Creative and media agency Tilt has been appointed by Markato to spearhead the launch of Korean skincare brand WELLAGE in Singapore. Tilt will lead the brand’s content creation, social media, and influencer marketingefforts, marking a significant step in WELLAGE’s expansion across Asia.
Following its successful debut in Hong Kong-where it was ranked the top new beauty brand by total sales across all channels (NielsenIQ)-WELLAGE is entering the Singapore market amid a rising demand for K-beauty. Known for its dermaceutical-grade formulations and minimalist design, the brand will launch with 17 SKUs, exclusively at 48 Watsons locations, as well as online via Shopee, Lazada, and TikTok.
Tilt’s mandate spans end-to-end digital storytelling, including pre-launch buzz, influencer-led content, and ongoing campaign engagement to drive awareness, trial, and purchase both online and offline.
“The rise of K-Culture has transformed the beauty landscape in Asia. Singapore isn’t just a follower-it’s a trendsetter. WELLAGE is entering at exactly the right time,” said Subbaraju Alluri, Regional CEO, Tilt.
“We’re leaning into authentic creator voices-influencers who drive real decisions, not just polished visuals,” added Karn Singh, Group Creative Director, Tilt.
Brian Lo, CEO of Markato, noted, “Partnering with Tilt allows us to combine creative strength with multi-channel distribution through Watsons and leading e-commerce platforms. Together, we’re set to bring WELLAGE to a wider audience in Singapore.”
The campaign officially rolls out this August, with influencer content and digital storytelling launching across platforms in the lead-up and weeks following the release.
