How Can In-Depth Interviews Uncover the Real Skincare Anxieties of Singaporeans?
Singapore has a real disconnect when it comes to skincare. On one hand, social media feeds are filled with images of flawless, poreless "glass skin," an ideal largely shaped by Korean beauty trends. On the other hand, the clinical reality for many is quite different. Professor Steven Thng from the National Skin Centre recently highlighted that the most common skin conditions ailing Singaporeans are eczema, acne, and pigmentary disorders.
This gap between the aspirational ideal and the lived reality creates a critical business tension. The Singapore Beauty & Personal Care market is valued at over USD 1.2 billion and continues to grow. People are clearly willing to invest in their skin. But we believe brands that only chase the aesthetic ideal risk missing the deeper, more urgent needs of their customers. The real opportunity is not just in selling a dream, but in solving the real-world problems and soothing the underlying anxieties that this dream creates. Our purpose with this post is to look past the surface-level trends and explore the human story at the heart of Singapore's skincare market.
What We're Seeing
To understand the human story, we first need to look at the landscape. We see a narrative unfolding across three key areas: a deep financial commitment to skin as self-care, a digital world that both inspires and creates pressure, and the rise of a highly educated consumer.
Our work always begins by grounding ourselves in the facts. Singstat reveals that the average household spends $149 per month on personal care. This is not a trivial amount. It reflects a broader shift where skincare is seen as an essential part of self-care and holistic wellness, a non-negotiable ritual in a busy life. This spending is not just about vanity; it is often a direct response to real, and sometimes chronic, health issues. As we see in this
CNA feature on common skin conditions, the line between a cosmetic want and a medical need is increasingly blurred. For many, this investment is a necessary part of managing their physical and emotional wellbeing.
The primary arena where these needs and desires play out is digital. Unsurprisingly, online sales are a dominant force in the market. This digital immersion makes platforms like TikTok and Instagram the main channels for discovery and inspiration. But this comes with a cost. Local studies have found that adults at risk of body image anxiety are more likely to spend three or more hours daily on these platforms, which often promote a very narrow standard of beauty. This powerful CNA Insider documentary on the pursuit of fair skin highlights the extreme pressures that exist across the region, where certain ideals become deeply tied to social status and self-worth.
In response to this high-pressure environment, we are seeing the rise of a more conscious and educated consumer. The retail sales index for "Cosmetics, Toiletries & Medical Goods" shows consistent growth, increasing 5.5% year-on-year in the latest data. We believe this is fueled by consumers becoming "skin-tellectuals." They demand transparency, safety, and sustainability, driving the growth of "clean beauty" and science-backed formulas. This search for trustworthy products is supported by a robust regulatory framework from Singapore's Health Sciences Authority which governs product safety under the ASEAN Cosmetic Directive. This mindset, which treats skincare as a form of preventative health, is perfectly captured in products like sunscreen, a topic explored in this CNA feature.
The Questions We Believe Are Worth Asking
The data tells us what is happening. But to create real value, brands must understand why. We believe the most powerful solutions come from asking better, more human questions.
For the End-User (The Person in the Mirror)
Beyond the goal of "better skin," what is the deeper emotional job your skincare routine is hired to do? Is it a moment of control in a chaotic day? A shield of confidence? An act of self-kindness?
Walk us through your journey of discovering new products. Where do you feel inspired, and where do you feel overwhelmed or misled?
How do you define "what works"? Is it a visible result, the feeling on your skin, alignment with your personal values, or the validation you get from others?
For the Brand Innovator (The Creator in the Lab)
How can we formulate products that deliver the sensory experience of global trends while addressing the specific dermatological needs of a population in a tropical climate?
What language and evidence will build genuine trust with the "skin-tellectual" consumer without alienating those who are just starting their journey?
How can we innovate beyond ingredients? What role can packaging, application methods, or digital support play in solving real-world problems?
For the Retail Strategist (The Curator on the Floor)
How can the retail experience, both online and offline, shift from being purely transactional to being educational and consultative?
What is the role of a physical store when consumers can research everything online? Can it be a space for safe discovery and community?
How do we balance a portfolio of brands that cater to fast-moving social media trends with anchor brands that offer long-term, science-backed solutions?
The Qualitative Market Research Approach
To answer these questions, we need to create a space for honest conversation. Our approach combines modern technology with the timeless art of listening.
