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Before founding Singapore-based multi-brand beauty retail chain Novela in 2013, co-founders Ben Lin, 39, and Eugene Tay, 34, had no plans to build an entrepreneurial career based on skincare and fragrances.
Today, Novela has seven stores in Singapore. Novela has become a common sight in heartland shopping malls such as IMM, Tampines 1 and Waterway Point, even rivaling other popular beauty retailers such as Sephora, Olive Young and Sasa.
They did this by doing something different. – By stocking “emerging and niche brands” that you might not find elsewhere.
Tay said that while Novela sells well-known counter brands that are also available elsewhere, such as Sulwhasoo, SK-II, Estee Lauder, La Mer and La Prairie, it also sells fashion brands that may not be as well-known but are also popular because of their strong USPs.
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