The best local indie brands with stylish and affordable finds

By now, you might be well acquainted with many of our local businesses. You know the names – those that command waitlists for their hyped-up collaborations or those known for dropping special releases for their viral bags. And while we love seeing the support that many big-name local labels are getting, we are just as equally excited when we find a label that is still under the radar. 

The mushrooming of more independent businesses and retail concepts since the beginning of the pandemic – most of which operate in the virtual space – is undeniably fuelling this thrill of discovery among shoppers. After all, there’s nothing quite like scoring an item from small-scale businesses before everyone else gets wind of it.

In that spirit, we have collated over 20 independent businesses – ranging from labels making bold artisanal accessories to beauty brands with more conscious backstories – that you want to get to know.

WACKY WEARS

Who’s behind it: Run by sisters Liyana and Iwani Hashim, Wacky Wears was launched in August 2020. Initially, it started out as an earrings brand before rebranding into the Wacky Wears that fans now know and love. Liyana runs the brand full-time, while Iwani works as a product designer in addition to co-managing Wacky Wears.

“Originally, we dabbled in selling earrings, even though neither of us wore them at the time. It was more of a way to support our daily expenses during university,” said the duo, who prefer to respond as a collective. “Looking back, we realised that our ‘why’ wasn’t particularly strong, which is why the earrings phase of Wacky Wears became unsustainable.” Meanwhile, Iwani had been illustrating on the side and had thoughts of sharing her artworks as prints or incorporating them into apparel, like T-shirts. When she pitched this idea for a rebrand to Liyana, they came up with a proper plan and decided to take the leap.

What to expect: Everyday streetwear staples with a healthy dose of positive affirmations. The tees and caps feature comforting slogans such as “Good days are coming to you” and “Rest, reboot & repeat”. The brand largely operates on a pre-order basis: it starts by collecting orders first, then the items go into production and are sent out to buyers once ready. This helps it prevent dead stock, thus reducing unnecessary waste. The retail model also allows it more room to experiment with styles, colours, and designs that its customers love.

Where to get it: Check out its website.

MARGO MANNER

Who’s behind it: The brains behind Wacky Wears have brought another project to life, this time with a focus on female apparel. Real-life sisters Liyana Hashim and Iwani Hashim, who are graphic designers and product designers respectively, bond over their shared love for art and creativity to release Margo Manner’s first official launch in January 2025.

What to expect: If the abbreviation MM (Margo Manner) looks familiar to you, that’s because it’s WW (Wacky Wears) flipped on its head. Though an extension of the house brand, the sisters have a separate identity for Margo Manner in mind.

They wanted to appeal more to the feminine side of art, exploring other techniques and more traditional art forms such as watercolours, as compared to the graphic illustrations and introspective messages that are Wacky Wears’ forte. The elements scanned and printed on its apparel are hardly random. Quite the opposite, they are meticulously well thought out to represent everyday objects we tend to overlook or take for granted, which is especially true of its ‘Beauty Around Me’ drop.

To see the world through the eyes of the pair is a shared experience only the wearer can perceive. Despite being the new kid on the block, Margo Manner has big plans; the biggest ones include its wish to empower local creativity in the scene and the desire to work with local artists for future collection drops.

Where to get it: Shop its range online.

SKIN+BONE

Who’s behind it: Graphic and merchandise designer by day and artist by night, founder of Skin+Bone Andrew Ng, 30, started his business as a requirement for a school project. Clinching a good grade for it, he decided to take a leap of faith in 2020, and the rest was history (although, in this context, he’s bringing it back to life).

What to expect: A blast from the past, Skin+Bone is a local streetwear brand that aims to evoke fond nostalgic memories targeted at millennials and older Gen Zs who miss a slice of their childhood. Whether a familiar animated series, game, or food item from childhood, Ng wants to recreate them all. More than just throwing sentimental elements together, Ng has a satirical sense of humour that he injects into his designs. Ng says, “For example, my collection of ‘Bad Company’ started off trying to highlight how these big companies were subliminally adding ‘bad’ habits into our childhood treats, like ‘smoking’ candy cigarettes and getting sugar ‘high’ on milk.”

