SINGAPORE, Aug. 11, 2026 /PRNewswire/ -- At Connex-C Asia 2026, jointly hosted by the Society of Cosmetic Scientists (Singapore) (SCSS) and the Lee Kong Chian School of Medicine, Y.O.U presented its latest R&D achievement: the exclusive SUNBRELLA™ PhotoshieldX technology. Y.O.U R&D Scientist Zoey Long attended the conference's panel discussion, themed "The Future of Sunscreen Formulation," as a panelist, where she shared Y.O.U's vision for tropical suncare that moves beyond UV protection toward daily skin management.
Amid Southeast Asia's year-round UV exposure and humidity, consumer expectations for suncare have evolved beyond high SPF. As a brand born in the tropics, proven in the tropics and committed to solving tropical skin concerns, Y.O.U developed SUNBRELLA™ PhotoshieldX to meet these region-specific needs. This 100% bio-based shield delivers photodamage protection through three complementary actions: intercepting UV and broad-spectrum light, supporting soothing repair and helping inhibit excess melanin formation. Together, these actions are designed to enhance protection before damage begins.
In an interview with Y.O.U at the conference, Ming Jie Tan, President of SCSS, also said: "Consumers look beyond SPF alone. Texture and how well a product suits their skin type matter just as much, since these factors determine whether they can use it consistently without irritation."
At the panel, Zoey elaborated on how SUNBRELLA™ PhotoshieldX would reshape daily routines. "PhotoshieldX exhibits UV protection efficacy comparable to that of certain conventional chemical UV filters, and significantly improves skin feel to make everyday suncare more comfortable and reassuring. And by enhancing the skin's intrinsic resilience against photodamage, this technology will transform the passive, external physical and chemical UV shield into an active daily partner that works together with the skin," she stated. "The technology will be progressively integrated across Y.O.U's sunscreen portfolio and, in the future, will also extend into photoaging skincare, sensitive-skin repair products and skincare-driven color cosmetics."
At the conference, Y.O.U also showcased to Singapore consumers its latest SUNBRELLA™ Acne Shield Light Sunscreen SPF 40 PA++++ with 50% Aloe Water and multiple Acne Shield ingredients, and SUNBRELLA™ Sakura-Niacinamide Sunscreen Gel SPF 50+ PA++++ with 50% Sakura-Niacinamide, ceramides and a Hyaluron-Centella-Peptide complex.
These innovations are underpinned by Y.O.U's dual-laboratory R&D system: the Singapore lab focuses on mechanism research and technology development, while the Indonesia lab evaluates efficacy on Southeast Asian skin. This approach supports effective, climate-adaptive skincare.
Through its participation in Connex-C Asia 2026, Y.O.U reaffirms its commitment to science-backed suncare research, and will continue to bridge academic research and real-world needs.
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Beyond SPF: Y.O.U Presents New SUNBRELLA™ PhotoshieldX Technology at Connex-C Asia 2026 to Redefine the Future of Tropical Skincare
The strategic partnership enables seamless digital integration between MICE and hotel operations, strengthens MHR's Where Business Connects proposition, and expands access to qualified MICE opportunities.
SINGAPORE, Aug. 11, 2026 /PRNewswire/ -- Millennium Hotels and Resorts (MHR), a global hospitality leader with a portfolio spanning key destinations worldwide, has entered into a Strategic Partnership Program agreement with HXE in Singapore. The partnership combines MHR's global hospitality network with HXE's digital MICE platform to create new opportunities for corporate meetings and events while supporting the growing demand for seamless, technology-enabled event planning.
The collaboration reinforces MHR's Where Business Connects proposition by strengthening the group's visibility among HXE's extensive corporate and MICE customer base. Participating MHR hotels will gain access to HXE's platform, tools and client network, while HXE will support the sales journey from lead generation and enquiry management through to follow-up, enabling hotels to focus on conversion and seamless event delivery.
MHR's international portfolio of more than 145 properties across 80 destinations, combined with HXE's network of over 150,000 hotels and venues and more than 400,000 corporate clients, creates a complementary ecosystem designed to connect qualified demand with global hospitality expertise. Together, the partnership aims to improve how business events are sourced, managed and delivered while creating greater value for planners, hotels and corporate customers.
"China's outbound MICE sector continues to present significant commercial opportunities, as corporates and associations increasingly look for trusted hotel partners that can support their business needs across international destinations," said Cinn Tan, Chief Commercial Officer, Millennium Hotels and Resorts. "Our partnership with HXE strengthens our ability to capture qualified demands from the leading MICE sourcing platforms, while creating an additional channel to drive meetings and events business across our global portfolio. This collaboration supports our Where Business Connects proposition by connecting high-intent planners with our hotels, meeting spaces and destination expertise, helping us convert more opportunities and deliver stronger value for our owners, partners and clients."
The partnership supports MHR's broader strategy to strengthen its position within the global meetings and events ecosystem while supporting HXE's continued international expansion. By combining MHR's global hotel portfolio and destination expertise with HXE's technology platform and corporate network, both organisations aim to create a more connected, efficient and commercially effective MICE ecosystem for customers worldwide.
"HXE regards MHR as an agile and forward-thinking digital partner for global hotel groups amidst the rapid evolution of hotel MICE trends. The collaboration between HXE and MHR could truly initiate a seamless digital integration of MICE and hotel operations for MHR, enabling MHR hotels to be native to the complete scenarios of digital customer acquisition, service, and offline experiences. Furthermore, it enables HXE's massive corporate customer base to reach hundreds of MHR hotels across 80 major destination cities globally, such as Singapore, New York, Los Angeles, London, Paris, and Dubai, with an efficiency 5 times faster than standard international hotel and meeting sourcing methods." said Liang Yang, CEO, HXE.
The Strategic Partnership Program will commence in August, with both organisations working together to drive qualified MICE demand across selected Millennium Hotels & Resorts properties globally while delivering greater value to meeting planners, corporate clients and hotel partners.
Media assets can be found here.
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Millennium Hotels and Resorts Partners with HXE to Strengthen Global MICE Business Through Digital Innovation
Millennium Hotels and Resorts Partners with HXE to Strengthen Global MICE Business Through Digital Innovation
