SKiNEED picks creative agency ahead of Singapore launch

Skincare brand SKiNEED has appointed Singapore-based creative agency Tilt to lead its brand strategy, content and social media as it prepares to launch in Singapore.

The appointment covers SKiNEED’s brand strategy, website, content and social media for its Singapore debut, with Tilt also supporting the brand as it looks to expand into other markets across the region.

SKiNEED is a new skincare line developed by Erabelle, with its initial range focused on skin repair and restoration. Products include a Vitamin B5 and Cica Serum, Vitamin C and Resveratrol Concentrate, and Ceramide Peptide moisturiser, with further products planned.

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The brand is scheduled to launch in Singapore in October 2026.

"We didn't want to launch SKiNEED the way every other skincare brand launches. Tilt understood that and built that into their approach," said Simon Gu, general manager at Erabelle.

“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," added Subbaraju Alluri, CEO at Tilt. 

The appointment comes as Tilt continues to work across strategy, creative and digital for brands in Asia.

SKiNEED joins Titl's roster of new wins, including MSIG Insurance where the agency was appointed to lead creative direction for the brand's year-long marketing campaigns. The agency has also partnered up with skincare brand Wellage and Kapa Design Collective in 2025. 

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