Herbal Pharm is a homegrown health and wellness brand best known for its all-natural supplements, such as the bestselling Dia-Med which helps to maintain healthy sugar levels. Set up in 2004, the company now employs over 50 people across offices in Singapore, Vietnam, and the United Arab Emirates. In 2021, Herbal Pharm earned the Made With Passion mark 鈥� a national initiative which recognises Singapore brands that are dedicated to creating quality products.
While the company proudly carries a wide range of premium supplements under the Herbal Pharm name, it has never had its own hair or skincare products. Instead, it has been the exclusive distributor of an American haircare brand for the last 10 years.
Motivated by market potential and its Made With Passion accolade, Herbal Pharm decided to come up with its own made-in-Singapore haircare range.
Ms Logeswari, Mr Sanjay, and their colleagues (standing, from left) Nino Babago, Diane Khalid, and Chan Hui Xin are proud to launch Herbal Pharm鈥檚 first haircare line.
鈥淭he brand we distribute was bringing in good sales, so we thought haircare would be the right fit and the right investment,鈥� said Mr Sanjay Raja, Herbal Pharm鈥檚 Assistant Vice President of Operations.
In late 2021, the company approached the Consumer Chemicals Technology Centre (CCTC) at 91pro视频 to help formulate a haircare range suited for Singapore鈥檚 hot and humid weather. For instance, the texture had to be lightweight and the scent clean and fresh instead of heavy or cloying, said Mr Sanjay.
As Muslims make up about 80 per cent of Herbal Pharm鈥檚 customers, the brand also wanted products tailored to customers who often wear head coverings or motorcycle helmets. So besides safe formulations that were hydrating and free of harsh chemicals and synthetic fragrances, CCTC also sourced for ingredients that were sweat-resistant and would not leave a residue on head coverings or helmets.
After about 18 months of extensive trials, sensory evaluations, and stability testing, the Pro Capillus range comprising a shampoo, conditioner, and hair serum was launched in January 2024. The products feature environmentally friendly ingredients that tackle issues such as scalp irritation and hair damage.
While it is early days yet, Mr Sanjay says Pro Capillus is off 鈥渢o a good start鈥� and expects its sales to be 鈥渙n a par with or overtake鈥� the American brand that Herbal Pharm distributes. The homegrown range also won an Editors鈥� Choice Award for Best Scalp Care Set from local review site Beauty Insider in April.
More importantly, the launch marks a company milestone. 鈥淲e are proud to have our first made-in-Singapore beauty product after 20 years,鈥� said Mr Sanjay.
Thanks to CCTC鈥檚 optimised workflows, Herbal Pharm has reaped time and cost savings in processes such as ingredient sourcing, product development, and production. Mr Sanjay estimates that leveraging CCTC鈥檚 expertise and resources has saved his company about $50,000 and shaved off at least half the time needed to bring the Pro Capillus range to market.
Herbal Pharm has also gained new skills and knowledge such as in product formulation, sensory evaluation, and manufacturing practices. Buoyed by its newfound expertise, the company is looking to launch a made-in-Singapore skincare range next.
The Pro Capillus haircare range won an Editors鈥� Choice award soon after its launch.
鈥淣ow, we have a clearer picture. We know the process, we know certain ingredients, and we have a better idea of what Singaporeans are looking for,鈥� said Mr Sanjay.
Ms Logeswari Shivaprakash, Herbal Pharm鈥檚 Chief Operating Officer, and its Assistant Vice President of Operations, Mr Sanjay Raja, hope to launch a skincare range next.
CCTC Manager and Senior Lead Research Scientist Chris Ching faced two main challenges in this project.
The first was to create haircare solutions that are not only safe and effective but also have 鈥渁n optimal sensorial profile鈥� and a long shelf life. The second was maintaining consistency, efficacy, and quality when scaling up the lab-tested formulation for commercial production.
From December 2021 to June 2023, Mr Ching and his team 鈥� four CCTC researchers and a student pursuing a Diploma in Perfumery and Cosmetic Science 鈥� worked to tackle the hurdles through numerous sensory evaluations, stability testing, and pilot-scale trials.
鈥淥ur comprehensive approach ensured that the products not only met performance requirements, but also delivered an exceptional sensory experience while maintaining stability over time,鈥� he said.
He also took pride in upholding sustainability goals during the process by sticking to clean and eco-friendly ingredients and packaging. 鈥淭his project exemplifies our commitment to making a positive impact through responsible and forward-thinking product development,鈥� he added.
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