Kiehl’s Boys (Singapore) was formed in year 2007 during a Kiehl’s event. You often see them in front the store during special event. The idea came from the brand manager, Michelle Chew, who wanted to inject excitement into customers’ shopping experience by having the Kiehl’s Boys approach to offer them with product samples or personalized consultation. They are now the brand ambassador for Kiehl’s.
In short answer: They are a bunch of friendly, fun-going and happy people who want to share the goodness of Kiehl’s to everyone.
Below is an article on 8-Days about the Kiehl's Boys. (Click to read about them)