Most collaborations between Singaporean brands follow a tired formula: limited-edition tote bags, forced hashtags, and a vague plea to “support local.” The IN GOOD COMPANY x ROMI BEAUTY pop-up at ION Orchard (9–25 May 2025) does none of that. Instead, it plays out like a masterclass in brand synergy—one that reveals why some partnerships resonate while others feel like marketing afterthoughts.
The Generational Divide in “Buying Local”
Walk into any Singaporean boutique today, and you’ll hear some version of the same appeal: “We’re homegrown—support us!” But data suggests that the message only goes so far. While Gen X shoppers proudly buy local (48% purchased from Singaporean brands last week, per Amazon), Gen Z lags behind at just 34%. Yet these same young consumers are Singapore’s most prolific spenders—66% will splurge on premium dining experiences without hesitation (Yahoo Finance).
The takeaway? Younger shoppers don’t care about patriotism; they care about products that justify their hype. That’s where this collab thrives.
A Partnership That Makes Sense (For Once)
ROMI Beauty—the minimalist label co-founded by Arissa Cheo and Yoyo Cao—brings its cult-favourite Dream Skin Tint and the new Lip Treat Oil in Mauve Moon to IN GOOD COMPANY’s sleek flagship space. The pairing works because both brands speak the same design language: quiet luxury with zero pretension.
Where other collaborations feel transactional, this one feels intentional. ROMI’s “skin-first” makeup aligns perfectly with IGC’s gender-neutral Modern Fluidity collection—imagine the Dream Skin Tint’s barely-there glow on someone wearing IGC’s perfectly tailored jumpsuit. Even the promotional mechanics (a free Square Pocket Shopper with purchase, tiered discounts) feel like natural extensions rather than desperate grabs for attention.
Why Other Local Collabs Fall Flat
Too often, Singaporean partnerships rely on hollow appeals to hometown pride. (See: cringe-worthy slogans, merch that looks like National Day Parade rejects.) IN GOOD COMPANY x ROMI sidesteps all of that by letting their shared aesthetic do the talking.
The pop-up doesn’t scream “WE’RE FROM SINGAPORE!” It whispers “You’ll wish you thought of this first.” That distinction matters—especially for Gen Z shoppers who’d rather drop $50 on a Lip Treat Oil because it’s cool and less because it’s local.
The Bottom Line
As IN GOOD COMPANY celebrates its 10th anniversary at ION Orchard, this collaborative pop-up offers something refreshingly rare: proof that Singaporean brands can transcend geography and compete on pure product merit.
Visit the IN GOOD COMPANY x ROMI BEAUTY pop-up (ION Orchard #B1-06, until 25 May 2025) to see how it’s done. And if you miss out on the Cloud Puff applicator? Consider it a lesson in why the best collabs sell out fast.