Singapore beauty brand ROMI lands in Hong Kong

Singapore beauty brand ROMI Beauty has entered the Hong Kong market, launching exclusively through Sephora.

The brand’s products are available online and at Sephora’s ifc mall store, with distribution expanding to K11 MUSEA on 16 March and Windsor House on 18 March.

Founded in 2022 by Arissa Cheo, Yoyo Cao and Lin Ting, ROMI focuses on “skin-first” beauty products designed to simplify routines through multitasking formulas that blend skincare and makeup benefits.

Their journey began with a collective desire to create a more streamlined and honest approach to beauty, one that honours the skin’s health as much as its radiance.

The brand’s "skin-first" philosophy is rooted in the founders' own lifestyles. For Cheo, the mission was deeply personal. Having sensitive skin herself, she set out to create gentle, high-quality formulas that soothe and respect even the most delicate complexions. For Cao, who is constantly on the move and travels frequently, the goal was to have a curated selection of makeup essentials that also deliver deep hydration.

For Ting, a mother of two who values mindful efficiency, the focus was on refining her beauty regimen with versatile, high-performing products that complement her busy schedule. Together, they realised that despite their different lifestyles, they shared a common desire to simplify beauty routines, with fewer steps, better formulas, and higher-quality products.

What began as a purposeful search for the perfect balance has since grown into a brand rooted in essentials that feel intuitive, effortless, and easy to incorporate into daily life. Seeking to bridge the gap between skincare and makeup, ROMI focuses on skin-nourishing formulas and multitasking products, with thoughtful and transparent ingredient lists. All products are cruelty-free and formulated without parabens, phthalates, sulphates, or synthetic fragrances.

ROMI positions its range as simple, everyday beauty essentials designed to support healthy skin while simplifying daily routines.

"We started ROMI to challenge the complexity of modern beauty routines, advocating for fewer steps, better formulas and an honest, open dialogue about what goes inside," the funders said. "That meant creating daily multitasking essentials that nurture the skin, whilst delivering on efficacy.

"Since launching in Singapore in 2022, we’ve been incredibly moved by how our community has embraced this skin-first philosophy, and we knew it was time to share it further. We are beyond excited to bring ROMI Beauty to Hong Kong and to demonstrate our ‘self-love as your first love’ ethos. Partnering with Sephora is a milestone for us, and we can’t wait for the Hong Kong community to discover ROMI."

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