E. Excel International

What E. Excel International does

E. Excel International is a privately held, multi-country nutritional and personal-care company founded in the United States in 1987 by immunologist Dr. Jau-Fei Chen, with operational headquarters in Singapore (Extra Excellence (S) Pte Ltd, Tai Seng Centre). The company's central platform is the proprietary science of 'Nutritional Immunology,' developed by its founder, which studies the link between plant-based nutrition — specifically phytochemicals, antioxidants, and polysaccharides — and human immune system function.

E. Excel commercializes this science through an extensive catalog spanning nutritional supplements and beverages (Nutrifresh soybean protein drinks, Millennium cactus beverages, Oxyginberry botanical beverages, Nutriact mushroom products, Daily Nutrition Packs, Symphony of Excellence bundles, cooking oil) and plant-based skincare and personal care (Oxyginberry skincare, Rose Essence Phytolift, Elemente hair/body care, SunCacti SPF, cosmetics, oral care). Proprietary technical components include the Oxyginberry Complex (a botanical blend of ginseng berry, cactus fruit, grape seed, rose, and seaweed) and a plant-based manufacturing process that the company states retains the nutritional integrity of raw ingredients. Bilingual English / Simplified Chinese site localization supports Chinese-speaking consumer reach.

The company operates a community-led, direct-sales go-to-market model, recruiting and training independent distributors ('E. Excellers') who earn commissions and bonuses through their own sales organizations; this network is supported by training seminars, overseas incentive trips, and an internal e-commerce operating system. The company also sells directly to consumers through its Singapore eShop (eshop.eexcel.com.sg). Revenue is generated through one-time and bundled product sales, with pricing set at the distributor level. The stated customer base is health-conscious individuals seeking plant-based nutritional and skincare solutions, and the company claims offices across multiple countries and regions in Asia and beyond.

Name

E. Excel International

Legal name

Extra Excellence (S) Pte Ltd

Website

https://eexcel.com.sg

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

E. Excel International is a Singapore-headquartered, privately held direct-sales company founded in 1987 by Dr. Jau-Fei Chen, selling plant-based nutritional supplements and skincare products built on its proprietary Nutritional Immunology science through a global distributor network of 'E. Excellers' and an owned eShop.

Ownership category

akta.pro rank

Product category

Plant-based Nutritional Supplements and Skincare

NAICS

Medicinal and Botanical Manufacturing (325411), Food Manufacturing (311)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industries

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE), Beauty-From-Within (Collagen, Biotin, Skin/Hair/Nails) (CRADAGAH)

Keywords

• Plant-based nutritional supplements
• Skincare products
• Direct sales network
• Nutritional immunology
• Personal care products

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

Revenue model

1. Direct Product Sales (Nutritional Supplements & Skincare): E. Excel generates revenue through the direct sale of plant-based nutritional supplements and skincare products via its distributor network and e-commerce platform (eshop.eexcel.com.sg). Products are sold directly to end consumers through authorized distributors who earn commissions and bonuses based on sales performance.
2. Skincare & Personal Care Products: Skin care, hair care, body care, cosmetics, and personal care products sold through the same distributor network and eShop platform. Includes bundled product sets such as Breakfast Sets, Daily Nutrition Packs, and Symphony/Celebration of Excellence packages.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

E. Excel International manufactures and sells plant-based nutritional supplements (beverages, capsules, powders, fiber products, cooking oil, and meal replacement sets) and botanical skincare/personal care products (facial care, sun protection, hair care, body care, cosmetics, oral care) under the science of Nutritional Immunology. Products are sold through a community-led direct sales distributor network and the company's own e-commerce platform across multiple countries in Asia and other regions.

Product overview

E. Excel International is a nutritional immunology company founded in 1987 by Dr. Jau-Fei Chen, offering plant-based nutritional products and skincare items. The company operates two main product categories: Skin Care (including facial care, sun protection, body care, hair care, hair dyes, toothpastes, cosmetics, and personal care products) and Food/Nutritional Products (including teas, powdered beverages, Oxyginberry series, Nutriact mushroom products, Millennium cactus products, capsules, liquid beverages, breakfast sets, daily nutrition packs, and cooking oils). The company also offers bundled nutrition plans and meal replacement sets. The products are grounded in the science of Nutritional Immunology, focusing on phytochemicals, antioxidants, and polysaccharides from plant foods to support immune system health.

