Singapore – Tilt has been tapped by Hong Kong beauty distributor Markato to spearhead the local launch of WELLAGE, a Korean skincare brand entering the Singapore market in July 2025.
The appointment covers content creation, social media, and influencer marketing, with Tilt tasked to deliver a full-funnel digital strategy that builds pre-launch awareness and drives consumer engagement across online and retail touchpoints. This marks the next chapter for WELLAGE following its successful debut in Hong Kong.
Known for its dermaceutical-grade formulations and minimalist aesthetic, WELLAGE will debut in Singapore with 17 SKUs, available exclusively in 48 Watsons outlets, as well as on Shopee, Lazada, and TikTok.
Tilt’s campaign is designed to reach consumers on multiple fronts—from digital storytelling to creator-driven content that encourages trial, traffic, and conversion.
“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.”
The campaign will focus heavily on authenticity and influencer marketing to resonate with today’s beauty consumers.
“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.”
The strategy reflects shifting consumer behavior, as nearly half of Singapore’s beauty and personal care sales are projected to come from online platforms by 2025. WELLAGE aims to meet consumers both in-store and on-screen with a campaign centered on unfiltered beauty and skin-first self-care.
“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,” said Brian Lo, CEO of Markato.
The campaign will officially roll out in August across Watsons, Shopee, and Lazada, with influencer-driven content and brand storytelling going live in the weeks surrounding the launch.
Tilt’s new appointment follows recent clients wins by the agency, including KAPA Design Collective and the PAP Community.
