Major beauty players scramble to partner with 'at home' beauty app services

By Michelle Yeomans

- Last updated on GMT

Major beauty players scramble to partner with 'at home' beauty app services

Related tags Southeast asia

Being 'tech-savvy' is top priority right now for international beauty brands, which has seen many of them partner up with app specialists to offer consumers 'extra added value'.

New on-demand service apps are offering women in Asia access to a portfolio of stylists, manicurists, beauticians and make-up artists who will visit clients at home, in the office or at an event venue.

This is in part, thanks to a new era of security measures which requires professionals to verify their identity on-site and acts as a solution for those living in more rural areas.

Singapore entrepreneur Douglas Gan is the latest innovator in this area, launching Vanitee - a beauty services booking app in South East Asia this May.

Mr Gan told The Business Times that the platform brings in an average of 70 bookings and S$3,300 in transactions month-on-month.

"What I'm trying to do is to bring on-demand beauty services previously enjoyed only by celebrities to the masses and make it affordable," ​he told this publication.

Mr Gan says his team vets every professional by meeting them, taking photos of their service locations and store a copy of their identity cards.

'On call' beauty professionals becoming popular

Another company, Helijia, founded in April of 2013, is a mobile O2O beauty service that provides bookings for various beauty-related services in first-tier Chinese cities.

The app is said to process more than 4,000 bookings a day, and allows customers to browse through the work of 2,000 manicurists and 100 make-up experts before picking their service of choice.

Helijia recently raised new investment of RMB 312.5 million ($50 million)  to attract more make-up artists and expand into new cities on the region.

Beauty service is catching on in the West too..

London-based company, Blow Ltd recently launched a mobile service; 'Fast Beauty To Go'.

The service claims to provide the same speed and quality of service as the company's beauty bars, wherever and whenever you want it – bringing an element of fun, as well as style to any event or location.

Co-founder Fiona McIntosh says the beauty bars in Covent Garden and Canary Wharf have seen huge demand for on call beauticians at parties and corporate events, fashion shoots and product launches.

"It’s the ultimate iteration of fast beauty – we come to you.​”

'Fast' services include a 30-minute blow dry, a 20-minute make-up session and a mini manicure and prices start at £30 per person.

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