Watch this space: Guardian Singapore set to debut 12 more beauty brands as it aims to grow younger consumer base

The retailer held its Guardian Around The World event on September 4 which showcased over 15 beauty and skin care brands from South Korea, China, Japan, France, Malaysia, Singapore, Australia, and the US.

This included brands such as Torriden, KAHI, and GLINT from Korea, CEZANNE from Japan, as well as Phyto and BIODERMA from France.

Some new brands that were introduced include Vytle by Singapore’s Suubalm, Luvum and Skybottle from South Korea, as well as RoseBaie and Jmella from France.

Guardian, which has 127 stores across the island, is keen to attract a younger generation of consumers.

“At Guardian, we always brand ourselves as the top retailer in Singapore. So, we want to ensure that we bring the trendiest, the latest, hottest brands over to Singapore for our customers,” said Deng Chia Ling, assistant brand marketing manager, Guardian.

“Beauty is growing in Singapore, and we are venturing out to bring more exciting brnads over to Singapore.”

In recent years, the retailer has brought in viral brands such as K-beauty brands Torriden, KAHI, Glint, and Skin 1004.

Deng noted that the company was actively seeking out brands from various countries, not just South Korea.

“We do not just focus on one country. Because if you look at TikTok or other socials, you will see that other brands across different countries are also growing.”

She highlighted Dododots, a Malaysian pimple patch brand, which is among the new brands that will be launching with Guardian soon.

The strategy is key to drawing in a younger consumer base which are trend sensitive and eager to try new brands and products.

“We are very strong in our older age group, and we serve vast range of consumers. But we are definitely trying to grow our younger audience as well, looking into the Gen Zs as well as younger millennials,” said Deng.

She highlighted that the retailer is open-minded and willing to introduce brands that may not have been tested in this market as well.

“We always put our customers first and when we study our customers, they are very receptive to trying out different brands. So, why not us as well?”

In addition to the 12 new brands, Deng hinted that the retailer might be introducing more brands.

“I would say that people should follow us on social media and stay tuned for more.”