Go Pure

What Go Pure does

Go Pure (Go Pure Pte Ltd.) is a Singapore-based importer, distributor, and direct-to-consumer retailer of premium organic honey and propolis-based health products, operating under the Go Pure™ brand since 2001. The company sells through its proprietary e-commerce site (gopure.sg), three major Singapore online marketplaces (Lazada, Shopee, TikTok Shop), and a network of more than 20 physical retail stockists spanning supermarket chains (Prime Supermarket), specialty organic retailers (The Organic Sanctuary), healthcare stores (Grace Healthcare, Vital Healthcare), TCM halls, and natural-product shops across the country. Founder Mr Johnson Koh, who holds a Diploma in Apitherapy, established the company with a focus on bee-product wellness and extended commercial operations into Japan and China in 2003 alongside the Singapore base.

The core product portfolio centres on the Go Pure™ own brand. The flagship functional SKU is the Propolight30 propolis throat spray, combining Brazilian propolis, pure honey, mint, and deionized water, and offered in both alcohol-containing and alcohol-free 35ml formats. The honey line comprises five varieties — organic and natural Acacia, organic and natural Linden, natural Multiflower, Bulgarian Damask Rose (SGS Bulgaria certified), and Kashmir Saffron-infused (made with 100% organic Kashmiri saffron) — sourced primarily from Romania and Bulgaria with SC Ecoinspect S.R.L. organic certification. The company also distributes complementary third-party sub-brands including Apiário Flor de Mel propolis throat sprays (three flavour variants) and Uniflora® propolis capsules (400mg), and sells accessories (honey stirrers, gift boxes) and honey-sachet packs. A custom-gift service branded Sweet Gifts by Go Pure produces personalised mini-jars for weddings and corporate occasions. Unit prices span SGD $5 for accessories to SGD $470 for 5kg honey tubs.

The revenue model is predominantly one-time purchase (honey, propolis, sachets, accessories) with a complementary Go Pure Leafs loyalty programme that awards 1 Leaf per SGD $1 spent, redeemable at 5 Leafs per SGD $1, plus a small corporate/bulk sales channel for offices, schools, and staff bazaars. Three customer segments are served: health-conscious Singapore families and working professionals (primary), voice-intensive professionals such as teachers, herbalists, and speakers (secondary), and gift/wedding buyers (secondary). The company is privately held, founder-owned, bootstrapped with no disclosed institutional funding or parent entity, and reports 11-50 employees operating from a single Singapore headquarters at 50 Gambas Crescent, #10-23 Proxima@Gambas.

Name

Go Pure

Legal name

Go Pure Pte Ltd.

Website

https://gopure.sg

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Go Pure is a Singapore-based importer and direct-to-consumer retailer of premium organic honey and propolis products, serving health-conscious families, working professionals, and gift buyers via its e-commerce platform, online marketplaces, and 20+ retail partners.

Ownership category

akta.pro rank

Product category

Organic Honey and Propolis Products

SIC

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

akta.pro primary industry

Spreads, Sweeteners & Syrups (Jam, Honey, Nut Butters, Maple) (CRADAAAC)

akta.pro secondary industries

Honey & Apiculture Sweeteners (Honey, Honey Powders) (AFAJAAAL), Value-Added Bee Products Manufacturing (Candles, Cosmetics, Supplements, Mead Ingredients) (AFAEAHAM), Honey Packaging, Bottling & Private Labeling (AFAEAHAL)

Keywords

• Organic honey products
• Propolis throat spray
• Apitherapy supplements
• Premium bee products
• Natural health supplements

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Organic Honey Sales: Sale of various honey products including organic acacia, linden, multiflower, saffron-infused, and rose-infused honey in various sizes (70g, 400g, 500g, 5KG). One-time purchase model with prices ranging from $12 to $470 depending on product type and size.
2. Propolis Products Sales: Sale of propolis throat sprays (Propolight30 in 35ml), propolis extracts (30ml), and propolis capsules. Includes both alcohol-based and alcohol-free versions.
3. Honey Sachets: Premium Mix (12 sachets) at $25 and Natural Mix (12 sachets) at $23. Sachets include various honey flavors for on-the-go consumption.
4. Custom Gift Products: Customisable mini-jars and gift boxes (Sweet Gifts by Go Pure) for weddings and special occasions, offering personalised designs with company logos or wedding themes.
5. Loyalty Program (Go Pure Leafs): Membership rewards program where customers earn Leafs for purchases (1 Leaf per S$1 spent). 5 Leafs = $1 redemption. Welcome bonus of 10 Leafs for new sign-ups.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Go Pure imports, distributes, and sells certified organic honey (Acacia, Linden, Multiflower, Saffron Infused, Premium Rose) and propolis-based products (Propolight30 Throat Spray, propolis extracts, propolis capsules) directly to Singapore consumers via its own e-commerce store, online marketplaces, and a network of physical retail stockists. The company also offers customizable honey gift jars (Sweet Gifts) for weddings and corporate occasions, and distributes complementary third-party brands such as Apíário Flor de Mel throat sprays and Uniflora propolis capsules.

