New spa and beauty offerings as we head to the year-end

IT IS already October and before you know it, Christmas and the New Year will soon be upon us. Clearly cognisant of this, spa and beauty brands are busy prepping for the year-end pampering (and spending) spree – with launches, openings and new treatments lined up.

After going under the radar in the last few years, the premium Helena Rubinstein brand of skincare products is re-emerging with a bit of a bang – by opening its first South-east Asian flagship boutique in Singapore.

The brand was previously available in the T Galleria by DFS downtown duty-free store, until the store’s closure in 2020 during the pandemic. It still retails at Changi Airport but otherwise has not had much of a presence here.

That is about to change with the newly opened 750 square foot (sq ft) boutique at Ion Orchard. It will offer a full range of products, including the iconic Age Recovery Night cream, a cabin for expert skin analysis and personalised treatment, as well as a legacy corner featuring the story of its eponymous founder and her belief in the power of science in beauty.

And indeed, her story is a fascinating one. In 1902, Helena Rubinstein was one of the first international cosmetic brands to be established by a female entrepreneur. The Polish and American businesswoman with a great complexion was known for her pioneering spirit, and was astute enough to surround herself with medical expertise in order to gain technical knowledge.

With the help of a French chemist, Rubinstein in 1910 identified the first classification for skin according to its nature and needs: oily, combination or dry skin. She was the first to submit her products for rigorous scientific testing and in 1939, bought the patent for the first waterproof mascara.

Rubinstein also professionalised the role of aestheticians and opened the first school dedicated to their training.

In 1928, she sold her American business to Lehman Brothers for US$7.3 million, but savvily bought it back for just US$1.5 million the following year when the stock market crashed. The brand was acquired by L’Oreal in 1984.

Rameet Kaur, Helena Rubinstein’s regional general manager, says Singapore’s sophisticated consumer base makes it the ideal location for a flagship store. “This aligns perfectly with Helena Rubinstein’s unique, avant garde approach to beauty, which combines science and innovation,” she adds.

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Meanwhile, a stone’s throw away at Adeva Spa in Paragon, another luxury skincare brand is offering a novel experience – facials in a cocoon that offers 99.99 per cent pure air.

Available till Oct 31, the Pure Air Bubble travelling spa is part of Natura Bisse’s offerings and is a way for Adeva Spa to celebrate its new partnership with the Barcelonian brand.

There are three treatments – targeting sensitive skin, dark spots and anti-ageing – to choose from in the bubble, all of which are performed using Natura Bisse’s new pro-youth lifting method. This technique focuses on manoeuvres that target the vagus nerve or temporomandibular joints to help release tension. There is also guided breathing to reduce anxiety and promote restful sleep, which, combined with the pure air, is supposed to improve skin cell oxygenation.

Adeva Spa, whose seven dedicated facial rooms are equipped with Tempur beds, now sports a refreshed look after undergoing renovations late last year. Those who prefer to experience the new Natura Bisse facials on Tempur beds can also choose to have their facials done in the rooms, with the pure air purifier brought in for the treatment.

The expansive, 10,000 sq ft Adeva Spa has 17 other rooms offering services such as body massage, reflexology, hair removal and body contouring.

Celebrating a different milestone however, is Senze Salus, which is the only operator here authorised to use SK-II products for its treatments. It is marking 20 years since SK-II Boutique Spa by Senze Salus became Singapore’s first and the world’s only spa to exclusively integrate SK-II products into every one of its treatments.

As it celebrates the occasion, the 4,000 sq ft spa at Raffles City will expand into specialised hair treatment and design services, with an expert in scalp wellness and personalised hair design having joined its team. More, we hear, will also be announced soon.