Inspired by the Spanish word for “Novel”, NOVELA is built on the belief that true beauty is not just about outward appearances but encompasses elegance, intelligence and knowledge derived from books.

Much like the quill featured on the logo, NOVELA aims to empower consumers with smart beauty tools and a delightful selection of products to enhance one’s beauty inside out.  The consumer retail affiliate of Henatenn Holdings, NOVELA is Singapore’s first-and-only homegrown beauty retailer that has assembled beauty brands worldwide to form a “one-stop-shop” beauty solution.

NOVELA’s systematic analysis of the latest emerging trends, coupled with its ability to source for up-and-coming brands, instantly enables it to deliver a global range of authentic products catering to consumer needs.  Its innovative membership-based retail concept has over 300,000 users, and continues to grow in tandem with its constantly increasing line-up of products to meet the evolving needs of consumers.

As part of NOVELA’s target, new outlets at Novena Square, Waterway Point and Bugis Junction will open in Q3 2021, to establish 15 concept stores islandwide. With expansion plans for Malaysia, Indonesia and Thailand, its strategy will include continuously acquiring niche brands and cult classics worldwide for the regional market and beyond.

As a consumer-centric brand, NOVELA's new store concept is conceived after extensive consumer research to curate the best experience for beauty lovers. As if stepping into the serene woods with gentle sunlight streaming through, the clean, minimalist concept store offers shoppers peace of mind and a temporary destress haven.

Featured brands found in NOVELA includes Estee Lauder, Lancome, BIOEFFECT, MARVIS, FILORGA and Hibi. 

Novela International Pte Ltd

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