Beauty World Plaza Collective Sale at S$165M

Beauty World Plaza Is Up for Collective Sale at S$165 Million, With Approval for Up to 108 Serviced Apartment Keys

The Business Times | Perspective | 14 October 2026

Beauty World Plaza, an eight-storey mixed-use development on a 24,817 sq ft site in Bukit Timah, is up for collective sale at S$165 million, or S$2,231 psf of gross floor area, said real estate advisory firm ETC. Preliminary approval has been granted for serviced apartments in the residential component, which could accommodate about 108 keys.

S$165m
Guide Price

S$2,231
Psf Of Gross Floor Area

24,817 Sq Ft
Site Area

About 108
Serviced Apartment Keys

The Sale

ETC announced the sale on Tuesday 13 October. The eight-storey property has commercial shops on the first three floors, residential flats above and an open terrace on the fourth floor. The development is on 999-year leasehold land zoned for commercial and residential use, with a gross plot ratio of 3.0 under Master Plan 2025.

ETC, the sole marketing agent, is conducting the sale through a public tender that closes at 3pm on 19 November.

Serviced Apartments and Asset Enhancement

Preliminary approval has been granted for serviced apartments in the residential component, which could accommodate about 108 keys based on a minimum unit size of 35 sq m, said ETC. Swee Shou Fern, head of investment advisory at ETC, said: “Beyond a conventional redevelopment play, the buyer can also consider asset enhancement for the existing development.”

She added that the property’s proximity to educational institutions enhances its potential for hospitality, serviced apartment, co-living and other accommodation concepts catering to academia.

AsianPrime PerspectiveThe pitch here is not a standard condo redevelopment. A buyer paying S$2,231 psf of GFA would be underwriting either a conversion to serviced apartments, with a preliminary approval already in hand, or an asset enhancement that keeps the shops. That is the same shift we have been tracking in commercial sites that are adding homes and accommodation, covered in Why Singapore Commercial Spaces Are Redeveloping to Add Homes and in URA’s review of gross floor area guidelines. For residential buyers in the area, a 999-year leasehold plot is a long-dated asset, but redevelopment timing depends on the tender result and approvals.

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Frequently Asked Questions

What is the Beauty World Plaza guide price?

S$165 million, or S$2,231 per square foot of gross floor area, according to ETC.

What can be built on the site?

The site has a gross plot ratio of 3.0 and is zoned for commercial and residential use. Preliminary approval has been granted for serviced apartments of about 108 keys in the residential component.

What is the tenure?

999-year leasehold.

When does the tender close?

At 3pm on 19 November. ETC is the sole marketing agent.

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Sherry Tang · AsianPrime Properties · CEA Reg. R020241C · Agency Licence L3010623G