EXPLORE HŌRA
HŌRA first came about in late 2018, when a group of beauty aficionados from RICE Consultancy Pte Ltd, were casually discussing notions of beauty in the local context. It quickly dawned upon them that many people perceive beauty as a fixed, singular ideal rather than a fluid state of being. With beauty now highly commoditised today, its true meaning has been warped by fierce promotions of cover-ups, modifications and miracle quick fixes.
Mature women face constant pressure to venture into anti-ageing; teenage girls spend pocket money and hours on makeup that makes them look 5 years older; those in the middle are left feeling like there is nothing meant for them in the market.
Everyone seems to be chasing after one common yet unidentifiable standard of beautiful, when really, beauty should be benchmarked differently for each and every individual. Beauty is timeless in definition. Beauty exists in every season of life. And beauty is at its peak in its most naturally occurring form. It was high time for beauty to be reframed and restored.
While we knew there were already wonderful beauty brands advocating for similar causes, they knew that a unified effort had to be made in order to truly make a difference.
Many of these brands were also scattered across the globe and difficult to access from the sunny little island of Singapore. They decided to boldly embark on a journey to source for such great brands, who made great products, that fell in line with their core beliefs about beauty. These products, when consolidated together, would become mechanisms through which they would champion the timelessness and organic nature of true beauty.