The Beauty World area was a popular shopping area among Singaporeans in the 1970s and 1980s. However, it lost its sheen to the newer glitzy malls in Orchard as well as the bigger suburban malls located along or besides an MRT station built in the 1990s where there is a larger catchment population.
The area got a boost when the Government announced that Beauty World will have a train stop along the Bukit Timah Line (renamed as Downtown Line). Beauty World MRT station started operations in 2015.
The opening of the Beauty World MRT station piqued developers’ interest in the area. Several sites were sold since 2017 as developers are keen to tap on the potential of the area.
The Beauty World area transformation received another piece of good news when the Urban Redevelopment Authority revealed its draft Master Plan in 2018. The land use zoning around the MRT station was changed. The site across the MRT station is rezoned as an Integrated Transport Hub (ITH). Such integrated developments are favoured by buyers for the seamless connectivity to a MRT station and bus interchange and a mall. This ITH is one of the many plans to rejuvenate the Beauty World area.
The site was launched for sale in June 2020 under a Concept Price Tender. Only selected key development sites under the Government Land Sales programme are sold via a Concept Price Tender. This underscores the strong emphasis the Government is placing on the transformation of the Beauty World area. This ITH is a piece of the puzzle that is taking place in the area together with the Rail Corridor, Green Corridor and the Coast-to-Coast trail.