Shopping Time: BHG Singapore Beauty Hall celebrates 1st Anniversary

Transforming the department store shopping experience, BHG celebrates their first anniversary since embarking on their three-year reinvention journey with All Things Beautiful, a limited-time-only shopping experience in celebration of BHG Beauty Hall’s first anniversary. Running from 19th to 24th November, experience shopping in BHG Bugis in a new light, as the department store gets decked out in neon lights and photo booths, a DIY sanitiser bar, an ice cream claw machine, and all-day high tea treats at The Marmalade Pantry Petite.

As part of the first anniversary celebrations, BHG Bugis welcomes brand new in-house cafe The Marmalade Pantry Petite to the floor. Integrated into the store as a picture-perfect spot for a break from shopping, The Marmalade Pantry Petite isn’t just an expansion from its flagship brand; the menu at BHG Bugis serves up unique items, and in future, even co-conceptualise and sell thematic food and drinks that tie-in with store events and brand launches. On the regular menu, the cafe serves up a selection of desserts such as tarts, sweet and savoury waffles, and sandwiches, served along with innovative drinks and fresh brewed coffee.

From now till 19 November, purchase Priority Access Passes to All Things Beautiful to enjoy exclusive deals and activities happening in-store from 10am to 11pm. Priority access passes are split into the following tiers:

○ $1200 worth of beauty credits

○ 2 x Early Access Tickets on 19th November 2021 (Friday)

○ 1 x Afternoon Tea Set from The Marmalade Pantry Petite* (worth $54)

○ Welcome Gift Pack

○ Mystery Beauty Gift (worth up to $789) with brands such as The History of WHOO, Honeyworld and

○ $575 worth of beauty credits

○ 2 x Early Access Tickets on 19th November 2021 (Friday)

○ 1 x Pastry Set from The Marmalade Pantry Petite* (worth $15)

○ Welcome Gift Pack (worth up to $50)

○ $220 worth of beauty credits

○ 2 x Early Access Tickets on 19th November 2021 (Friday)

○ 1 x complimentary beverage from The Marmalade Pantry Petite* (worth up to $8.50)

○ Welcome Gift Pack (worth up to $40)

*Valid for dine-in or takeaway for 6 months from date of issuance.

Additionally, shoppers will also be receiving a beauty bag that includes iconic cult favourite beauty & wellness products (worth over $750) with a min. $600 nett spend.

Be sure to enjoy the numerous complimentary services for you to enjoy while you shop, including free demonstrations, consultations and even free makeup services by brands like Chanel, YSL, The History of Whoo and Skinceuticals. What’s more, shoppers can commemorate this special shopping experience with a pal at the self-help photo booth, complimentary for VIP pass holders. 

Plus, be sure to treat yourself and your besties at the Bulla Ice Cream Claw Machines, before customising your own scented hand sanitiser at the Walch sanitiser station. Co-organised by Atome, you can even spin a wheel of fortune when you use Atome’s buy-now-pay-later scheme, and stand to win AirPods!

BHG is also introducing plenty of tech into the shopping experience. Refreshing the way that shoppers can learn about products and get recommendations with digitalisation and automation, BHG is reintroducing Lift & Learn counters with new features that enables shoppers to build their own beauty regime personalised to their beauty concerns and preferences. 

Select the featured product that addresses your beauty concerns, lift it up and receive recommendations customised to your needs via the interactive screen. You can even take home free samples and receive a complimentary obligation-free trial.

And if you don’t have time to come down personally? You can still experience BHG Bugis with a virtual tour experience, powered by Atome. The site shows an overview of the floor map and the respective locations of the brands available in stores. With just a simple click, shoppers can explore the different brands available at BHG Bugis as well as what participating brands (in pink) has to offer during the event from 19th November to 24th November ranging from demos, hair analysis, a sticker bar and sample kits.

For a limited time, there will also be special promotions across various brands such as Estee Lauder where you can receive a gift with purchase worth $191 with $240 spend and NARS where you will receive 10% off with purchase of any any NARS beauty products and an additional 10% off if you spend over $100 at NARS. Check out the participating brands such as Shiseido, Clé de Peau Beauté and more.

All Things Beautiful runs from 19th to 24th November 2021. Visit  to book your passes now. Check out the virtual tour here

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