The BEAUTYLANE Story

By Janet Lim

I love pretty things: flowers and nature more than anything else.

The journey started when my late father opened a flower shop in Siglap Market when Singapore was an island full of beauty and greenery. Growing up as a child by spending much time in the shop and being surrounded by natural beauty of the kampong days left a deep and lasting impression on me. I knew then, at an early age of 16, that I want my working life to be involved with beauty – in a major way.

I started selling perfume and cosmetics door to door before embarking on apprenticeships learning the beauty trade with two beauty salons. Having acquired the necessary knowledge and skills, I started my own beauty business in October 1990. BEAUTYLANE was born ... a cosy two cabin salon.

Like all start-ups then and now, I had to take care of marketing (distributing first trial free facial vouchers outside Parkway Parade Shopping Mall and streets at weekends and flyers to HDB blocks after business hours), pursuing a beauty diploma during business hours on weekdays while providing beauty treatment services to those newly found customers from 7pm till late daily.

Memories of my first walk-in pedicure customer in the early 90's are still fresh in my mind. After a five minute chat and consultation, she put her tired feet into the vibrating foot spa containing a few drops of lavender essential oil. That was followed by an hour of pampering treat with cuticle work and foot scrub/foot massage and a bright red varnish on her pretty shaped nails. When the session was completed, she was a satisfied customer, became a good regular client and we became good friends till now, just like many of my other customers.

BEAUTYLANE is now located right in the heart of historical Katong Village along the East Coast Road ......with '3 generations' reaching into the thousands of loyal clientele.

It has been a wonderful journey so far, made possible by the many wonderful and supportive customers as well as loyal staff members along the way.

BEAUTYLANE celebrated its 21st birthday in October 2011 and I very much look forward to the next 21 years in what has been a lifelong dream and passion of mine since those early formation days when I was thrilled by all things beautiful ...

Vision And Mission

Our vision is to enable every customer to look and feel beautiful from within...

Our mission is to consistently pamper our customers with our loving devotion & care!