ZULA
ZULA is a Singapore-based digital media platform and YouTube channel focused on lifestyle, beauty, fashion, and personal perspectives, primarily targeting millennials. It is part of the TSL Media Group, one of Singapore's largest hyperlocal media publishers.[1]
Background and founding
ZULA was launched in early 2017 as a platform to empower Singaporean millennials, particularly women, by sharing relatable stories and providing knowledge for informed life choices. It aims to create an inclusive community for bold, multifaceted Asian women to share experiences and insights.[1][2]
Content and themes
ZULA covers a wide range of topics, including:
- Lifestyle: Personal growth, life advice, and everyday experiences.
- Perspective: Personal essays and relationship stories (e.g., long-distance relationships, coping with loss)
- Beauty: Product reviews, tutorials, and new launches (e.g., August 2025 beauty releases)
- Fashion: Trends, style guides, and brand collaborations (e.g., Crocs x Samsung Galaxy phone cases)
The platform is known for its heartfelt narratives, such as a feature on a Singaporean mother coping with the loss of her husband.[3]
Parent company and sister brands
ZULA is a sister brand of TheSmartLocal (TSL), founded by Bryan Choo in 2013. TSL Media Group is Singapore's largest new media publication, with over 220 employees as of January 2023.[1][2] Other sister brands under TSL include:
- Eatbook.sg (food-related content)
- MustShare News (digital news and viral content)
- TelegramCo (Telegram channels network)
- Wiki.sg
ZULA contributes to TSL's broader initiatives, such as campaigns promoting social values and racial harmony.[1]
Audience and reach
As of 2025, ZULA has 16.9k followers on Instagram and 39.1k followers on TikTok.[4][5] While the site’s core focus is on female readers, approximately 40% of its audience is male. This gender balance suggests that while much of ZULA’s content is designed with women in mind—fashion, beauty, health—there are topic areas, storytelling styles or presentation formats that also resonate across genders.[6]
The demographic reach is heavily weighted toward millennials: readers in their 20s and 30s are the primary audience. The site appeals to those looking both for aspirational lifestyle content and actionable advice—styles that combine relatability with aesthetic and editorial appeal.[6]
In terms of content distribution, ZULA leverages its YouTube channel, social media (Instagram, Facebook, etc.), and its website as integrated platforms. This multi-platform strategy helps ZULA extend the reach of each piece of content: for example, video content may be promoted via social media to drive traffic back to the site, while lifestyle or beauty tips might be cross-posted in abbreviated or visual formats to fit the strengths of different platforms. (Note: specifics of which platforms and exact proportions are not publicly detailed in the referenced sources.)[6]
Initiatives
- Community Building: ZULA fosters connections through shared experiences, such as stories on long-distance relationships.
- TSL Expansion: With the acquisition of X10 Media in 2024, TSL strengthened its regional media tech capabilities, indirectly supporting ZULA's growth.[1]
References/Citations
- ↑ 1.0 1.1 1.2 1.3 1.4 “About Us” ZULA.sg. n.d. Accessed 1 September 2025.
- ↑ 2.0 2.1 “TheSmartLocal (TSL) Media Group” Wiki.sg. n.d. Accessed 1 September 2025.
- ↑ “My Husband Died In A Crash While I Was Pregnant” ZULA.sg, 4 September 2023. Accessed 1 September 2025.
- ↑ "@zulasg" Instagram. n.d. Accessed 19 September 2025.
- ↑ "zulasg" TikTok. n.d. Accessed 16 September 2025.
- ↑ 6.0 6.1 6.2 "Zula" 18hall. n.d. Accessed 16 September.