Five trade associations band together to drive industry-wide transformation for the beauty and wellness sectors

New Beauty Services Competency Framework to attract and build a skilled and future-ready local workforce and ensure consistent service standards

(From left to right) Presidents of the five trade associations – Mr Simon Lee, Ms Tashi Goh, Mr Eddie Sia, Ms Rachel Tang and Mr Edward Wong, together with Minister of State for Trade and Industry, Ms Low Yen Ling at the launch of Beauty Services Alliance


SINGAPORE, 26 AUGUST 2020 – To uplift Singapore’s beauty services industry, five trade associations have joined hands to form Beauty Services Alliance (BSA), which launched a new Competency Framework today.


Led by BSA, and supported by Enterprise Singapore (ESG) and SkillsFuture Singapore, the Beauty Services Competency Framework (BSCF) aims to attract and build a skilled and future-ready workforce, and ensure consistent service standards.


Through this new initiative, the industry’s value-added is forecasted to increase job positions for locals by 30% in the next five years.


Beauty Services Alliance to uplift industry


The five trade associations were brought together by ESG to form the BSA, which was established though a Memorandum of Understanding on 30 July 2019. BSA conceptualises and formulates initiatives to propel the development and growth of the local beauty services industry. Additionally, it serves as a unifying body to represent the interests of an estimated 6,000 businesses in the beauty and wellness sub-sectors1 – comprising a mix of larger players who operate a chain, single-store establishments as well as freelancers.


At present, it is made up of members from Complementary Wellness Association International, Hair & Cosmetology Association Singapore, Nailist Association for International Licenses Singapore, Spa Professionals Association of Singapore, and Spa & Wellness Association Singapore.


“BSA was established to drive efforts that uplift the beauty services industry. As the industry continues its growth trajectory, it is timely for the trade associations to come together to address labour and talent challenges in order to build a future-ready workforce that is prepared to meet dynamic market demands,” said Simon Lee, BSA.


Mrs Kee Ai Nah, Executive Director for Lifestyle and Consumer, Enterprise Singapore, said, “The increased awareness and priority placed on one’s well-being has continued to stimulate the demand for beauty and wellness globally. The beauty services industry in Singapore is a large one, growing at a rate of more than 10% year-on-year. While COVID-19 has given rise to challenges for the industry, there remains strong demand for beauty services and leisure activities, which will potentially generate new and attractive opportunities for jobs and skills-upgrading for Singaporeans. The Competency Framework will help build a workforce equipped with progressive skillsets, so that Singapore will become one of Asia’s next beauty powerhouses.”


A stronger pool of local talent to meet changing customer expectations and support industry growth


Emerging trends that impact the beauty services industry include consumer preference for flexibility and personalised experiences, the availability of home-based smart beauty tools resulting in higher expectations of in-salon experiences, a demand for highly-skilled technical specialists, the increased importance of social media marketing and the growing awareness about sustainability.


At its current stage of development, the local beauty services industry faces two key challenges on the manpower front: (i) attracting local talent; (ii) upskilling workers to identify with emerging trends and embrace technology for better efficiency and service. Additionally, industry leaders see the critical need for more consistency in the customer experience delivered across all service providers.


To address these issues, the BSCF was developed as an integrated and holistic career pathways framework that will serve as a single reference point for all operators across the spa and wellness, beauty aesthetics, makeup, hair, and nails sectors. It is meant to band the industry together and strengthen their training capability.


From the perspective of more than 13,300 beauty services employees nationwide2, the framework allows them to make informed choices on employment opportunities, training, career development and progression. Career progression pathways are now clearly mapped out, covering 45 job roles across five tracks. The BSCF will promote skills mastery and lifelong learning amongst locals who wish to move up the ranks.


For employers, BSCF will help identify emerging skills required to build a future-ready workforce, and guide decision-making in recruitment, skills development and talent management. Overall, it will strengthen business capabilities.


Education and training providers will be able to take guidance from the framework to design courses and certifications in accordance to industry needs.


The BSCF shows how authorised training organisations (ATO) and professionals (masseurs, therapists, nail artist, hair stylist, makeup artist, etc.) can jointly participate to uplift the beauty services industry. As a single point of reference, the BSCF will unite all industry players and practitioners in proficiency and quality service standards.


For a start, ten organisations have committed to adopting the BSCF. The Alliance will continue to reach out to ATOs, employers, and professionals to raise awareness and drive adoption of the Framework.


“Jean Yip Group is pleased to be one of the early adopters of the BSCF and do our part to transform Singapore’s thriving beauty and wellness scene. We value BSA’s initiative in establishing industry standards through the newly launched Framework and we believe it will help other beauty services in recruiting and upskilling talents to future-proof their businesses. We are excited to see Singapore a step closer to becoming an Asian powerhouse for beauty and wellness services,” said Dawn Yip, Group Marketing and Business Development Director at Jean Yip Group.


Following the roll-out of BSCF, BSA will work closely with the various Government agencies such as ESG on other efforts to advance the beauty service sub-industries. These will include an accreditation system for training providers, an evaluation system for learners, as well as plans to raise awareness and drive industry-wide adoption of all initiatives.

1The statistics are for Hairdressing, Beauty and Other Personal Care Services category from Department of Statistics, 2018

2Employment data includes full-time resident employees aged 15 and over. Residents refer to Singapore Citizens and Permanent Residents. Data excludes full-time National Servicemen, part-timers and self-employed. The statistics are for Hairdressing, Beauty and Other Personal Care Services category from Comprehensive Labour Force Survey, Manpower Research and Statistics Department, MOM, 2018

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