Teaology aims to capture Singapore’s premium beauty segment with ‘unique’ proposition

The Italian B corp-certified beauty brand launched exclusively with health and beauty retailer Watsons Singapore at the end of January.

The brand’s products contain tea infusions as a solvent instead of water in its product formulations. The Monza-based outfit has patented technology that makes it possible to preserve the antioxidant properties inherent in tea leaves, allowing it to deliver the benefits of tea to the skin, it claims.

The company has observed consumer purchasing habits shifting as a result of the economic issues in the global market.

While consumers in general are more cautious of their spending, it believes the beauty consumer would not compromise on product efficacy or brand values.

“Consumers are changing and becoming more and more conscious of what they are buying. They are conscious of how they spend their money, what they are buying, and which company they are buying from. It’s about transparency,” ​said Eleonora Brivio, trade marketing manager, Teaology Skincare.

According to Watsons Singapore, Teaology is only the second beauty and personal care brand with a B Crop certification available with them.

Brivio told CosmeticsDesign-Asia​ that attaining B Corp certification was a significant achievement due to its rigorous standards assessing social and environmental impact across multiple areas.

This requires substantial effort and commitment from companies, which consumers recognise, said Brivio.

“What customers want today it's an experience that allows them to enjoy something while belonging to a movement and being B Corp certified helps them assess the brand​.”

The brand’s products have also attained other certifications including those from EWG and PETA.

Furthermore, its formulations are 95% to 100% of natural origin, complying with the ISO 16128 standard.

In addition to its certifications and standards, Teaology believes its tea-infused products would resonate strongly with Asian consumers.

“Coming to Asia, we have nothing to teach them about tea. It’s really great for us because consumers in Asia already understand tea and the benefits it has for health and well-being,”​ said Brivio.

A second chance

This marks the brand’s second attempt at entering the Singaporean market.

It was previously available through beauty chain Sa Sa, which ceased operations in Singapore at the end of 2019.

The COVID-19 pandemic then made matters difficult to re-enter the city-state till today.

The brand is available in 15 Watsons outlets but is aspiring to be available nationwide with Watsons by the end of the year.

In addition to Singapore, it is also available in China through cross-border e-commerce, as well as Malaysia. It also recently launched in India.

Brivio hinted that the company has “big plans in store”​ for further expansion in Asia especially in the North Asian region.