From ideation to production, Ng takes matters into his own hands. Even figurines that he designed are airbrushed and painted by hand, so no two are ever alike. Expect tees and jerseys ranging from $50–$80, and display figurines from $40 to satiate your appetite for collectibles. As conversation starter pieces, he leaves no stone unturned. From writing the copy down to perfecting the 1990s iconic sticker pack packaging that his tees come in, Ng pours his heart into his work for you to take a trip down memory lane.

Where to get it: Take a nostalgic ride and shop his range online.

PROJECTSLACKSSS

Who’s behind it: Exposed to fashion and streetwear from a young age, since primary school, Dzakir always had a dream of starting his own business within the industry. Now, he is living that dream by running Projectslacksss.

What to expect: Launched in 2023, Dzakir’s brother-in-law was his inspiration and also the one who introduced and shared his passion for streetwear, as he often frequented Japan for work.

Dzakir’s designs are influenced by his appreciation for the hardcore scene, with jorts, caps, jeans, and graphic tees on heavy rotation at Projectslacksss. Running his online business alone, he has one goal: to make his items affordable and accessible for anyone who wishes to dress well.

Expanding his designs across a myriad of genres and scenes, Dzakir refuses to be boxed into a set category. With plans to explore more streetwear designs that spill into skateboarding, breaking, and even more feminine-centric ones, such as denim skirts and baby tees, one can expect fresh drops as he experiments with differing fabrics.

From drafting his sketches to producing his items, Dzakir has self-taught these skills through online masterclasses and is definitely one of the emerging brands to watch.

Where to get it: Shop his range at occasional pop ups or online.

Cruddy

Who’s behind it: Now run by two best friends, Vanessa Han and Oh Shu Wen (both 29 and prefer to go by Van and Shu), Cruddy was initially founded by Van in 2017 and currently focuses on the creative side of things. She later partnered with Shu, who now takes charge of business-related matters and enquiries.

What to expect: Having found a love for streetwear when she was just 17, Van always knew she wanted to start her own brand. She craved designing a new look for graphic tees, as the scene was traditionally masculine-centric and appeared ‘too fierce’ for her liking. During the peak of the pandemic in 2020, things got serious. As she began taking on client projects, Cruddy grew into something more than just a side hustle. Working with big names such as Uniqlo for their UT collection, merchandise for cafes like Double Up Coffee, and a mural and exclusive T-shirt for the Singapore Kindness Movement, her humble business expanded beyond graphic tees.

Despite building an impressive portfolio in such a short span of time, Van’s down-to-earth demeanour and cheery personality don’t let her forget her original craft, which is simply to create. Cruddy’s in-house line now boasts a wide range of wearables and stationery, including tees, caps, bottles, bags, and sticker packs, often featuring Greg (the mascot). Han believes anyone can draw and has the potential to produce art, even without experience.

When asked what makes Cruddy unique, she has one explanation: “It’s special because it’s me.” Spoken like a true artist without airs, Van, backed by her dear friend Shu and a team of talented creatives, channels a positive outlook towards life into its work and hopes to incorporate it into its 2025 launch.

Where to get it: Find Greg stocked at Open Door Store in Tai Seng, occasional pop ups, or online.

POOLS

Who’s behind it: Pools is helmed by artist and freelance graphic designer John Fan, with support from Goh Zhong Ming and Debbie Lee of Konstrukt Labs. “In the year leading up to starting Pools, I was doing a lot of personal work and felt that there was a lot of ‘dead space’ that comes with solitary work,” explains Fan. “This led me to believe that engaging in a community-based project could be a fulfilling way to complement my independent practice. It was also a great medium for connecting with my peers and local creatives I followed on Instagram.”

What to expect: Barely a year old, this “for-fun T-shirt project” is exactly that. The tops are designed by a rotating roster of artists, and each drop – or ‘series’ as it’s referred to by the team – is produced in limited quantities. Check out its wicked collaborations with artists such as @lunch.666, @brozm, and @liuyiohno. Homegrown silk screen printing outfit Konstrukt Labs handles the production.

