Italian Skincare Secret World of Beauty Extends to Southeast Asia with Singapore Hub

SINGAPORE – World of Beauty, a revered Italian dermocosmetic brand known as a best-kept secret in the global beauty industry, is extending its focus to Southeast Asia, with Singapore serving as its new regional headquarters. With a heritage spanning 56 years, the brand is celebrated for its science-backed, nature-respecting products used in top clinics, salons and spas worldwide.

A World of Beauty facial treatment, part of a refined skincare routine for healthy, radiant skin.

Founded in 1969 by Florence Guardigli, the company pioneered a revolutionary approach using only natural active ingredients derived through a cold-extraction method. This technique preserves the full potency of each ingredient, a philosophy that has allowed World of Beauty’s products to stand the test of time in the ever-changing beauty world. The brand boasts a wide range of 220 eco-friendly, sustainable, ethically-sourced, organic, and vegan products that are free from parabens, PEGs, and synthetic colorants.

World of Beauty’s products are known for their ability to treat multiple concerns at once, simplifying complex skincare routines. The formulations feature microbiome-safe ingredients, enriched with thermal spring waters and fermented plant extracts for hydration without irritation. The brand also offers a unique, needle-free facial treatment known as Carboxy-Lift, a world-first non-synthetic CO2-based protocol.

Jamululur Nectar Wrinkle-Filler Cream is an advanced wrinkle-filler cream featuring natural active ingredients.

In preparation for the company’s 60th anniversary, the move to establish a regional hub in Singapore is a strategic one. Joyce Tirindelli, the brand’s third-generation female CEO and granddaughter of the founder, highlighted Singapore’s appeal. “Singapore is a wonderful choice for us as it is a cosmopolitan city that is well-respected in the region for its strict regulations for healthcare and products,” she said. “We exhibit often in the beauty exhibitions in Singapore, through which we have found many great regional partners.”

Joyce, who has expanded the brand’s range to include advanced haircare treatments under the JSKIN line, hopes to continue her grandmother’s legacy. “I hope to continue the legacy of my grandmother and share her vision to help every person achieve the best skincare and well-being through what we do.”

World of Beauty products are available in Singapore at 40 salons and online at www.wbcosmetics.com. The brand offers a free personal skin consultation to customise unique and effective skincare routines for each individual.