Homegrown Beauty Retailer Opens New Concept Store
at Novena Square on 22 July
Singapore, 12 July 2021 – As everyone is settling into the new normal rhythm, from beauty routines to wellness lifestyles while coping with digital stress, there is still an underlying urge to discover something new. Seeking a breath of fresh air to spice up your beauty regimes? Look no further.
Singapore beauty house NOVELA announces its 5th outlet in Novena Square with a fresh new concept. NOVELA is Singapore’s first-and-only homegrown beauty retailer that has assembled beauty brands worldwide to form a “one-stop-shop” beauty solution.
Spanish for Novel, NOVELA is inspired by the belief that true beauty is not just about outward appearances but encompasses elegance, intelligence and knowledge derived from books. Much like the quill featured on the logo, NOVELA aims to empower consumers with smart beauty tools and a delightful selection of products to enhance one’s beauty inside out.
A Fresh New Beauty Haven Awaits
Be welcomed by a cosy, harmonizing palette of ivory, tan and taupe – soothing colours with a touch of warmth that brings comfort for the eyes. The new NOVELA store embraces lines from nature in the form of flowing waters and varying textures from trees, complete with clouds lightings like the morning glow. As if stepping into the serene woods with gentle sunlight streaming through, the clean, minimalist concept store offers you a peace of mind and a temporary destress haven while you shop.
With the wide assortment of brands beautifully laid out, one can easily take it all in at their own pace, with new discoveries beckoning at every corner. The comfortable space makes it a breeze to pick up all the items you need.
Discover Over 110 Global Brands Across A Board Of Categories:
Oral Beauty: Beauty starts with a beautiful smile and having the right oral care products is the first step into achieving a good first impression.
Star Brands: Marvis, Theodent, Acca Kappa
Skincare: Living in a fast-paced environment amid the pandemic, we often have to update our skincare regime to get that glowing complexion.
Star Brands: BIOEFFECT, Filorga, Bulk Homme, Isdin
Makeup: The beauty of makeup is the touch of confidence it can give us on a day-to-day basis. From foundations to lipsticks, uncover your favourite beauty style!
Star Brands: MAC Cosmetics, Nude Beauty, Urban Decay
Fragrances: Nothing better than your favourite scents to brighten the day. A little dab on your pulse points, and you’re all set for your date or girls night out!
Star Brands: Tom Ford, YSL, Diptyque, Carolina Herrera
Beauty Tools & Accessories: Having difficulty locking in that dermatologist appointment? No worries, these smart gadgets and accessories will be your little beauty helper!
Star Brands: PINKTOP, Acca Kappa, Artis
Hair Care: Depending on the weather and conditions of your scalp, finding the right hair care products isn’t simply a walk in the park. Time to find the best fit, only at NOVELA.
Star Brands: Sendo, Moroccanoil, Oribe
Body Care: When it comes to the skin, body care products are more often looked over than facial products. Not only are body care important for hygiene, it also helps to keep your skin supple and refreshed.
Star Brands: Tangent GC, L’Occitane, Sesderma
Household: Worn out from the blurred lines between work and rest from your home office? Find some household products to refreshen your personal space.
Star Brands: Hibi
The new opening in Novena Square will bring NOVELA’s network of stores in Singapore heartland malls to 5, following their outlets in IMM, Singpost Centre, Northpoint City and YueHwa, in addition to their online store (www.novela.com.sg). Join the free-to-register membership on Perkd, available on Apple Store and Google Play Store.
About NOVELA
NOVELA is part of HENATENN Holdings, a group specializing in distribution and export of international beauty brands. It was founded by Ben Lin and Eugene Tay, who met each other while studying in Temasek Polytechnic.
Initially focused on distribution and exporting, NOVELA was created as a direct-to-consumer brand and is Singapore’s first international multi-brand beauty retail store with 4 outlets in IMM, SingPost Centre, Northpoint City and YueHwa in Chinatown and an online store. It has seen revenue grew 9 times in 5 years:
2016: $2 million with 1 retail outlet in IMM
2017: $6 million with 2 retail outlets (NorthPoint City was added)
2018: $12 million with 3 retail outlets (SingPost Centre opened in June 2018)
2019: $13 million with 3 fully operational retail outlets
2020: $18 million with 4 retail outlets and online store
oJanuary – Launch of Flagship store on Alibaba’s Kaola, achieving RMB 500,000 sales
oMarch – Reached RMB 2.5 million in sales
oNovember – Hit RMB 5 million sales in a single day (11.11.2020)
NOVELA which is Spanish for Novel, is based on the belief that true beauty is not just about outward appearances but encompasses elegance, intelligence and knowledge which is derived from books. Much like the quill featured on the logo, NOVELA aims to empower consumers with the smart beauty tools to enhance their beauty, inside out.