Premium beauty retail and cross-border e-commerce.
Singapore's home-grown multi-brand beauty retail chain — your beauty gateway to global best-sellers and playground to discover hidden gems.
Where Asia discovers beauty
Retail Stores Islandwide
Bugis+ · IMM · Paya Lebar Quarter · Tampines 1 · Velocity @ Novena Square · Yue Hwa.
Online & App
novela.com.sg and the Novela mobile app — skincare, makeup, fragrance, hair & body care, health & wellness.
Cross-border E-Commerce
Serving customers across Southeast Asia and Greater China, with checkout across 10 markets.
Membership Community
A membership-based retail concept with over 300,000 members.
Global best-sellers and hidden gems
From Estée Lauder, SK-II and Hugo Boss to home-grown labels like Iren Shizen, The Powder Shampoo and Hegen — curated on the belief that authentic beauty originates from within.
Six doors, one gateway to beauty
From our first store in 2014 to six locations islandwide today — plus novela.com.sg and the Novela app — Novela is where Singapore discovers global best-sellers and hidden gems, with cross-border reach into Southeast Asia and Greater China.
- 6 retail stores across Singapore
- novela.com.sg + the Novela app
- 300,000+ member community
- First store opened 2014; islandwide since
"Singapore's answer to Olive Young and Sasa?"
— CNA Lifestyle, on Novela's rise from pushcart to national beauty chain.