Where to get it: Check out its site.

EPIC

Who’s behind it: Self-taught fashion designer Donna Chua, who is currently pursuing a degree in computer science at Nanyang Technological University, started the brand around the middle of 2020. “Epic is not only a cacophony of eccentric and unique clothing, but a product of my infinite exploration of personal ideas and inspirations,” she says. “Epic’s range is limitless in expression, style, and medium. There’s no saying what’s coming next.”

What’s the business about: This subversive Y2K-centric label prides itself on being a brand that creates wearable art. Indeed, designs such as tank tops, corsets, and baby tees are adorned with DIY artworks that are airbrushed, hand-bleached, or hand-painted. More recently, the label has turned one of its signature motifs – tribal tramp-stamp-inspired tattoos – into a series of semi-permanent tattoo kits using jagua ink.

Where to get it: Head to its website.

LUCKY HAND

Who’s behind it: Helmed by Jebson Tan, 48, Lucky Hand is one of his two latest ventures and subsidiaries of The Lucky Clan. You may also know him as the brain and founder behind The Corner Shop (Zha Huo Dian / 杂货店).

What to expect: Despite opening in 2016, Lucky Hand recently underwent a rebrand and makeover from the original Lucky Shop, which launched in 2008. Inspired by his appreciation for classic Cantonese movies and illustrations, he decided to incorporate this into a “East meets West” aesthetic.

The team at Lucky Hand says: “It is a journey through time and culture. It seamlessly blends chinoiserie elegance with the rebellious spirit of urban fashion,” and that “the brand tells nostalgic stories through graphic storytelling and intricate designs, breaking boundaries while honouring tradition.”

Expect tees, bags, vests, and sweaters ranging from $25 to $149. If you enjoy being transported back to 1980s Hong Kong, subtly reminiscent of a Wong Kar-Wai film, then Lucky Hand will be right up your alley.

JOB’S HEN

Who’s behind it: See above

What to expect at: Officially launched in April 2024, Job’s Hen is far from your regular shop. Instead of exploring themes of nostalgia, Job’s Hen isn’t afraid to stir things up by reminding one not to take life too seriously. When asked about what makes this newest addition to The Lucky Clan different from the rest of its ventures, its team is unhesitant: “The brand thrives on humour and irreverence, making streetwear a canvas for pop culture satire.”

Where to get them: Explore its full range online or visit in person at The Corner Shop at #03-16 Far East Plaza.

NAOUU

Who’s behind it: Business graduate Denyse Oh started the label in 2020

What to expect: No-frills ’90s-tinged wardrobe perennials such as camisoles, flare pants and mermaid skirts that let you channel your inner Charmed sister. The brand also focuses on being ethical and sustainable by producing its designs locally and making sure that each design is made-to-order and produced in small batches of 25 pieces.

Where to get it: Add your items to cart at its e-commerce site.

URBANIZED CO.

Who’s behind it: Junissca Tantono and Malcolm Sim started the business during Covid-19 from an extra bedroom space. Tantono heads the product development, marketing and publicity, sales, operations, and customer service aspects of the business, while Sim handles the accounting and data analysis. Since then, its team has grown to four.

What to expect: A stylish athleisure brand based in Singapore, with product categories spanning activewear and loungewear. The brand prides itself on offering inclusive product ranges that cater to Asian bodies as well as petite and plus-sized customers. Even its colours are said to flatter different skin tones.

Where to get it: Shop online on its e-commerce site.

ruby merlot

Who’s behind it: Jiwahn Han, 23, who has been residing in Singapore since the age of five, developed an interest in fashion after being exposed to it beyond borders. Her background at the School of the Arts, Singapore, studying visual and fine arts, has provided the foundation for her business, honing her skills in conceptualising creative projects. She is currently a Business Administration student at the National University of Singapore. Inspired by the well-dressed attendees at Fashion Week during her overseas exchange in Europe, she is now channelling that inspiration into her own venture.

