Heartland Discoveries – ibeauty

I’m starting a new category on my blog called Heartland Discoveries. These days, especially nearing the end of the year, I do get a fair bit of requests for advertorials and reviews. While it’s great that big international brand names are recognizing the importance of social media and starting to really value what the average women on the street feel about their products and brand, somehow I feel that in this social media race, the heartland stores also known as the “mom and pop” stores could be left in the dust. Since I’m proudly Singaporean and more than 80% of the population in Singapore lives in HDB estates, I think it’s only fair that other than doing reviews for big brand nanes, I should take time to discover some heartland small businesses.

There are times where travelling to the city with the exorbitant parking and ERP rates as well as the maddening crowd can be pretty daunting. And it’s times like this where I find comfort in the HDB estates!

ibeauty is probably as heartland as you can find. They have 2 outlets located in Toa Payoh and Ang Mo Kio central. The Ang Mo Kio branch I went is absolutely what you call “a hole in the wall”. The entrance is so obscure that it probably takes awhile to find it if you are heading there for the first time. Unless you stay at Ang Mo Kio and want the convenience, I feel that the Toa Payoh branch is much bigger!

Take off your shoes at the entrance and up a flight of stairs you go!

It’s really a no frills place but if you have an aching back and just want relive without needing the bells and whistles then this is probably right up your alley. They have a whole range of massage options but I decided to go for the chinese deep tissue massage. The hour passed by really quickly as the therapist worked her way around my body and kneading all the kinks away.

Other than just massage, they also do a full range of services from facials to dermabrasion to slimming treatments and even makeup!

Despite ibeauty being ‘a hole in the wall’ spa, They use tried tested and loved products such as V10 Plus serums which Fann Wong has claimed to be an essential part of her usual beauty routine.

I had a beautiful relaxing start to my weekend with ibeauty’s full body massage as the first programme on my one of my lazy rainy days. Above, you can see photos of me with the ibeauty therapists 🙂

If you stay near Ang Mo Kio or Toa Payoh and would like to give the friendly neighborhood spa a try or if you are looking to get immediate relief without having to jostle with the crowds in the malls, do try out their first timer deal!

A full body massage is only $48!!

For more info on their other services, you can visit the ibeauty website.

Toa Payoh Branch
HDB Toa Payoh , 186 Toa Payoh Central 310186
Tel: 6259 1789

AMK Branch
(Please use the back entrance to access Level 2)
HDB Ang Mo Kio , 704 Ang Mo Kio Avenue 8 560704
Tel: 6552 1789







Since I’m on the topic of heartland discoveries, here’s an application for your iphone or ipad that’s very useful for Singapore.

You can download and try Streetdirectory App (ver 4.0)
This App will save you time and money getting around and finding businesses in Singapore!

Some exciting features include,

– The most up-to-date Singapore maps
– Comes with Free Offline Maps
– Directions by Car, Taxi, Bus & MRT
– Traffic, Bus timing & ERP pricing information
– Bus arrival time
– Tap on map for Building Directory information
– Support iPhone 5

With the newest version, you even get Free Offline Maps for major cities in Asia (Singapore, Malaysia, Indonesia, Philippines & Hong Kong)! Handy for your vacations!

Best of all, it’s free so it will be an app worth trying out!


Leave a Reply

Your email address will not be published. Required fields are marked *

fourteen + 19 =