Differentiator

Problem solved

Functional benefit

Brands

• E. Excel Nutritional Immunology: The science that explores the link between nutrition and the immune system, researching nutrients such as phytochemicals, antioxidants, and polysaccharides in plant foods.
• Elemente
• Oxyginberry

Products and services

• Skincare line Plant-based skincare products including moisturizers, cleansers, essences, sun protection, anti-aging creams, and serums formulated with botanical and Oxyginberry Complex ingredients; sold through E. Excel distributors and the eShop to health-conscious consumers.
• Hair Care line (Elemente) Shampoos, conditioners, anti-dandruff treatments, and hair color kits for daily and corrective hair care, sold to individual consumers seeking gentle, plant-conscious hair products.
• Body Care and Personal Care line Shower creams, hand and body moisturizers, antibacterial wipes and washes, topical balms/oils, and fluoride-free toothpaste sold to consumers for daily personal hygiene and skin care.
• Elemente Cosmetics Stick-format concealers offered under the Elemente sub-brand for covering blemishes and skin flaws, sold to individual consumers via the E. Excel eShop and distributor channel.
• Plant-Based Nutritional Beverages Plant-based powdered and liquid beverages delivering phytochemicals, antioxidants, polysaccharides, and protein to support daily nutrition and immune health, sold to health-conscious consumers through distributors and the eShop.
• Plant-Based Nutritional Capsules and Powders Encapsulated and powdered nutritional supplements built on phytochemical, antioxidant, and mushroom-based ingredients for targeted daily nutritional support, sold to consumers through the distributor network and eShop.
• Fiber and Meal Replacement Products Convenient fiber supplements, plant-based soups, and breakfast sets designed for quick, healthy meal replacement for time-pressed consumers managing their daily diet.
• E. Excel Blended Cooking Oil A blended cooking oil combining macadamia nut oil and perilla seed oil to deliver a favorable omega fatty acid ratio for consumers seeking healthier cooking ingredients.
• Daily Nutrition Packs and Excellence Bundles Bundled daily nutrition packs and Symphony/Celebration of Excellence packages that combine multiple nutritional products into comprehensive plans for consumers seeking convenient, full-day plant-based nutrition.
• E. Excel eShop Owned direct-to-consumer e-commerce storefront operated by E. Excel International for purchasing the company's nutritional supplements, skincare, personal care, and bundled products online, complementing the distributor network.

Quantifiable outcome

• Living healthily to 120 years old is possible

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Amway: Global direct-sales / MLM leader selling nutritional supplements (Nutrilite), personal care, and home products through independent distributors. Closely comparable GTM motion, product mix, and global distributor footprint to E. Excel.
• Jeunesse Global: MLM company distributing anti-aging nutritional supplements and skincare through a global independent distributor network. Overlaps with E. Excel's immunity/beauty-from-within and skincare categories.
• Shaklee: Direct-sales wellness company selling nutritional supplements, vitamins, and natural cleaning/personal care products through independent distributors. Same distribution model and plant-forward positioning.
• Herbalife: Direct-sales nutritional supplement company with a global distributor network selling meal replacement shakes, supplements, and personal care. Same MLM motion and target customer base as E. Excel.
• USANA Health Sciences: Direct-sales nutritional supplement and personal care company selling vitamins, minerals, and skincare via independent distributors, with strong Asia-Pacific presence. Similar MLM motion and product mix to E. Excel.
• Nu Skin Enterprises: MLM-based seller of nutritional supplements and anti-aging / botanical skincare via independent distributors in Asia and globally. Directly comparable direct-sales model and skincare-plus-nutrition mix to E. Excel.
• Mannatech: Direct-sales nutritional supplement company selling plant-based glyconutritional and immune-support products via independent distributors. Overlaps with E. Excel's Nutritional Immunology positioning.
• Forever Living Products: Direct-sales company selling aloe vera-based nutritional drinks, supplements, and personal care via a global MLM distributor network. Comparable botanical nutrition + personal care catalog and direct-sales motion.
• Nature's Sunshine Products: Herbal and nutritional supplement company with both direct-sales and wholesale channels, focused on encapsulated herbs and vitamins. Comparable botanical supplement portfolio and distributor-led channel.
• Sunrider International: Plant-based nutritional and personal care company selling herbal concentrates and skincare through a direct-sales distributor network. Closely matches E. Excel's botanical/herbal positioning and community-led GTM.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/eexcelsingapore
• Instagraminstagram.com/eexcelsg

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 E. Excel International