What to expect: Gym in the morning, school next, and a party at night? Ruby Merlot has got you and your day covered. It fits everything a girl might need throughout a typical day – and more. The Classic Ruby Bag is destined to be a staple piece in everyone’s wardrobe.

For the hustlers and go-getters, like the owner herself, Ruby Merlot is made for opportunists with a keen eye for fashion. Unlike mass-produced bags, Han strives to carve her own path and make a name for herself in the industry by being different.

How so, you ask? By combining bold colours, special fabrics like suede, thoughtful functionality, attention to shape, an extra roomy interior, massive side pockets for your emotional support bottles, and D-ring hooks for important keys, all while looking tres cute and versatile enough to pair with any outfit.

Designed for herself but made with you in mind, Han wants to empower the female community and for her designs to be the “forever plus one” in their fit plans. Watch her space for her next drop, coming as soon as mid-2025.

Where to get it: Shop her designs in person at Cerise Bagels in Golden Landmark or online.

STILNOOK

Who’s behind it: Temasek Polytechnic apparel design and merchandising graduate Fiona Ng started the brand in 2020 amidst the pandemic as a creative outlet. “It allowed me to explore various crafts. I first learned about natural dyeing in my fashion design course and wanted to pursue it further after graduation,” says Ng, who has experimented with natural dyeing, braiding, and shashiko stitching (a form of Japanese embroidery using a running stitch) techniques.

What to expect: Pouches, bags, and accessories – all of which are lovingly handmade with a distinctive wabi-sabi aesthetic that features raw and textural elements. For instance, hobo bags and crossbody sling bags feature artistically crinkled fabric. The brand also focuses on textile exploration and uses organic materials such as onion peels, rust pigments, and wood for its creations. A piece of good news for fans: It is currently exploring expansion into a clothing line.

Where to get it: On its e-shop.

PLOOK PLOOK

Who’s behind it: Powered by the creative couple Jodie Poh and Benjamin Lim, Plook Plook is their material baby, born from their shared passion for photography and design, which requires all hands on deck. It opened its virtual doors in March 2024.

What to expect: With an overflowing trunk of ideas, what began as a romantic gesture on Lim’s part—when he gifted a self-designed plant pot to Poh, who has green fingers – evolved into a profitable business in the homeware field after recognising its potential as a side hustle. Set out to incorporate functionality in its designs, its 3D-printed solutions offer clever details that are sure to address everyday inefficiencies with an aesthetic spin. Think planters with concealed drip trays that not only look chic in any space but also prevent messy spills, without the unsightly plastic plates.

Looking for a housewarming gift? Browse its range of pre-styled potted plants if you are short on time. Its ‘Pillars of Joo Chiat Lamp’ series is also one to watch, capturing the essence of Peranakan heritage and the warm memories of the founders’ childhood. You can expect to find Plook Plook’s in-house creations ranging from $8 to $300, catering to every budget. When asked about future plans, the couple hopes to continue their artistic exploration across other fields by providing unique solutions tailored to individual needs and requests. Just as ‘Plook’ translates to ‘plant’ in Thai, and is described as an onomatopoeia for water draining, the couple hopes to be a multifaceted duo that excels in any space.

Where to get it: Shop its range in person at Sojao in Joo Chiat, occasional pop ups, or online.

BIFOLK ESSENTIALS

Who’s behind it: Two brothers, Aniq Harith, 26, and Akiff Asyraf, 32, had a vision — to offer a choice of prescription-based sunglasses that allow you to take on the world with style. And so, Bifolk Essentials was born. Launched in December 2024, the duo has worked on this project to merge fashion with an everyday essential.

What to expect: No more fumbling with an extra item; Bifolk combines shades and spectacles within a single frame, so you get the best of both worlds. The brand pays homage to a vibrant past era dating back to the 1980s, boasting retro designs and colours that still emphasise the importance of simplicity and versatility for everyday wear.

Unlike any other eyewear brand, Bifolk only operates on a product drop basis. Any glasses that are sold out will not be restocked. Its exclusivity is well understood, with the pair pouring their creative process for each launch into an artistic exhibition designed to tell a story.

