The new VivoCity Beauty Aisle has taken a cue from department stores, grouping 11 famous beauty brands in a dedicated precinct.

The 11 retailers are Beauty by Nature, Forever Flawless, Crabtree & Evelyn, L’Occitane, Kiehl’s, Shu Uemura, Urban Decay, Yves Saint Laurent, Lab Series, Innisfree and Etude House.

Not only are the brands all in the same place for shopper convenience, but the precinct allows special events, beauty makeovers and promotions.

The concept launches this month with a plethora of special offers and promotions – including a $20 voucher for shoppers spending over $200 at any of the stores.

A photo contest linked to Instgram runs until November 22, and mini makeovers are scheduled from noon to 8pm this weekend (November 21-22) outside A|X Exchange to help build awareness of the new Beauty Aisle.