She was a former beauty editor and now edits the world’s beauty products for Net-a-Porter. Ultimate beauty insider Newby Hands tells us what customers really want

<a href="https://www.net-a-porter.com/us/en/">Net-a-Porter</a> has always been known as an online luxury fashion destination but five years ago, it dipped its toes into beauty. Launching with just 11 beauty brands in 2013, it became the first online global retailer to stock luxury beauty. Today, <a href="https://www.net-a-porter.com/us/en/d/Shop/Beauty/All?cm_sp=topnav-_-beauty-_-topbar&amp;pn=1&amp;npp=60&amp;image_view=product&amp;dScroll=0">Net-a-Porter Beauty</a> has grown tremendously and now stocks over 220 brands ranging from big names to niche ones.

The woman spearheading the success is Newby Hands, beauty director of Net-a-Porter. To mark the 5th anniversary of the beauty category, Hands was in Singapore recently to share never-before-revealed trends and data from the global portal. With customers from over 170 countries, Net-a-Porter has an extensive overview of what women buy.&nbsp;As it turns out,&nbsp;Singaporeans, just like in almost everything else they do, are perfectionists when it comes to beauty.

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“The Singaporean woman is very impressive,” says Hands. “She loves her skincare, loves maintaining porcelain skin and is very knowledgeable.”

Singapore Beauty&nbsp;Bestsellers on Net-A-Porter

Meso Infusion Overnight Micro Mask, 111SKIN

HD Perfecting Powder, Chantecaille

Flawless Finish Micro-Powder, Charlotte Tilbury

Beauty Stamp, Nurse Jamie

Embroidered silk eye mask, Slip

Lip Cheat Lip Liner, Charlotte Tilbury

The<a href="https://www.lofficielsingapore.com/fashion/balenciaga-net-a-porter-capsule-collection-demna-gvasalia-now-available-online"> Balenciaga </a>customer, for one, loves her labels &ndash; both in fashion and beauty &ndash; and tends to buy top brands like <a href="https://www.lofficielsingapore.com/beauty/tom-ford-makeup-singapore-introducing-eye-color-quad-eyeshadow-palettes-collection">Tom Ford Beauty</a> and <a href="https://www.lofficielsingapore.com/beauty/best-matte-liquid-lipsticks-review-new-burberry-liquid-lip-velvet">Burberry Beauty</a>.

The <a href="https://www.lofficielsingapore.com/events-and-parties/chloé-boutique-opening-marina-bay-sands-singapore-jeanette-aw-nellie-lim-carmen-ow-inch-chua">Chlo&eacute;</a> customer, on the other hand, prefers to keep her beauty regime as clean and simple as her wardrobe. She opts for natural skincare and haircare products from brands like Tata Harper, Sunday Riley, Aurelia Probiotic Skincare and Rahua.&nbsp;

To complement her always edgy outfit, the <a href="https://www.lofficielsingapore.com/fashion/zoe-kravitz-and-lennon-gallagher-lead-new-saint-laurent-fall-2018-campaign">Saint Laurent </a>customer has to have her smoky, metallic eye makeup and dark red lip. And it needs to be flawless, so tools like the Beauty Blender and Artis Brushes are a must.

It&rsquo;s clear that there are various types of Net-a-Porter women, but according to Hands, something they all have in common is that while they love beauty and want results, they are also open to discovery and experimentation.

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“The Net-a-Porter woman trusts us a lot and I think that’s one of the key things about shopping online — that you have to trust,” says Hands. “Not just the brand, but the people there too.”

Net-A-Porter's Beauty Director Newby Hands Talks Trends and Bestsellers

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