More than just an accessory, the kind of eyewear you choose has the ability to change your entire look. Fashion has long been a passion for the brothers, with Virgil Abloh and Kanye West being their biggest influences.

Through Bifolk, their art has been able to shine through, becoming an outlet for them to express their thought processes and complex ideas in material form, hoping to break through boundaries amidst the hustle and often stifling local art scene.

Where to get it: Explore more online.

claycat

Who’s behind it: Claycat is the brainchild of Zoey Lim, who runs the business full-time. “The business started as a hobby, and I was putting everything I made on sale. People started to catch on to my work, and I’ve never been happier or more honoured by the encouragement I get from people admiring my work.”

What to expect: If pastelgore is on your aesthetic vision board, then Claycat, which was started in 2021, is a must-see. The brand is known for its handmade, head-turning accessories – think pendants made to resemble mushrooms pulsating with eyeballs, or voluptuous vampire lips and pierced lungs, all strung together with pastel beads and crystals.

Where to get it: Via its Instagram account

YEA I MADE IT

Who’s behind it: Faith Teo, a psychology student at the Singapore Management University, who also models part-time. “I started out doing shoe customisations, where I was digitally designing and hand-painting shoes. When 2021 rolled around, I decided to revamp my brand and redesign everything from scratch,” she says. “I picked up knitting and crocheting in 2021 as a hobby and decided to focus on the handcrafted aspect for the next chapter of my brand. In 2022, chunky and abstract necklaces were taking the world by storm, and I loved the way they looked. That was when I decided to try to make them myself. I ended up doing a soft launch online and I was blown away by how much love and attention they were receiving.”

What to expect: Tropicore-meets-Y2K accessories such as oversized floral necklaces and crystal-beaded bracelets. The brand started off selling shoes in 2020 during the peak of the pandemic before it rebranded in 2021 to become a maker of statement costume jewellery. Today, it is adored for its necklaces in particular.

Where to get it: On its Instagram page.

DillyDalllyDally

Who’s behind it: Dion Lim, who also freelances as a photographer and videographer  

What to expect: Founded in 2022, the large focus of this brand is on wood-accented jewellery. More recently, it has gone into making fluffy crocheted bags and accessories. Contrary to how most brands own a signature item or look, Dillydallydally is one of the few that are constantly evolving. While the brand creates adorably squishy bags and wood-themed accessories that may be perfect for your next concert fit, Dillydallydally is always about keeping the product mix fresh as it works to slowly introduce new styles.

Where to get it: On its Instagram page.

OBJECTS OF MASS DISTRACTION

Who’s behind it: Charlene Kuah, who also freelances as a copywriter. Kuah says that a lot of her work involves “elevating and re-contextualising things that people may not immediately find beautiful or even worthy of a second look.” Yet, when she pairs two mismatched rocks with pearls to form a pair of earrings, they are bound to garner more than a second look.

What to expect: Founded in 2020, Objects of Mass Distraction is a multidisciplinary studio specialising in jewellery and lifestyle products, including incense holders and charms for Crocs. These are made entirely from found objects and natural materials like stones and seashells from locales ranging from Trapani, a city on the western coast of Sicily, to East Coast Beach. No two designs are ever alike, because while other creators work with pre-produced parts such as beads or charms, the brand sources materials straight from Mother Nature.

Where to get it: Enquire through its Instagram page.

KOPI TOAST

Who’s behind it: Another brand birthed amidst the circuit breaker of 2020, Kopi.Toast is the brainchild of PR account coordinator Kwang Shi Ying, who is a self-professed lover of jewellery even before she made her first piece. What started as a hobby to pass the time became a small business that has slowly built up a following on Instagram.

“It’s hard for me to encapsulate Kopi.Toast’s brand in a single descriptive word because I believe that my designs are a balance between uniqueness and approachability,” she says. “Each collection released is intentionally designed to offer something for everyone, regardless of whether one gravitates towards simplicity or a bolder design. It’s versatile enough to be worn for casual, everyday wear or more dressed-up, special occasions.”