Product overview

Go Pure is a Singapore-based organic honey and propolis company established in 2001, specializing in premium bee products for health and wellness. The product portfolio centers around the Go Pure™ own brand, which includes the Urban Shield propolis throat spray line (Propolight30 in both alcohol-containing and alcohol-free versions), organic and natural honey varieties (Saffron Infused, Acacia, Linden, Multiflower, Rose), honey sachets in Premium and Natural Mix formats, and a raw honey line with watercress and eucalyptus from Brazil. The company also distributes complementary third-party brands including Apiário Flor de Mel propolis throat sprays (available in Green, Purple, and Red formulations) and Uniflora® propolis capsules. Additionally, Go Pure offers custom gift packaging services (Sweet Gifts) for weddings and special occasions, and accessory products such as honey stirrers and gift boxes. Products are distributed through the company's e-commerce platform and multiple Singapore retail stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Go Pure Propolight30 Throat Spray Propolis-based throat spray containing Brazilian Propolis, pure honey, mint, and deionized water, formulated to form a protective layer against viruses, bacteria, and fungi. Sold to Singapore consumers seeking daily throat and voice protection, including voice-intensive professionals and families dealing with air-conditioned environment irritation.
• Go Pure Organic Saffron Infused Honey Premium honey made by infusing organic Kashmir saffron strands into Romanian organic Acacia Honey, yielding high-antioxidant content with an intense aromatic flavor. Sold to Singapore consumers seeking a premium functional honey for daily wellness, available in 70g and 400g jars.
• Go Pure Organic Acacia Honey Organic monofloral honey made from the nectar of Romanian Acacia blossoms, featuring a smooth delicate aroma, higher fructose to glucose ratio resulting in a lower glycemic index, and organic certification by SC Ecoinspect S.R.L. Targeted at Singapore consumers seeking a mild, lower-glycemic daily honey.
• Go Pure Organic Linden Honey Organic Linden blossom honey with distinctive lime aroma and calming, relaxing effects, available in a less sweet earthy flavor profile and certified organic by SC Ecoinspect S.R.L. Positioned for Singapore consumers seeking a functional honey associated with sleep support and relaxation.
• Go Pure Premium Rose Honey Premium honey made by infusing pure organic Damask Rose Extract into organic Acacia Honey, featuring a luxurious floral taste and hydrating properties. Sold in 420g jars to Singapore consumers seeking a premium floral-infused functional honey for skin and wellness applications.
• Go Pure Natural Acacia Honey Natural honey from Romanian acacia blossoms with smooth delicate flavor and higher fructose content that delivers a lower glycemic index than regular honey. Targeted at Singapore consumers seeking a milder everyday honey alternative.
• Go Pure Natural Linden Honey Natural Linden blossom honey with a distinctive lime aroma, calming and relaxing effects, and a less sweet earthy flavor, marketed for relieving tiredness. Sold to Singapore consumers looking for a calming functional honey for daily use.
• Go Pure Natural Multiflower Honey Natural wildflower (multiflower) honey from Romania's highlands with high pollen content and a rich nutrient profile, positioned as a tasty all-rounder distinct from regular supermarket honey. Sold to Singapore consumers for general daily consumption, including a 5KG bulk option.
• Go Pure Raw Honey with Watercress & Eucalyptus Raw honey foraged in Brazilian rainforests and infused with watercress and eucalyptus extract, providing a dark, nutrient-dense product positioned for anti-inflammatory and antibacterial support. Sold to Singapore consumers seeking a functional honey alternative to over-the-counter cough remedies.
• Go Pure Honey Sachets Pack Single-serve honey sachets sold as a 12-sachet pack in either Premium Mix (Organic Saffron, Rose, Acacia, Linden) or Natural Mix (Natural Acacia, Linden, Multiflower) variants for convenient on-the-go consumption. Targeted at busy Singapore consumers and office/travel use cases.
• Uniflora Propolis Capsules 400mg Distributed third-party Uniflora brand Brazilian Ultra Green Propolis capsules (60 capsules × 400mg) marketed for immune support with anti-viral, antiseptic, and anti-bacterial properties. Sold to Singapore consumers through Go Pure as a complementary propolis supplement.
• Flor de Mel Propolis Throat Spray (Purple) Distributed third-party Apíário Flor de Mel propolis throat spray in the Purple (Mallow and Mint) variant, providing relief from mouth ulcers, loss of voice, and throat itchiness. Sold to Singapore consumers alongside Go Pure's own throat spray line.
• Flor de Mel Propolis Throat Spray (Green) Distributed third-party Apíário Flor de Mel propolis throat spray in the Green (Watercress, Malva, Pomegranate, Eucalyptus) variant, providing throat relief and support against flu and cold symptoms. Sold to Singapore consumers as a complementary throat care option.
• Flor de Mel Propolis Throat Spray (Red) Distributed third-party Apíário Flor de Mel propolis throat spray in the Red (Pomegranate and Ginger) variant, formulated to reduce throat irritation and relieve flu and cold symptoms. Sold to Singapore consumers seeking flavored alternatives.
• Sweet Gifts by Go Pure (Custom Honey Favors) Customisable honey mini-jar gift service for weddings, corporate events, and special occasions, offering template-based designs plus personalisation with company logos, wedding insignias, dates, and initials. Sold to event organisers, couples, and corporate gifting buyers in Singapore.

