Now you too can achieve that Instagram-endorsed Luminoso glow

Slowly but steadily, our local beauty retail scene is growing—in size, variety, and credibility. The newest addition landing this month is a cult favourite from the US: Los Angeles-born beauty brand Milani, an anticipated arrival that frankly has been a long time coming.

It may be a drugstore staple, but Milani prides itself on offering high-end, quality makeup for a reduced price. The unassuming label, stocked in American drugstores like Walmart, CVS and Ulta, first ricocheted onto the global beauty radar with a single baked blush in the shade Luminoso. Back in the heyday of YouTube (ie. Before Instagram), beauty vloggers raved endlessly about the natural glowy flush the blush created; non-sponsored, good ol’ word-of-mouth got people curious about what the brand had to offer.


Luminoso Baked Blush

Since then, it’s been nothing but an uphill climb as they’ve expanded their range of baked and powder blushes, lipsticks, and eyeshadows, even venturing into the foundation game as well.

When the brand launches officially in Watsons on May 3, you’ll be able to pick up the award-winning Baked Blush ($17.35) itself, along with bestsellers like the Rose Powder Blush ($19.50), Amore Satin Matte Lip Crème ($19.50), and the Make it Last Setting Spray ($21.70). Of the 29 foundation shades offered globally, only 12 are launching here for the debut—find your match in the cult favourite Conceal + Perfect 2-in-1 Foundation ($21.70) and the Conceal + Perfect Foundation Stick ($21.70).

As with most international brands that make its foray into Singapore, Milani won’t be priced as cheaply as it is in the US; but hey, beats paying for shipping.


Milani Cosmetics launches on May 3 exclusively at selected Watsons stores, and online from mid-May.