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Kelicia Ong · SingaporeMichael Collins · SingaporeKieshell · New ZealandKieshell · New ZealandMichael Collins · SingaporeMichael Collins · SingaporeMichael Collins · SingaporeKieshell · New ZealandMichael Collins · Singapore
Kelicia Ong · SingaporeMichael Collins · SingaporeKieshell · New Zealand
Kelicia Ong · SingaporeMichael Collins · SingaporeMichael Collins · Singapore
Kelicia Ong · SingaporeKieshell · New ZealandBeauty influencers in Hong Kong
Hong Kong beauty discovery is search-led. Shoppers open Xiaohongshu (小紅書) and type a product name the way they would use Google, then read the comments under the top few posts before they buy anything. That makes a beauty post here a long-lived asset rather than a one-day spike, and it changes what a good brief looks like.
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No beauty influencers featured in Hong Kong yet
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What works
Beauty content that performs in Hong Kong
- 01
Honest first impression
A creator uses the product for the first time on camera and says what they actually think, including what it does not do.
Beauty audiences read ingredient lists and call out overclaiming, so a review that names one trade-off is more persuasive than uncritical praise.
Put this in the briefGive the creator permission in writing to mention a drawback, and name the one claim you need kept accurate.
- 02
GRWM routine integration
The product appears in its real place in a get-ready-with-me sequence rather than being demonstrated in isolation.
It shows where the product sits in a routine, which answers the buying question of what it replaces or layers under.
Put this in the briefSpecify the step and the products either side of it, then let the creator use their own routine for the rest.
- 03
Texture and swatch close-up
Tight macro footage of consistency, spread, swatch and finish on skin.
It is the most reusable asset in beauty, cuts cleanly into paid ads, and sells base and colour products where studio shots cannot.
Put this in the briefAsk for clean, uninterrupted macro takes with no talking track so the footage can be recut later.
- 04
Results check-in
A second or third video filmed two to four weeks after the first, with the same lighting and framing.
Considered skincare purchases need evidence over time, and consistent framing is what makes a change believable.
Put this in the briefBook both videos up front, agree the lighting and angle at the first shoot, and set the return date in the contract.
- 05
Shade and skin-type match
The creator names their skin type, tone and concerns, then explains which variant they chose and why.
It converts the viewers who share that skin profile, which is a far better filter than broad reach.
Put this in the briefSend the full shade range where possible and ask the creator to state their own skin type on camera.
- 06
Ingredient explainer
A short breakdown of one active, what it does, who it suits and how to layer it.
It builds category authority and gives a considered product a reason to be bought beyond packaging.
Put this in the briefSupply the claims you can substantiate and the ones you cannot, and keep the scope to a single ingredient.
Rates
Beauty rates move on usage rights far more than on reach. An organic-only review sits at the bottom of the band, roughly S$250 to S$1,200 per video for most creators. Licensing the same video for a 30-day paid run across Meta and TikTok typically adds around 30%, and longer windows and category exclusivity adds more again, because a skincare creator who signs an exclusivity clause is turning down every competing brand for the term.
Who works with them
Usually skincare and cosmetics brands, k-beauty and j-beauty importers, aesthetic clinics, hair and nail salons, DTC beauty, pharmacy and personal care ranges, beauty retailers running always-on paid social.
Working with beauty creators
Why audience fit beats reach in beauty
Beauty is a demonstration category. Nobody buys a serum because a big account mentioned it. They buy because someone with their skin type, their tone and their climate showed them what it does. That makes the size of an audience much less useful as a signal than what the audience turned up for.
Kelicia Ong (@kelifries) is a featured Singapore creator and works in skincare and k-beauty. Her top TikTok reached 1.2M views, many times her follower count. That gap is what a specific audience can do: the content gets pushed to people who already care about the subject.
The demand behind that is real. TikTok reports that 90% of Southeast Asian users take action after seeing beauty-related sponsored content, which is a higher action rate than almost any other category in the region.
