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Kelicia Ong · SingaporeMichael Collins · SingaporeKieshell · New ZealandKieshell · New ZealandMichael Collins · SingaporeMichael Collins · SingaporeMichael Collins · SingaporeKieshell · New ZealandMichael Collins · Singapore
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Kelicia Ong · SingaporeMichael Collins · SingaporeMichael Collins · Singapore
Kelicia Ong · SingaporeKieshell · New ZealandBeauty influencers in Johor Bahru
Johor Bahru beauty sells to two price lists at once. The causeway brings Singapore shoppers who compare SGD shelf prices against ringgit, while the local audience around Jalan Wong Ah Fook and the mall belt buys on its own terms, so a creator has to be clear about which buyer they are talking to. Halal certification is checked on camera, not assumed.
Open spot
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No beauty influencers featured in Johor Bahru yet
Nobody is featured for beauty in Johor Bahru yet. Creators can opt in to being featured when they set up their workspace.
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What works
Beauty content that performs in Johor Bahru
- 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 Johor Bahru: common questions
Quote your fee in MYR and state the shelf price the creator should show. Singapore viewers crossing for a deal convert ringgit in their heads, and naming both numbers does the comparison for them. Agree the exact price and any promotion in writing before filming, because a stale figure on screen is the fastest way to lose that audience.
Plan around it rather than through it. A creator or product entering from Singapore can lose an hour at the crossing, and holiday periods are worse, so the buffer belongs in the call time rather than the edit. One location per day is the practical rule, and morning shoots clear the crossing before the afternoon build-up.
Yes, and it arrives with its own product questions. Scalp and haircare under daily tudung wear, long-wear base in humidity, and alcohol-free skincare are ordinary purchases here rather than seasonal lines. Ask which of them the creator already covers, send the claim wording you can substantiate, and let it sit inside a routine instead of a feature.
Creators set their own rates based on the format, production effort and usage rights. Review the rate and agree the scope directly with the creator; paid-ad usage generally costs more than organic-only because it extends where and how long the work can run.
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 Johor Bahru.
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