Tilt appointed to lead brand strategy and social for new skincare brand SKiNEED

Singapore-based creative agency Tilt has been appointed to lead brand strategy, content and social media for SKiNEED, a new skincare brand launching in Singapore.

Where much of the category is shouting instant, miracle and overnight, SKiNEED is built on the opposite premise: a considered position in a market used to promising everything in days.

The initial range focuses on repair and restoration, including a Vitamin B5 and Cica Serum, a Vitamin C and Resveratrol Concentrate, and a Ceramide Peptide moisturiser, with further products to follow.

Tilt’s mandate covers brand strategy, website, content and social media for SKiNEED’s debut in Singapore, introducing the brand to a category that rarely stops to explain itself. The appointment also supports SKiNEED’s ambition to expand into other markets across the region.

“Every skincare brand talking to women right now is shouting the same thing. SKiNEED doesn’t compete on speed. It’s built for people who want something that respects their time, not just their money,” said Subbaraju Alluri, CEO at Tilt.

“We didn’t want to launch SKiNEED the way every other skincare brand launches,” said Mr Simon Gu, General Manager at Erabelle. “Tilt understood that and built that into their approach.”

SKiNEED officially launches in Singapore in Oct 2026, with further details to follow closer to launch.