What Mama’s Choice does

Mama's Choice, operating as Mama C Global Pte. Ltd., is a Singapore-headquartered direct-to-consumer e-commerce brand selling safe and natural products for pregnant and breastfeeding mothers and their infants across six markets: Singapore, Indonesia, Malaysia, Thailand, the Philippines, and a global storefront. The product catalog spans approximately 30 SKUs across two umbrella categories: Mama (pregnancy skincare including stretch mark treatments, nipple care, deodorant, face moisturizer; breastfeeding support including a wearable breast pump and DHA-fortified almond milk booster; maternity accessories and apparel) and Baby (skincare including hair vitamin lotion, diaper cream, sunscreen, body lotion; hygiene including HOCl-based disinfectant and hand gel; oral care including fluoride-free toothpaste; gear including flat head pillow, teething packages, and mosquito repellent). Formulations are built around natural ingredients such as organic aloe vera, candlenut, chamomile, sweet almond, and proprietary actives like Lipobelle Soyaglicone, with claims of clinical testing, dermatological testing, hypoallergenic certification, and Halal certification by MUI Indonesia.

The company operates a multi-channel go-to-market strategy combining owned country-specific e-commerce storefronts with marketplace presence (primarily Shopee, also Lazada) and a community-based reseller program. Revenue is generated through one-time product purchases at unit price points ranging from approximately S$4.90 to S$24.90, with bundle pricing reaching S$42.90 and promotional discounts ranging from 6% to 77%. Key purchase drivers include free shipping above S$20, content marketing through educational blog articles targeting expectant mothers, and customer review-driven social proof across marketplaces. The company holds no disclosed external funding, has no disclosed management team or headcount, and relies on Adyen for payment processing. Notable traction signals include 10,000+ units sold on hero SKUs (Almond Milk Booster, Stretch Mark series), 4.9/5-star average ratings, top-selling baby-safe disinfectant on Shopee Singapore, and 2023 TAP Awards recognition.

Name

Mama’s Choice

Legal name

Mama C Global Pte. Ltd.

Website

https://mamaschoice.sg

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Mama's Choice is a Singapore-based direct-to-consumer e-commerce brand selling safe, natural, and Halal-certified pregnancy, breastfeeding, and baby care products across six Southeast Asian markets and globally. It operates own storefronts, Shopee/Lazada marketplaces, and a reseller program targeting expectant mothers and parents of infants.

Ownership category

akta.pro rank

Product category

Maternal & Baby Care Products

NAICS

Health and Personal Care Retailers (456), Hobby, Toy, and Game Retailers (459120)

akta.pro primary industry

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)

akta.pro secondary industry

Prenatal & Postnatal Maternal Nutrition (Lactation Support) (CRADAEAJ)

Keywords

• Pregnancy skincare products
• Baby care products
• Maternal personal care
• Infant hygiene products
• Breastfeeding accessories

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel

Revenue model

1. Direct E-commerce Product Sales: Direct-to-consumer sales through owned e-commerce website (mamaschoice.sg) and regional country domains. One-time product purchases with occasional bundle deals and promotional discounts.
2. Marketplace Sales: Sales through third-party marketplaces including Shopee Singapore and other regional e-commerce platforms. Products sold at both full and discounted promotional prices.
3. Reseller Program: Community-based resellers purchasing products for resale through personal networks and social channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Mama's Choice formulates, brands, and sells a portfolio of safe and natural personal care and wellness products for pregnant and breastfeeding mothers and their babies. The portfolio spans stretch mark treatments, nipple creams, breast milk boosters, baby skincare, sunscreen, oral care, baby gear (flat head pillow, teething package), and maternity accessories, sold through its own e-commerce sites and regional marketplaces.