What to expect: Silver and beaded jewellery that is infinitely versatile, as one can wear a piece on its own and make as much of a style statement as when layering several designs together. In particular, the designs are perfect for those looking to imbue their looks with a certain Y2K vibe. The brand uses a multitude of materials, including strings of pearls and edgier chains, to piece together its creations. Each piece is topped off with a variety of charms, such as winged hearts or stars bearing sad smiley faces.

Where to get it: Its Instagram page

GIVE THIS CRAP

Who’s behind it: Run by Melissa Tan and Glenda Tang, who are also the brains behind creative agency Two Sleepy Heads Creative Studio.

What to expect: Quirky and unique lifestyle products and gifts that promise the illicit a chuckle from your recipient. Perhaps the biggest differentiator for Give This Crap‘s products is that you never know what you might find. From jarred poetry and cute socks to tiny messages rolled up into pill capsules and a card game to decide whether you’re in a ‘situationship’ or relationship, there’ is no telling what novel ideas you can get here.

Where to get it: Its e-shop 

Sara Street

Who’s behind it: Artist and graphic designer Sara Ho started the business in 2020. “The things I create are primarily a way to keep my inner child alive and less about marketability, and this longing for nostalgia probably stems from the desire to relive a time when life was free from the responsibilities and stress (that come with adulthood),” says the 33-year-old.

What to expect: If you dig fluffy anthropomorphic critters, you’ll dig Sara Street. The label’s signature motif is a rabbit with a permanently grumpy face named Laura. The merch fleshing out Laura’s world spans stickers, art prints, keychains and soft toys – which are all handmade. At once kawaii and twee, here’s a label that makes cool the blitheness of girlhood (and it started before NewJeans).

Where to get it: Find Ho’s creations online. 

Around Gallery

Who’s behind it: The space is founded by longtime pals Cheryl Kook and Angeline Toh. Kook is an artist and had been hosting pop-up shows in various locations over the years, but decided to build a space of her own to run them more effectively. Meanwhile, Toh is a graphic designer who handles the branding and marketing of Around Gallery.

What to expect: Around Gallery is a shop-slash-gallery space. Central to the curation of the shows and wares here is a desire to recreate the feeling of discovering a friend’s treasure trove. Think illustrations by local and international artists, a selection of risograph works, and collectables like sticker sets, keychains, clips and washi tape.

Where to get it: 3 Everton Park, #01-73

OPEN DOOR Store

Who’s behind it: Co-founders Goh Zhong Ming and Debbie Lee. The duo has been running their silkscreen printing studio Konstrukt Labs since 2017, which has become a go-to name among many artists and designers here for their printing services. This has allowed them to be versed with the problems these creatives face here, including the lack of places to stock their merch. Open Door Store was born out of this – its name refers to how its inventory is mostly made up of things created by friends and clients and that anyone is welcome.

What to expect: Think of this as an emporium of surprises. Open Door Store is a double-storey space that’s akin to a minimart of quirky objects – especially those by Singapore artists and creatives. Clock T-shirts with exclusive prints from a variety of artists, and accessories that spoof retro design icons and everyday objects.

Where to get it: #01-16B Kapo Factory Building

SHRUB

Who’s behind it: Visual artist Fern Teo started Shrub in Oct 2022 when they took over the locksmith shop from their grandparents when the seniors retired. “As a space, we share it with the community. So you have people taking over doing art shows, interactive events, magazine launches, and sometimes parties where people come and spin open DJ decks. In the future, I plan to have maybe some music shows, and also non-transactional events like pizza night, or bring a zine, show and tell kind of nights,” they say.

What to expect: This quaint store on the ground floor of Golde Mile Tower used to be a locksmith but is now a cult multi-use space stocking some of the coolest wares and designs by indie creators. It stocks a range of prints, zines, posters, clothing, pins, and other assorted wares from local, regional and international artists.

