The Water Pay Glowing Hydro series is a four-piece line inspired by the growing emphasis within the dermatology and skin care space on the concept of the skin microbiome.
“Research has shown that maintaining a balanced skin flora — much like taking care of gut health — plays a key role in stabilising skin conditions, soothing sensitivity, and reducing breakouts.
“At the same time, we observed that several international prestige brands were investing heavily in microbiome-related research. We believed our R&D team had the capability to create products of a similar calibre, but at a more accessible price point, allowing more consumers to enjoy science-backed skin care benefits. This was the driving force behind our decision to utilise probiotics in this series,” Magaret Wu, founder of For Beloved One, told CosmeticsDesign-Asia.
She added that a standout feature of the Water Pay Glowing Hydro Toner is its mist-type sprayer, which avoids direct hand-to-skin contact, thereby protecting the skin’s microbiome balance.
“Unlike many hydrating facial mists that simply provide surface-level moisture, this series is infused with bifida ferment lysate, a probiotic powerhouse often likened to a ‘Yakult for the skin’. Beyond hydration, it helps maintain skin stability and enhances the skin’s natural defences.”
According to Wu, the Water Pay Glowing Hydro series, which is available in Taiwan and Singapore, has received “very positive feedback” since its debut.
“The range effectively addresses core skin care concerns that resonate with local consumers. For instance, in Taiwan, the combination of mask-wearing in the post-pandemic era, and the hot, humid climate often leads to sensitivity, redness, imbalance of oil and water, and mask-related breakouts.
“By incorporating bifida ferment lysate, the products help strengthen the skin barrier, promote skin renewal, and rebalance the microbiome. As a result, it improves skin resilience and relieves discomfort triggered by external aggressors and prolonged heat.”
Expanding channels, marketing digitally
For Beloved One currently has presence in Taiwan, Mainland China, Hong Kong, Singapore, Malaysia, and Cambodia, and has extended its reach to North America through Amazon.
The brand’s distribution also includes major international duty-free channels, such as Ever Rich Duty Free and China Duty Free Group, as well as airline partnerships with Tianjin Airlines and AirAsia.
This is aimed at allowing travellers convenient access to its products while in transit.
In Singapore where the brand has been established for over a decade, its marketing approach has evolved along with the times.
“In the past, our marketing efforts were largely offline. We collaborated with Sephora on pop-up activations, partnered with renowned brands such as Lady M, and even sponsored large-scale concerts, steadily building brand affinity and making our products part of consumers’ everyday lives.
“With the post-pandemic shift in consumer behaviour and the rapid growth of e-commerce, we have since pivoted towards digital-first strategies. By leveraging social media and e-commerce platforms, we are making our products more discoverable and accessible to consumers across South East Asia,” Wu said.
Going forward, For Beloved One remains committed to its growth strategy of “rooted locally, expanding globally”.
“We will continue to strengthen our existing markets while actively exploring new opportunities, with the vision of bringing professional Taiwanese cosmeceutical skin care to even more consumers worldwide.”
