Shoppers to expect curated brands, products not typical to Singapore

Beauty aficionados have yet another reason to rejoice as popular beauty retailer, Asian Beauty X (ABX), launches their newly designed beauty platform ( showcasing a curated collection of cult skincare and cosmetic products that have garnered growing popularity among beauty consumers. Along with direct-to-consumer selling, the beauty platform will also help the brands engage with customers in a more personal way beyond just providing products and lifestyle-related advice.

Said CEO and Co-Founder, Justin Lee, “At the heart of ABX Online is our ambition to be more connected with our customers through a blend of content, commerce, media and events. We want to create a unique experience for our fans and shoppers that is personal and customer-centric. We understand the role beauty plays in the lives of each of us – men or women – and we want to help them navigate the complex and sometimes confusing beauty market and its myriad of different brands and products.”

 “THE MOXIE” – Lifestyle Content for the Discerning Consumer

In tandem with the launch of ABX Online, people can look forward to perusing a myriad of engaging beauty and lifestyle content on THE MOXIE, a brand-new digital experience that promises to delve deeper into topics beyond just skincare or beauty. Whilst THE MOXIE will ring out familiar favourites such as product-how-to’s and tutorials, insider tips and reviews; its feature content focuses on going behind-the-scenes and under-the-skin of places, people and presumptions popular to cultures and today’s society. 

Designed to go off-the-beaten-track, THE MOXIE, will uncover and discover an array of topics ranging from travel, nutrition, wellness, fashion, and even mental and emotional health in the near future – all with the intention to give the people content that’s unexpected, yet relevant in the every day.   

Explained Lee, “At the core of every decision and individual motivations, are questions that hold true for every one of us: “How will this product work for me? How does it apply to me? Do I need it and why do I want it?” So, for us, it’s not just about delivering relevant content that answers these specific questions but delivering content that captures our individual motivations and aspirations.”

“Beauty is only one aspect of a person’s life and what makes women beautiful extends beyond skincare or cosmetics. Beauty, the hard-to-get kind is about confidence, dignity, and passion. It is about embracing one’s imperfections while continually working to be a better version of ourselves regardless of whether you are in front of the vanity mirror or meeting life’s challenges at work and at play. That’s why it’s important for us to grow our content beyond just beauty – it’s about creating relevance in all aspects of a women’s (or men’s) life.”


With ABX Online going ‘live’, the brand has also laid out plans to take its social engagement game up a notch through a series of social conversations to better understand and personalise the ABX experience. From today, ABX is also launching #myownrules, a social campaign that invites men and women to share their personal life rules or personal philosophy that shapes their life, and allows them to stay true to their own unique and individual values and principles, 

As its debut social campaign, participants can stand to walk away with a special gift from ABX simply by sharing their personal life rules in a post on Instagram, and tagging ABX (@abx.official) as well as using the hashtags #myownrules and #borntobeme.

“ABX is all about knowing one’s self, staying true to it and being ok with it.  We want to create a community where everyone feels comfortable with their own style and are steadfast to their own rules and dreams. It’s all about having that confidence in one’s own skin. After all, we are all unique individuals and are born to shine in our own way”, shares Lee. 

Additionally, fans can send in their enquiries, share their perspectives, suggest content topics or activities that interest them using the hashtag #tellABX on Instagram.  

From now till 31 October 2019, customers will receive a complimentary travel kit from Lagom (u.p. SGD39.90) with a minimum purchase of SGD80.00 via


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