The affordable C-beauty brand lands at Wisma Atria with a playful new collection, expanded shade ranges, and a sleek store experience designed for international fans.

JOOCYEE, the buzzy C-beauty brand making waves on social media, has officially gone global. On 21 July, the label opened its first-ever international flagship at Singapore&rsquo;s Wisma Atria, bringing its full range of makeup and exclusive collections to a standalone space outside of China for the first time.
A sibling brand to fellow viral favourite Judydoll, JOOCYEE has had a quiet presence through select Watsons stores. But the launch of a full boutique marks a major moment &mdash; both for the brand and for beauty shoppers in Singapore, who now get a firsthand look at the entire JOOCYEE universe.
To mark the debut, the brand is dropping Happy Me Day!, a boutique-only collection featuring a Gloss, Multi-Purpose Cream, Eyeshadow Palette, and Glazed Rouge Lipstick &mdash; each available in a range of flattering shades. Prices range from S$16.90 to S$48.90, and here&rsquo;s the kicker: Singapore is getting the launch first before the rest of the world. A rare win for us in this part of the globe.

ow, let me just say this: what JOOCYEE does really, really well &mdash; and why I keep reaching for their stuff &mdash; is nailing that sweet spot between affordability and aesthetic. You look at the price tag and assume it&rsquo;s just another drugstore brand, but then you open a palette or swipe on a lipstick and suddenly you&rsquo;re like... hold on, this feels luxe. The packaging is solid, the formulas hold up, and nothing feels flimsy or cheap. It&rsquo;s beauty that&rsquo;s fun, functional and doesn&rsquo;t come with the guilt of falling in love with a S$48 highlighter you&rsquo;ll only use twice.
And for my fellow glossy lip obsessives &mdash; please, do yourself a favour and check out the new Crystal Glosses. Cooling metal tip. Insane shine. It&rsquo;s giving Y2K glow-up but with 2025 sensibilities. As C-beauty continues to rise in popularity, JOOCYEE&rsquo;s entry into Singapore is more than just a store opening &mdash; it&rsquo;s a statement. And judging by this first outing, it&rsquo;s a confident one.

JOOCYEE Opens First International Store in Singapore With Boutique-Exclusive Launch

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