Fun fact: The global beauty industry is projected to be worth a staggering USD 863 billion by 2024, and it’s showing no signs of slowing down. In an age of seemingly endless product launches in the face of an increasingly fickle (and discerning) consumer base, the noise can be overwhelming.

Brands, industry professionals and enthusiasts are talking – but is anyone really listening? How can the casual consumer make sense of it all? And how can brands cut through the clutter to navigate new terrain? Perhaps there is something to be said about returning to the community, who after all, drives this behemoth of an industry.

One woman, Ms Amadea Choo, Founder and Managing Partner of VF+c, is taking the first step. And it’s about time.

Enter Beaut to Be, happening this weekend: a flagship series of interactive workshops and events for an inclusive beauty, makeup and wellness community.  It aims to be “an offline, experiential playground to strengthen the beauty ecosystem through culture, collaboration and education”. A first in Singapore, in a community hungry for a fresh perspective.

She’s not alone. Beaut to Be is power-packed with offerings from industry leaders. The event features makeup masterclasses by Priscelia Wong (Founder, Blush with Me) who’s worked with top brands like Laniege, London Fashion Week and with celebrities Narelle Kheng, Jamie Chua; styling sessions and a robust panel by next-generation beauty #girlbosses like Adlina Adyani (Co-Founder, The Min List), Sarah Chee (Founder, Blushboss), Valerie Chan (Co-Founder, who will be discussing what it takes to run businesses of the future.

Get psyched – this year’s theme, Rewriting Trends: The Future of Beauty and Fashion, looks to uncover trends and innovations in today’s disrupted economy.

But if running a beauty empire is not your cup of tea, take full advantage of the makeovers and cult favourite brands that will be available on-site: Viseart, Glossier and MOMOHIME, amongst other vegan, halal must-haves. Swatch to your heart’s content, learn how to get the most out of your products, then do your part to support a community we all love and cannot live without. Enablers unite!

To top it all off, each ticket comes with an exclusive gift bag valued at $111, filled with full-sized products (yes, you heard us.) and vouchers from brand partners like Blushboss, The Min List and

Hyped yet? Popspoken readers get 50% off when they purchase tickets using the code “BTBPopspoken”.

Beaut to Be 01: Rewriting Trends – The Future of Beauty and Fashion
When? 13 July, 1.30pm to 6pm
(The shopping component is open to public from 2pm)
The Hive Lavender, 1 Kallang Junction, Singapore 339263
Tickets start at $88/pax here

Written by: Kenneth Chia


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