
This translates to a need for: Confidence & Control
These frameworks are powerful, but they are empty without real human stories. Their true utility comes after we have had those deep, honest conversations.
What’s Next?
The Singaporean beauty consumer is caught between the desire for a polished, perfect self and a deep-seated need for authentic connection and self-acceptance. Brands that only speak to one side of this duality will miss the bigger picture. Understanding this tension through deep, qualitative listening is what allows a brand to move from being a simple vendor of products to becoming a trusted partner in a person's life. An empathetic strategy is the ultimate competitive advantage.
The Singaporean beauty landscape is rich with opportunity, but it is also fraught with nuance. Understanding whether your customer is seeking perfection, connection, or a delicate balance of both is critical. We believe the most successful brands will be those that listen most deeply. Let's have a conversation about where your customers fit within this evolving story and how we can uncover the human truths that will drive your brand forward. But in case you would like to discuss market research on your Singapore audiences, then please reach out to us at Assembled. You can also write to our Research Lead, Felicia at felicia@assembled.sg or give us a call at +65 8118 1048.
