Meet Joey, the visionary co-founder behind Singapore’s first tablet-form hand and body wash company JOMO Studio—a pioneering solution that merges sustainability with skincare. With over 18 years in the global luxury beauty industry, her journey took a personal turn when both she and her daughter struggled with eczema and sensitive skin.
Determined to find safer, gentler alternatives, she began formulating beauty products using natural ingredients found at home. What started as a kitchen experiment soon evolved into public workshops and eventually a mission to create clean, effective, and eco-friendly beauty for all.
What inspired you to create natural hand and body wash tablets and become the first company in Singapore to offer them?
The inspiration stems from a confluence of personal need and environmental awareness. First, as a mother, I was deeply concerned about the harsh chemicals in conventional personal care products, especially given my own history with eczema and my daughter’s sensitive skin.
Simultaneously, I was becoming increasingly aware of the excessive plastic waste generated by liquid soaps and washers. So I envisioned a product that was gentle, effective, and sustainable. The idea of solid tablets resonated as a simple, effective way to eliminate plastic packaging and reduce our carbon footprint.
My struggle with eczema highlighted how sensitive skin can react to synthetic ingredients—but the real wake-up call came when my daughter also reacted negatively. That was a double whammy. I realised that many products marketed as “gentle” were anything but that.
This experience ignited a passion to create truly safe and effective alternatives. I began experimenting with natural ingredients in my kitchen, focusing on formulations that would soothe and nourish without causing irritation. It wasn’t about creating a product—it was about providing a solution for myself and others facing similar challenges.
What challenges do you encounter when transitioning from experimenting in your kitchen to scaling up into a full-time business?
The leap from kitchen experimentation to a full-fledged business was significant. One of the biggest challenges was ensuring consistency and scalability of our formulations.
What worked in small batches was fine for 10 or 20 tablets, but when people started asking for hundreds, that became difficult.
Navigating regulatory compliance, sourcing sustainable ingredients, and building a reliable supply chain were also steep learning curves.
Additionally, managing the financial aspect and building brand awareness without a large marketing budget required a lot of resourcefulness and dedication. It was a process of constant learning and adaptation.
How do your beauty products provide a safe alternative and what makes them unique compared to traditional products?
Our products are designed with utmost care, prioritising natural, gentle ingredients that are safe for sensitive skin. We refer to the Environmental Working Group (EWG) database to check toxicity levels and choose our ingredients accordingly.
With knowledge from our diploma in formulation, we also avoid harsh chemicals like sulphates, parabens, and artificial fragrances. What makes us unique is our commitment to transparency—we tell everyone what we use and open up about our formulations, helping people understand what they can and cannot use.
Unlike traditional products, our focus on solid tablet formulations significantly reduces the need for preservatives. A typical bottled body wash contains more preservatives to maintain shelf life. In contrast, our solid tablets use fewer preservatives, making them less toxic for both the body and the environment.
By eliminating plastic bottles and reducing water waste, we offer a minimalist approach to personal care—focusing only on essential ingredients that nourish and protect. This resonates with mothers who want the best for their families without compromising on safety, sustainability, and convenience.
A good entrepreneur builds a lasting legacy by focusing on purpose, sustainability, and positive impact—not just financial success.
You mentioned that traditional packaging creates significant waste. How has this influenced your business model and future plans for sustainable beauty products?
Discovering the extent of packaging waste was a turning point. It reinforced our commitment to sustainability and shaped our business model. From the start, we prioritised minimal, compostable, and recyclable packaging.
This learning experience fuelled our innovation in solid formulations and refill options. Moving forward, we plan to expand our range of zero-waste or low-waste products and explore partnerships with suppliers who share our sustainability values.
We are actively exploring closed-loop systems and ways to reduce our carbon footprint across our supply chain. Sustainability is not just a trend for us—it’s a core value that drives every decision we make to create a better future, free from plastic bottles and toxic waste.
In your opinion, what do you think makes a good entrepreneur?
I think a good entrepreneur is a blend of vision, resilience, and adaptability. They possess a strong sense of purpose and are driven to solve problems. Resilience is crucial, as the entrepreneurial journey is filled with challenges and setbacks.
The ability to learn from failures and adapt to changing circumstances is essential—especially in today’s world, where AI and other rapid changes are reshaping industries. Personally, I believe that beyond these generic traits, a good entrepreneur must be passionate about their mission and genuinely care about the impact they create.
A good entrepreneur builds a lasting legacy by focusing on purpose, sustainability, and positive impact—not just financial success.
What are your future plans for JOMO Studio, such as introducing a new product range?
We have exciting plans for JOMO Studio. We’re actively developing a new range of solid personal care products, including facial cleansers and shampoos. These will continue to focus on natural ingredients and sustainable packaging.
We also aim to expand our education initiatives, sharing knowledge about natural ingredients and sustainable living through workshops. Additionally, we’re looking to grow our distribution to reach a wider audience in Singapore and beyond, while maintaining our commitment to responsible growth.
What’s your vision for Singapore in the next five years?
My vision for Singapore in the next five years is a city that embraces sustainability and prioritises conscious consumption. I hope to see more businesses and consumers adopting eco-friendly practices, reducing waste, and supporting l.ocal sustainable brands.
I envision a Singapore where natural, safe products are the norm and where we lead by example in creating a greener, healthier future for generations to come. I hope JOMO Studio can play a small part in influencing these changes.
Connect with Joey: JOMOStudio, Instagram and TikTok.
