Tilt, a Singapore-based creative and media agency and subsidiary of HM International Holdings Limited (HKEX: 8416.HK), has been appointed by Markato, a Hong Kong-based distributor specializing in Korean beauty brands, to lead the content creation, social media, and influencer marketing for the launch of WELLAGE, a leading Korean skincare brand making its Singapore debut in July 2025. This follows WELLAGE’s highly successful entry into Hong Kong, where it was ranked the #1 new brand across all beauty channels by total sales in the past 12 months, according to NielsenIQ.
Singapore’s K-Beauty market is projected to surge, reflecting the region’s deep affinity with Korean skincare innovations. WELLAGE, known for its dermaceutical-grade formulations and minimalist aesthetic, is poised to make a powerful impression with 17 SKUs available exclusively in 48 Watsons stores, alongside dedicated e-commerce platforms on Shopee, Lazada and TikTok.
Tilt’s role encompasses end-to-end digital storytelling, from pre-launch awareness and influencer-led content to ongoing engagement across platforms and platforms driving trial, traffic, and conversion both online and in-store.
“As someone who has led global beauty brands like P&G for over a decade, I’ve seen first hand how brand building has evolved in Asia. The rise of K-Culture has completely redefined beauty codes,” said Subbaraju Alluri, Regional CEO at Tilt. “Singapore, as a regional hub, doesn’t just follow trends, it shapes them. WELLAGE is entering the market at the perfect time, and we’re excited to help bring this K-beauty powerhouse to life here.”
“We’re in an era where perfection is just a swipe away. But the true breakthrough for a brand today lies in realness, not retouching,” said Karn Singh, Group Creative Director at Tilt. “Our strategy leans heavily into creator voices, those authentic, everyday influencers who inspire real purchase decisions. When people see someone like them using WELLAGE and talking
about it honestly, it resonates far deeper than a polished ad.”
This approach aligns closely with evolving consumer behaviour, where nearly 50% of Singapore’s beauty and personal care sales are expected to come from online by 2025. WELLAGE aims to meet consumers where they are, both on their screens and in aisles, with a campaign that champions unfiltered beauty, skin-first self-care, and the trusted influence of real users.
Brian Lo, CEO from Markato added, “We’re excited to partner with Tilt to launch WELLAGE in Singapore, riding the powerful K-beauty wave into a market that sets trends across the region. By combining Tilt’s creative expertise with Markato’s multi-channel distribution capabilities through Watsons and leading e-commerce platforms, we’re bringing the best of Korean skincare to even more consumers.”
The campaign launches officially in August across Watsons retail stores, Shopee, and Lazada, with influencer content and branded storytelling rolling out progressively in the weeks leading up to and following the launch.
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