Where to get it: #01-28 Golden Mile Tower

Qwerky Colour

Who’s behind it: Koh Qi Wen, founded the brand in 2021. She was spurred to start the business after the bad experience of using semi-permanent hair dyes in the market that dried her locks out, smelt unbearable, and were not long-lasting. Hoping to encourage others to unapologetically express themselves without damaging their tresses, she founded Qwerky Colour with the mission of bringing “affordable, nondamaging, long-lasting hair dye in trendy shades to the masses.”

What to expect: Qwerky Colour sells plant-based semi-permanent hair dyes (called “conditioning colour”) in vibrant trendy shades. The products function as a conditioner that coats your tresses with colour that will last anywhere from one to three months. The affordable plant-based formula is free of peroxide, ammonia, and alcohol, meaning that it won’t damage your hair or break the bank. We also love the range of trendy rainbow tones available, which includes everything from a fashionable hot pink (‘Barbie’) and neon orange (‘Hey Tiger’) to a lustrous teal (‘Fairy)’ to a mysterious midnight blue (‘12am’). Adventurous souls can also pick up multiple colours and DIY their own custom shade.

Where to get it: Check out its products on its site.

benew

Who’s behind it: Founder Aqilah Adnan started the business in 2021 as she wanted to create her own gentle formulations as she herself suffers from keratosis pilaris – a condition in which small, persistent bumps appear on the skin.

What to expect: A range of vegan bodycare products – think body scrubs, moisturisers, exfoliating gloves, and lip balms – designed for those with sensitive skin conditions such as eczema, psoriasis and keratosis pilaris in mind. The bonus: the products’ cheery designs are primed to rake in the social media likes.

Where to get it: Shop on its e-shop.

BOUNDARY

Who’s behind it: Ian Ho and his (very private) business partner founder the brand in July 2023.Having spend nearly a decade in the local market distributing beauty and grooming brands, the duo realised that there was a gap in the market when they could not find a hair product that could withstand the infamous tropical humidity here, while retaining a matte look. After rigorously researching different ingredients and formulations, The Clay Hybrid was born as an answer to those looking for a hair product with lasting efficacy.

What to expect: A small-but-mighty grooming brand, whose hero (and only, for now) product is The Clay Hybrid hairwax, which is developed specifically for the Singaporean climate.

Where to get it: Cop the The Clay Hybrid from the very fun and graphic e-commerce site.

placement perfumes

Who’s behind it: Self-taught perfumer Jade Kaur who launched the brand in 2021

What to expect: Placement Perfumes offers immersive, made-in-Singapore scents. Drawing inspiration from the realms of video games, music, literature, visual art, and the Internet, the brand meticulously crafts immersive, concept-driven fragrances. In a saturated (and predominantly Western) fragrance market, Placement Perfumes stands out for its inclusion of notes that are both abstract and comforting to those familiar with the region’s tropical climate – think storm-saturated soil, green banana, and bitter starfruit. Take for instance its evocative second series Deictic – it is an ode to the “experience of tropical rain in different contexts – indoors, outdoors, before, during, after.”

Where to get it: Explore its e-shop

Scent Journer

Who’s behind it: Former cosmetic formulator Joyce Lian. Her background in creating fragrance stemmed from her time studying perfumery and cosmetic science at Singapore Polytechnic and chemistry at the National University of Singapore.

What to expect: Scent Journer offers sustainable, mood-boosting scents – that it dubs ‘mindful perfumes’ – to support your well-being. Based on scientific research charting the impact of scent (known as aromachology) on the human body, each fragrance features scents that please our olfactory systems and evoke positive emotions. Choose from a range of poetically-named fragrances such as ‘Clouds in Heaven’ (pandan-tinged white florals) and ‘The Blooming Jewel’ (a blend of rose, bergamot, and chamomile).

Can’t get enough of your favourite fragrance? Each of the brand’s fragrances is also available as tablet scents (perfect for perfuming and refreshing wardrobes) and ‘mood essences’, which you can use with your favourite diffuser. You don’t have to worry about smelling good at the cost of the environment either – Scent Journer sources ingredients from ethical producers around the globe, which partake in sustainable and energy-efficient harvesting processes

Where to get it: Metro (#02-28 Paragon) and Design Orchard

This article first appeared in FEMALE.