Singapore has rapidly adopted the western trend of purchasing online and cosmetic is one industry that is reaping benefit from it. An increasing need for comfort among consumers is a prime reason for increasing online cosmetic sales. In mid-2012, there were more than 4 Million internet users representing 75% of the total population. With growing internet usage and changing work lifestyle, the online shopping culture has grown in the country. Generally, consumers in Singapore purchase branded products online as there is no fear of quality in case of branded products. There are a number of popular online portals selling branded cosmetic products in Singapore.