Quantifiable outcome

• Formed protective layer against virus, bacteria, and fungi
• +3 more outcomes

Named customers6 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

Integration3 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Lazada SingaporecoreChannel Partner/ Reseller/ DistributorGo Pure maintains an official store on Lazada Singapore (lazada.sg/shop/go-pure-sg/) for marketplace distribution, allowing customers to purchase through one of Singapore's major e-commerce platforms.
• Shopee SingaporecoreChannel Partner/ Reseller/ DistributorOfficial Shopee store (shopee.sg/gopuresg) providing access to Shopee's large Singapore customer base and promotional tools.
• TikTok ShopcoreChannel Partner/ Reseller/ DistributorPresence on TikTok @gopuresg to reach younger demographics and engage through social commerce.
• Prime SupermarketcoreChannel Partner/ Reseller/ DistributorMultiple Prime Supermarket locations across Singapore including Bidadari, Buangkok Square, Bukit Batok, Compassvale, Jurong, NTU, Punggol, Sembawang, Sumang, Tampines, Upper Aljunied, and Yishun branches.
• The Organic SanctuarycoreChannel Partner/ Reseller/ DistributorSpecialty organic retailer with multiple locations including Bukit Merah, Camden Medical Centre, Chinatown Point, People's Park Complex, and NUH Medical Centre.
• Grace Healthcare ProductsminorChannel Partner/ Reseller/ DistributorHealthcare products retailer with locations at New Upper Changi and Tampines.
• Vital HealthcareminorChannel Partner/ Reseller/ DistributorHealthcare retailer with locations in Ang Mo Kio and Bukit Batok.
• Yes Natural TradingminorChannel Partner/ Reseller/ DistributorNatural products retailer with Geylang location.
• Various TCM and Medical HallsminorChannel Partner/ Reseller/ DistributorNetwork of traditional Chinese medicine halls and medical halls including Fu Jian TCM, Quan Li Tonic, Tong Keow Herbal Healthcare, Yi Yuan Chinese Medical Hall, Kian Fatt Medical Hall, Thai Thong Medical Store, Yu Guo Chinese Physician, Yuan Ann Zhang Chinese Medical Hall, and Fengcun Organic Health Food.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Capilano Honey: Australia's largest honey brand with broad retail distribution and varietal range. Comparable honey-only side of the catalog; broader incumbent without Go Pure's propolis specialization.
• Rowse Honey: UK's leading honey brand with broad supermarket presence and varietal range. Comparable in packaged honey SKU strategy, but larger incumbent without Go Pure's propolis-throat-spray niche.

Direct peers

• Wedderspoon: US-based premium manuka honey and propolis brand with strong D2C e-commerce presence. Comparable in SKU mix (honey + propolis), premium pricing, and direct-to-consumer-led distribution.
• Barnes Naturals: Australian honey and propolis brand (part of Bega Group) selling honey, royal jelly, and propolis supplements. Comparable in bee-product portfolio breadth and supermarket/health-retail distribution.
• Manuka Health: New Zealand-based premium manuka honey and propolis products company. Direct comparable in apitherapy positioning, propolis range, and export-led go-to-market.
• Apiário Flor de Mel: Brazilian propolis brand whose throat sprays Go Pure actually distributes in Singapore. Direct comparable in Brazilian propolis throat spray formulation and product positioning.
• Y.S. Eco Bee Farms: US premium bee-products brand (honey, propolis, royal jelly, pollen). Comparable in propolis supplements and capsules category that Go Pure is expanding into via Uniflora distribution.
• Comvita: New Zealand-listed premium manuka honey and propolis brand offering throat sprays, capsules, and honey varietals. Closest analog in product mix, premium positioning, and global distribution of bee-derived wellness products.

Regional players

• Eu Yan Sang: Singapore-headquartered traditional Chinese medicine and wellness retailer. Comparable as a Singapore health-and-wellness brand targeting similar TCM-shop and health-retail channels where Go Pure has 20+ stockists.
• SuperNature: Singapore organic and natural products retailer/distributor. Comparable as a Singapore-based premium-organic retailer whose customer base overlaps with Go Pure's health-conscious Singapore target segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/gopuresg
• Instagraminstagram.com/gopure_sg
• TikToktiktok.com/@gopuresg

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 Go Pure