ROMI BEAUTY: THE SKIN-FIRST BRAND TAKING OVER SEPHORA HONG KONG
A Singapore Beauty Brand Goes Global
Founded in 2022, ROMI Beauty was created by Arissa Cheo, Yoyo Cao and Lin Ting — three women with very different lifestyles but one shared goal: simplify beauty.
In 2026, the brand officially enters Hong Kong, launching exclusively through Sephora both online and in stores including IFC Mall, K11 Musea and Windsor House. 1
This marks a major milestone in its expansion beyond Singapore.
From Southeast Asia to global shelves — ROMI is scaling fast.
The “Skin-First” Philosophy
Unlike traditional makeup brands, ROMI positions itself around a “skin-first” concept.
That means every product is designed to improve skin health while delivering cosmetic results.
The goal is simple: fewer steps, better formulas and more honest ingredients. 2
This reflects a growing shift in consumer behavior toward hybrid beauty.
Makeup × Skincare = Multitasking Beauty
ROMI’s biggest strength lies in its hybrid formulations.
Products like the Dream Skin Tint combine foundation, skincare and sun protection in one.
Meanwhile, the Skin Oasis Serum Mist functions as toner, serum and face mist all at once. 3
This approach is especially appealing for modern users who want efficiency without sacrificing results.
One product. Multiple functions. Zero compromise.
Designed for Asian Skin & Climate
ROMI is built specifically for Asian consumers.
That includes undertones suited for Asian complexions and textures designed for humid climates like Hong Kong and Singapore.
The formulas aim to be lightweight, breathable and non-greasy — a key demand in tropical regions. 4
All products are also free from parabens, sulphates and synthetic fragrances.
Why It’s Blowing Up in 2026
ROMI’s rise comes at the perfect time.
Consumers are moving away from heavy, multi-step routines and toward simplified, skin-focused beauty.
At the same time, there’s increasing demand for transparency, clean ingredients and multifunctional products.
ROMI sits right at the intersection of all these trends.
This is not just a brand — it’s a new beauty mindset.
Sephora Strategy: Smart Expansion
By launching exclusively with Sephora, ROMI gains immediate credibility and global exposure.
Sephora’s curated positioning aligns perfectly with ROMI’s premium yet approachable identity.
It also allows the brand to target beauty-conscious consumers who are already exploring hybrid skincare trends.
Conclusion: The Future of Beauty Is Hybrid
ROMI Beauty represents a major shift in how we think about beauty.
It’s no longer about layering 10 products.
It’s about choosing smarter ones.
As hybrid beauty continues to grow, brands like ROMI are not just following trends — they’re defining them.