Before starting the multi-brand Singaporean beauty retail chain Novela back in 2013, its co-founders Ben Lin, 39, and Eugene Tay, 34, did n’t have any plans of carving out an , entrepreneurial career based on skincare and perfumes.
Fast forward to now and they’ve got seven shops around Singapore. Novela has gained analogies to other well-known beauty stores like Sephora, Olive Young, and Sasa and is a well-known look at homeland stores like , IMM, Tampines 1 and Waterway Point.  ,
They’ve done but by doing stuff a little bit different , – by stocking up on “emerging and market businesses” you might not find anywhere else.
While Novela companies well-known counter brands that are available elsewhere, for as , Sulwhasoo, SK-II, Estee Lauder, La Mer and La Prairie,  , it also carries religion companies that may be lesser-known but have also found acceptance because they have strong Fedex, according to Tay.  ,