Product overview

Mama's Choice is a Singapore-based e-commerce brand (Mama C Global Pte. Ltd.) selling a portfolio of safe and natural products for pregnant and breastfeeding mothers and their babies. The product line is organized into two main categories — Mama (mother care) and Baby (infant care) — sold through the company's own website and marketplace platforms like Shopee. The Mama portfolio includes pregnancy skincare products (Stretch Mark Cream, Stretch Mark Treatment Series comprising Stretch Mark Serum and Massage Roller), personal care (Dry Serum Deodorant, Intensive Nipple Cream, Face Moisturizer), maternity accessories (Maternity Bracelet, Postpartum Adjustable Corset, Maternity Nursing Bra, Maternity Casual Button Dress), breastfeeding support (Wearable Breast Pump, Seamless Hands Free Pumping Bra, Almond Milk Booster), and oral care (Non-Fluoride Toothpaste). The Baby portfolio includes skincare (Baby Hair Vitamin Lotion, Baby Skin Vitamin Lotion, Baby Daily Nourishing Face Cream, Baby Gentle Sunscreen), diaper care (Baby Diaper Cream), hygiene and health (Baby Hair & Body Wash, Baby Calming Tummy Oil, Baby Teething Package, Portable Changing Pad, Flat Head Prevention Pillow), oral care (Baby & Kids Toothpaste, My First Toothbrush), and mosquito protection (Mozzbye Skin Protection Lotion). Cross-cutting the portfolio are bundles (Baby Teething Package, Baby Shower Bundle, Face Care Bundle) and disinfectant products (All Purpose Disinfectant, Moisturizing Hand Gel) marketed as baby-friendly household items. All products are positioned around safety — claims of being hypoallergenic, dermatologically tested, halal-certified by MUI, clinically tested, and free from harmful chemicals like parabens, alcohol, and artificial fragrances.

Differentiator

Problem solved

Functional benefit

Products and services

• Stretch Mark Cream

Quantifiable outcome

• 9 out of 10 mothers reported accelerated hair growth and moisturized scalp within one week for Baby Hair Vitamin Lotion in 30-participant test
• +6 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mustela (Expanscience): French dermatological baby and maternal skincare brand with a global footprint, including SEA. Directly comparable on product category (stretch mark, baby skincare, maternity care) and the natural/dermatologically tested positioning.
• Sebamed (Sebapharma): German dermatological brand built around pH-balanced, hypoallergenic baby and adult skincare. Closely mirrors Mama's Choice's "safe, clinically tested, dermatologist-friendly" positioning for baby skincare.
• Buds Organics: Singapore-based organic baby and maternal skincare brand with halal certified formulations. Most direct geographic and positioning competitor, differentiated by its premium organic-only range.
• Cetaphil Baby (Galderma): Dermocosmetic brand with a dedicated baby range (lotion, wash, diaper cream) sold in pharmacies across SEA. Comparable on baby skincare category, dermatologist testing credentials, and chemist/pharmacy-aligned distribution.
• Cussons Baby (PZ Cussons): UK-listed personal care company with a dedicated Baby category (Imperial Leather Baby, Cussons Baby) covering washes, lotions, and creams. Direct comparability on baby personal care SKUs and emerging-market distribution.

Broad incumbents

• Pigeon (Pigeon Corporation): Japanese incumbent dominating Asia's baby care category across skincare, feeding, and maternal care. Overlapping product set (nipple cream, baby lotion, maternity products) but at a far larger scale and broader portfolio.
• Aveeno Baby (Kenvue / Johnson & Johnson): Globally distributed baby skincare line positioned around oat-based, dermatologist-recommended natural formulations. Overlaps directly with Mama's Choice's baby hair vitamin lotion, face cream, and diaper cream categories.
• Mothercare (Mothercare plc / Rdiscounts): Global maternal and baby retailer with branded and private-label maternity and infant products across SEA, including Malaysia and Singapore. Overlaps on full-spectrum Mama + Baby positioning but operates at retail scale.
• Bepanthen (Bayer Consumer Health): Bayer's nappy rash and baby skincare brand sold across pharmacies in SEA. Strong direct overlap in diaper cream and sensitive-skin baby care, with the halo of a large pharma parent.

Regional players

• Hada Labo (Mentholatum / Rohto): Japanese-born Japanese/Asian skincare brand with established distribution across SEA. Competes in the maternal skincare segment (face moisturizer, lotion, sunscreen) and Asian consumer trust profile comparable to Mama's Choice.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mamaschoicesg
• LinkedInlinkedin.com/company/mamaschoice

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mama’s Choice