What the climate changes about the brief
Most global beauty content is made for temperate skin. Southeast Asia is not that. Year-round humidity, strong UV and constant air-conditioning produce a different set of concerns: sebum control, enlarged pores, hyperpigmentation on East and Southeast Asian skin tones, and whether a base survives a walk to the MRT.
A creator who lives in that climate is credible about it instantly. When they say a sunscreen does not pill under makeup in Singapore humidity, the audience believes it because they share the context. Briefing that specificity in is the cheapest lever available in a beauty campaign.
What actually sets the rate
Reach is the smallest variable. In order of impact: usage rights, exclusivity, deliverable count and turnaround. An organic-only video that lives on the creator's own account is the base rate. The moment you want it running as a paid ad, you are licensing an asset rather than buying a post, and around 30% on top for a 30-day run is the normal ask.
Category exclusivity is the expensive one, and fairly so. A skincare creator agreeing not to work with competing brands for three months is turning down income. Price it as compensation for lost work, not as a favour.
For creators deciding whether to go pro
Beauty is the most competitive niche to enter and the most durable to hold. Two things separate creators who get rebooked from those who do not. The first is footage quality on the macro shots, because that is the part brands cut into ads and cannot reshoot themselves. The second is a written rate card that separates organic from paid usage, so the conversation about ad licensing happens before the video exists rather than after.
Working with creators across the region
Vocabulary changes market by market. Ask for a UGC creator in Singapore and Australia, a KOL in Hong Kong and a KOC in Thailand, and you will be understood immediately. The category emphasis shifts too. Jakarta and Bangkok index heavily towards value-led routines and local brands, Hong Kong towards k-beauty and clinical actives, Singapore and Kuala Lumpur sit between the two.
Creators set their own rates, and you agree the brief, contract and fee with them directly, with no margin in between. The Creator List isn't somewhere to hire creators. It's the workspace creators use to manage deals they've already agreed, and if a creator you work with uses it, you review drafts, leave notes and approve the final cut there for free.
FAQ
Beauty influencers in Hong Kong: common questions
Treat the caption as an index, not a caption. Hong Kong shoppers search by product name, shade, skin concern and price, so those words need to sit in the first line and on the cover image rather than being implied by the visuals. Content written that way keeps pulling traffic long after the campaign window closes, and that tail is usually where most of the value ends up.
In Hong Kong the working vocabulary is KOL and KOC. A KOL is the larger, discovery-facing account; a KOC is the smaller one sitting closer to the buyer. UGC is not a local term at all, and typing it into a Hong Kong search bar returns the University Grants Committee. Write the brief in KOL and KOC and creators will recognise immediately what you are asking for.
It does. Summers are hot and humid for months and indoor air conditioning is fierce, so long wear, transfer resistance, sunscreen finish and anything that has to survive a walk to the MTR get tested hard in the comments. Ask for real wear time on camera instead of a first-application shot. Most Hong Kong beauty creators will offer that anyway, because their audience does not believe a swatch.
We are early, so the honest answer is not many yet. Everyone shown here opted in to be featured, so the names you see are people who chose to show their work rather than a ranking of the best-known accounts in Hong Kong.
No. These pages cover Singapore, Malaysia, Indonesia, Hong Kong, Thailand, Australia, New Zealand, Kuala Lumpur, Penang, Johor Bahru, Jakarta and Bangkok, and you can see featured creators in each market from the same place. The Creator List isn't somewhere to hire creators: it's the workspace creators use to manage deals they've already agreed, so you contact and agree work with a creator directly.
Yes. Sign up and you go straight into your workspace, where you manage the brand deals you already have: brief, agreement, drafts, client review, invoice and payment follow-up. When you set up, you can choose your niches and opt in to being featured on pages like this one.
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Creator work is bought in local terms here: UGC creators in Singapore and Australia, KOLs in Hong Kong, KOCs in Thailand. See the featured beauty influencers and what they charge. The Creator List isn't somewhere to hire creators; if a creator you work with uses it, you review drafts, leave notes and approve the final cut there for free.
See featured creators' workBeauty influencers in other markets