WELLAGE picks agency to craft digital-first entry into SG market

WELLAGE, a Korean skincare brand under Hong Kong-based distributor Markato, has appointed creative and media agency Tilt to spearhead its content, social, and influencer marketing as it launches in Singapore. 

Tilt, a subsidiary of HM International Holdings Limited, will lead end-to-end digital storytelling from pre-launch awareness to influencer-led content and post-launch engagement aimed at driving trial and conversion both in-store and online.

WELLAGE’s campaign will champion unfiltered beauty and skin-first self-care, with influencer content and branded storytelling rolling out across platforms in the lead-up to the official August launch.

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“We’re excited to partner with Tilt to launch WELLAGE in Singapore, riding the powerful K-beauty wave into a market that sets trends across the region,” said Brian Lo, CEO of Markato.

“By combining Tilt’s creative expertise with Markato’s distribution across Watsons and e-commerce, we’re bringing the best of Korean skincare to even more consumers," he added. 

“As someone who has led global beauty brands like P&G for over a decade, I’ve seen firsthand how brand building has evolved in Asia. The rise of K-Culture has completely redefined beauty codes,” said Subbaraju Alluri, regional CEO at Tilt.

“Singapore, as a regional hub, doesn’t just follow trends, it shapes them. WELLAGE is entering the market at the perfect time," added Alluri. 

Karn Singh, group creative director at Tilt, added: “We’re in an era where perfection is just a swipe away. But the true breakthrough for a brand today lies in realness, not retouching. Our strategy leans heavily into creator voices, those authentic, everyday influencers who inspire real purchase decisions.”

The appointment follows WELLAGE’s successful entry into Hong Kong, where it was ranked the #1 new beauty brand across all channels by total sales in the last 12 months, according to NielsenIQ. For its Singapore debut, the brand will roll out 17 SKUs exclusively at 48 Watsons stores and online via Shopee, Lazada, and TikTok Shop.

The appointment also comes on the heels of Tilt's recent wins including KAPA Design Collective where the agency was chosen to lead its integrated social media strategy and creative development. 

In addition, the agency will aim to strengthen KAPA’s brand presence across digital platforms and connect with discerning homeowners looking for design-led, wellness-focused home solutions.

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