Reverie on the Hill seeks 500 creators for community-driven retail

The skincare studio values user-generated content over traditional ads.

Reverie on the Hill (ROH), Singapore’s first creator-led retail concept at Dempsey Hill, aims to bring in more than 500 active creators by the end of the year as it expands its product lineup and brand partnerships.

“After managing millions in marketing spend for various retail campaigns, one metric stood out: authentic user-generated content and reviews consistently outperform flashy ads,” ROH founder Gene Kwok told Singapore Business Review.

“At the same time, I saw how hard it is for product brands to seed authentic reviews at scale, and how creators struggle to monetise consistently,” he added.

ROH, a boutique skincare studio and creator-powered retail space, was built around the idea that authentic, user-generated content is more powerful than traditional advertising. Launched in July, the store provides personalized facial treatments, including deep-cleansing facials, barrier-repair therapies, and noninvasive skin care services.

It combines physical retail with digital engagement, offering a space where creators can test products, share feedback, and earn rewards for participation.

For brands, the model provides a way to enter the market without hefty listing fees, whilst for shoppers, it promises a “more authentic, community-driven way to discover products,” Kwok said in an emailed reply to questions.

ROH accepts creators of all sizes, from nano to established influencers, through applications on its website. “There is no minimum follower count because we believe everyone has a sphere of influence,” Kwok said.

Accepted members get access to curated product drops, discounts, affiliate commissions, and brand collaborations. ROH runs a tiered membership system: the Storyteller tier offers a 20% discount for one to two approved content pieces per month, whilst the Curator tier gives 30% off for three or more monthly posts.

An invite-only Reverie Black Card will soon be introduced for top creators and tastemakers, offering exclusive benefits such as early product access, private event invitations, and partner perks.

Shoppers are also included through the Dreamer tier, which gives 5% discounts, early sale access, beauty newsletters, event invitations, and rotating “Brand of the Month” offers. 

“We wanted ROH to feel like a clubhouse for creators rather than just another retail shop,” Kwok said.

ROH integrates digital interaction with in-store shopping. Customers can scan QR codes on products to access reviews, post content, and earn commissions when their recommendations lead to sales.

The company plans to boost its curated product range from 200 to 300 items and expand brand partners from 40 to 50 by year-end. Underperforming products will be cycled out to ensure freshness and credibility. “This ensures freshness, credibility, and constant discovery for our shoppers,” Kwok said.

The collection covers beauty, wellness, and lifestyle, with future additions based on creator popularity and audience interest.

Brands seeking placement must submit applications including product samples, which are assessed for quality, differentiation, and market potential. Items are first seeded with creators to test traction before being onboarded fully. Instead of charging listing fees, Reverie earns margins from product sales.

Kwok described Singapore as an ideal launchpad for creator-driven retail. “Traditional spaces struggle to stay relevant while e-commerce lacks the tactile, community feel,” he said. “Singapore is the perfect lab to merge discovery, content, and commerce into one loop before scaling to larger Southeast Asian markets.”

“Singapore is small but influential. It’s the region’s testing ground: a digitally savvy, creator-rich market with high consumer sophistication,” he added.