Founded in 2012 as a modest venture born from a mother’s vision and a daughter’s passion, Emily Beauty Salon has blossomed into a beacon of authenticity and innovation in Singapore’s competitive beauty industry. What began as a small outlet at Lucky Plaza has now grown into four thriving branches, a testament to the power of purpose, perseverance, and personal touch.
The story of Emily Beauty Salon began with a courageous step by a determined woman who saw an opportunity in semi-permanent makeup. Choosing Lucky Plaza—a multicultural hotspot in Singapore—as the launchpad was strategic and heartfelt. It wasn’t just about foot traffic or demographics; it was about learning, growing, and connecting. The founder used her business as a classroom to improve her English and a platform to understand a wide range of clients.
Her daughter, then a student at Ngee Ann Polytechnic, initially helped as a translator. But what started as part-time support quickly evolved into a shared vision. While balancing academic pursuits at NUS in Communications and New Media, she learned not only how to manage operations but also how to nurture authentic relationships with clients and staff. Together, mother and daughter laid the foundation of a brand that now stands as a symbol of beauty and care.
Emily Beauty Salon was never about creating artificial transformations. Its philosophy, inspired by the iconic French film Amélie, emphasizes enhancing natural beauty—eyebrows that subtly frame the face, lips that offer a hint of blush, and eyelashes that lift without screaming for attention. As the founders say, “Beauty lies in authenticity.” Their mission was simple but powerful: to help people look and feel like the best version of themselves. This commitment to subtlety and elegance filled a gap in the market at a time when bold, sometimes overwhelming aesthetics dominated the semi- permanent makeup space in Singapore. Emily Beauty’s success lies in its ability to remain grounded while innovating continuously.
No journey is without obstacles, and Emily Beauty Salon faced its fair share. Initially, the team believed that perfect technique alone would ensure client satisfaction. However, real growth came from understanding the deeper needs of their clients—managing expectations, guiding aftercare, and responding to high demand with grace.
Their response was to implement proactive follow-ups, provide transparent aftercare advice, and maintain open lines of communication with every client. These measures transformed challenges into opportunities and helped establish a loyal customer base.
The core values of Emily Beauty Salon—humility and a hunger for learning— have been instrumental in its sustained growth. Staff are empowered to refine their craft and encouraged to embrace feedback as a tool for evolution. The founders attribute their success not just to skill or branding, but to the deep care they show every individual who walks through their doors.
Operational efficiency is maintained through a balanced management style that emphasizes respect and boundaries. A unique company culture ensures that while there is closeness and camaraderie, employees’ rest days and personal time are protected. This boundary fosters mutual respect and sustainable work ethics.
Emily Beauty Salon’s marketing strategy spans various platforms, including Facebook, Instagram, TikTok, and Rednote, but its most effective tool remains word of mouth—amplified by genuine service and real results. Transparent pricing, round-the-clock communication, and personalized care have become hallmarks of the brand.
The team sees their work as more than a beauty service—it’s a part of people’s life stories. Many clients return for milestones like weddings and promotions, and some even bring the next generation to experience the magic. These enduring relationships are the company’s most cherished milestones.
Looking to the future, Emily Beauty Salon has bold yet thoughtful plans. International expansion into Malaysia and Indonesia is on the horizon, alongside continued growth in Singapore. Notably, the company aims to empower other beauty entrepreneurs through B2B initiatives—extending their expertise and ethos beyond their own outlets.
While scaling up, they remain deeply committed to their founding values: high- quality semi-permanent makeup, industry-leading aftercare, and long-term relationships built on trust.
Emily Beauty Salon’s branding, inspired by Amélie, reflects a philosophy of joy, care, and attention to detail. Just like the film, which celebrates life’s small yet profound moments, Emily Beauty strives to make every beauty service an experience that uplifts and empowers.
This unique identity, combined with strong internal values and unwavering client focus, positions Emily Beauty Salon not just as a business, but as a trusted companion in their customers’ beauty journeys.
In a world where trends come and go, Emily Beauty Salon stands out by staying true to its roots. It’s not about chasing the next big thing—it’s about doing the small things well, every single time. From its Lucky Plaza origins to its plans for international expansion, the salon exemplifies what’s possible when business is done with heart.
As the founders put it, sustainable success doesn’t come from perfection—it comes from people and progress. Emily Beauty Salon is more than a brand; it’s a legacy in the making.