Method Selection
We recommend a two-phased approach. First, we would use Digital Diary Studies. For one week, participants would privately document their daily skincare routines using their smartphones. This method captures in-the-moment behaviors and emotions, revealing the true context of product use. This is followed by In-Depth Interviews. These one-on-one conversations use the diary entries as a foundation, allowing us to probe deeper into the "why" behind what we observed.
Participant Targeting
We need to speak to the right people. We move beyond simple demographics to recruit based on behavioral archetypes that represent the key tensions in the market.
"The Skin-tellectual Researcher": Highly educated on ingredients, distrusts marketing hype, and is motivated by efficacy and control.
"The Anxious Experimenter": Heavily influenced by social media trends, on a constant quest for the next "holy grail" product, often driven by insecurity.
"The Sustainable Minimalist": Values-driven and eco-conscious, seeking multi-functional products from ethical brands.
Uncovering Insights
Our work is about deep listening. We create a safe, non-judgmental space for participants to share their vulnerabilities. We listen for the hesitations, the contradictions, and the stories behind the words. We observe what is on their bathroom shelf versus what they say they value. It is in this gap between the stated and the actual that the most powerful insights are found.
Actionable Tools To Help Fieldwork
We believe insights are only valuable when they inspire action. To make our thinking more tangible, we have developed a few conceptual tools. These are not finished products, but provocations designed to inspire new ways of thinking.
Tool 1: The Skincare Anxiety & Trust Matrix
This strategic framework helps brands map their position and identify opportunity spaces by plotting consumer needs against the drivers of trust.
The Skincare Anxiety & Trust Matrix
| Trust Driver: Science & Efficacy | Trust Driver: Social Proof & Community | |
| Consumer Need: Functional Relief |
The Derm-Advisor Positioning: "Clinically proven solutions for your specific skin concerns (e.g., acne, eczema)." Keywords: Dermatologist-tested, Patented Ingredients, Clinical Trials. |
The Peer-Recommended Fix Positioning: "The cult-favorite product that really works for oily skin." Keywords: Holy Grail, 5-Star Reviews, Before & After. |
| Consumer Need: Emotional Wellbeing |
The Mindful Ritualist Positioning: "A calming, sustainable routine that nurtures your skin and soul." Keywords: Clean Beauty, Sensory Experience, Ethically Sourced. |
The Trend-Setter Positioning: "Achieve the 'glass skin' look everyone is talking about." Keywords: As Seen on TikTok, Influencer Approved, Viral. |
Tool 2: UI Concept for a "Transparent Ingredient Story"
This user interface concept for a product page builds trust by telling the story behind the key actives, appealing directly to the "Skin-tellectual" consumer.
Calming Cica Serum
A lightweight serum to soothe irritation and strengthen the skin barrier.
Key Ingredient Story: Centella Asiatica
Contains Madecassoside, a powerful active that reduces inflammation and promotes healing.
Tool 3: Projective Technique - "The Unspoken Skin Dialogue"
This is a projective technique we use in qualitative interviews to uncover deep-seated emotions. It is a powerful way to foster empathy for your customers.
> Tool: The Unspoken Skin Dialogue
Imagine your customer is having a conversation with their own skin. What would they say to each other? Complete the dialogue:
CUSTOMER: "I'm trying so hard. I bought you that new serum everyone is talking about. Why are you still..."
THEIR SKIN: "I don't need what everyone else has. What I really need from you is..."
// This exercise helps uncover the gap between perceived solutions (trending products) and true underlying needs (e.g., consistency, less irritation, protection).
These tools are born from real human conversation and are designed to spark the kind of strategic thinking that leads to meaningful innovation.
Conclusion
The Singaporean skincare market is sophisticated and lucrative, but it is also defined by a deep human tension between aspirational ideals and lived reality. Success is no longer just about having the right ingredients or the buzziest marketing campaign. It is about understanding the anxieties, motivations, and deep emotional needs of the person behind the purchase. Qualitative insight is the bridge from cold data to warm, human empathy. It is what allows a brand to speak with its customers, not just at them.
Is your brand ready to listen to the real skin stories in Singapore? Then let's have a conversation about how insights can deepen your strategy. You can also learn more about our market research in Singapore on Assembled. You can also write to our Research Lead, Felicia at felicia@assembled.sg or give us a call at +65 8118 1048.
