Singapore Beauty Startup Romi Expands to Hong Kong Through Sephora Partnership
Singaporean skincare brand Romi has officially launched in Hong Kong through an exclusive partnership with beauty retailer Sephora, marking the company’s first international expansion since its founding in 2022.
The carefully selected product line became available at Sephora’s flagship location in IFC Mall Central and through their online platform, with additional rollouts planned for the K11 Musea store in Tsim Sha Tsui and the Causeway Bay Windsor House location in the coming week.
Prior to this expansion, Romi maintained operations solely within Singapore, operating both a physical storefront at Takashimaya Shopping Centre on Orchard Road and an e-commerce presence.
Brand Origins and Philosophy
The company was established by trio Yoyo Cao, Arissa Cheo, and Lin Ting, who named their venture after the Latin phrase meaning “dew of the sea.” Their approach centers on simplifying complex skincare regimens while prioritizing skin wellness above all else.
Each co-founder brought personal skincare challenges that shaped the brand’s direction. Cao, working as both fashion influencer and business owner, required portable, hydrating essentials for her travel-heavy lifestyle. Cheo’s delicate skin demanded gentle yet premium formulations, while Ting, juggling motherhood responsibilities, needed adaptable products that fit seamlessly into hectic daily routines.
Product Innovation and Clean Beauty Focus
Romi’s offerings emphasize dual-purpose formulations that blur the lines between skincare and cosmetics, featuring cruelty-free compositions free from parabens, phthalates, sulfates, artificial fragrances, and gluten.
Their flagship product, the Dream Skin Tint priced at HK$300, exemplifies this philosophy by functioning as both tinted moisturizer and sun protection while delivering soothing, hydrating, and tone-evening benefits through ingredients like Camellia sinensis leaf extract, niacinamide, sea buckthorn, and vitamin E.
The Hong Kong launch portfolio also encompasses a nourishing lip oil with glossy finish, an intensive overnight lip treatment for damaged lips, a brightening sunscreen with calming properties, and a versatile toner-serum-mist hybrid enriched with multipeptide technology.
Strategic Market Selection
According to Cao, Hong Kong was chosen as the brand’s inaugural international market due to striking consumer similarities with their Singapore base. Both markets feature busy, achievement-oriented, well-educated customers who travel frequently and prefer natural-looking makeup aesthetics in similar hot, humid climates.
The founders noted that consumers in both regions demonstrate sophisticated knowledge of beauty and skincare products, show openness to emerging brands, and increasingly embrace clean beauty principles within robust retail beauty ecosystems.
“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,” Cao stated.
Founder Background and Future Plans
The founding team’s relationship dates back to 2015 when they collaborated on Carte Blanche X, a now-defunct multi-brand e-commerce platform that featured labels including Erickson Beamon, Mawi, Anton Heunis, Sass & Bide, and Sretsis. Their professional partnership evolved into both personal and business bonds over the years.
Looking ahead, Romi plans to expand into additional Asian markets including mainland China, Japan, South Korea, and Thailand as part of their broader regional growth strategy.