Kinohimitsu Singapore

What Kinohimitsu Singapore does

Kinohimitsu Singapore is a privately held, founder-owned wellness brand headquartered in Singapore, founded circa 1998-2000, that develops, markets, and sells ingestible beauty and health supplements. The company positions itself as ASEAN's No.1 best-selling collagen brand and reports cumulative sales of more than 10 million bottles of its flagship Collagen Diamond line and a user base of 3 million-plus on that line alone. Its 93-SKU portfolio spans collagen drinks (Diamond 5300mg and Diamond Pro 5500mg), men's and women's targeted wellness formulations, detox/digestive enzyme products, hair and eye supplements, weight-management SKUs, and traditional health beverages including Essence of Chicken and Bird's Nest variants. Underlying product technology centers on nano-hydrolyzed marine collagen peptides sourced from Atlantic salmon for enhanced bioavailability, a proprietary NMN + Resveratrol combination in the Pro series, a patented Perilla Seed Extract (US6,217,875B1) used as an anti-inflammatory co-ingredient, a 75-fruit/vegetable multienzyme complex in Detox Enzyme, and Indoor Organic Aeroponic Cultivation (IOAC) for Sky Grass wheatgrass.

The company operates a direct-to-consumer omnichannel model: an owned Shopify-based e-commerce storefront at sg.kinohimitsu.com with subscription pricing (30-50% off one-time purchase), 5 physical retail locations across Singapore (PLQ Mall, Northpoint City, Tampines Mall, OG Albert, OG People's Park), a corporate/B2B gift-set channel for weddings and corporate events, bundle/volume packs, and clearance inventory at price points ranging from $10 to $360+. Customer acquisition is driven by product-led growth across Instagram, TikTok, and Facebook plus ShopBack cashback and Atome buy-now-pay-later integrations to reduce checkout friction. The Kino Club loyalty program (1% coin earning, tiered discounts up to 15%, birthday perks) plus subscriptions deliver recurring revenue mechanics. Primary customer segments are women (For Her), men (For Him), kids, teens, and seniors, supplemented by corporate and wedding gift-set buyers; all collagen products are Halal-certified and SGS-tested.

Name

Kinohimitsu Singapore

Legal name

Kinohimitsu

Website

https://sg.kinohimitsu.com

Company type

Private

Founded year

2000

Operating status

Operating

Ownership category

akta.pro rank

Product category

Beauty & Wellness Supplements

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Beauty-From-Within (Collagen, Biotin, Skin/Hair/Nails) (CRADAGAH)

Keywords

• Collagen supplements
• Beauty beverages
• Health supplements
• Nutritional drinks
• Ingestible skincare

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through owned online storefront with one-time purchases and subscription options. Products sold at varying price points ($10-$299 per product) with bundle discounts available.
2. Subscription Model: Subscription plans offering recurring delivery (2-week, monthly, 2-month frequencies) at discounted rates (approximately 30-50% savings vs one-time purchase). Delivers predictable recurring revenue and customer retention.
3. Retail Store Sales: 5 physical retail locations across Singapore generating in-store revenue. Products displayed at recommended retail prices with occasional in-store promotions.
4. Corporate & Gift Sales: Specialized gift sets and corporate gift packages for B2B occasions including weddings, corporate events, and celebrations.
5. Bundle/Volume Sales: Multi-product bundles offering discounts (up to 50% off) for bulk purchases like 3-month supply packages, encouraging larger transaction values.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Kinohimitsu manufactures and sells ingestible beauty and wellness products, led by its flagship marine collagen drink portfolio (Collagen Diamond, Collagen Diamond Pro). The product range spans collagen drinks, beauty supplements, detox and digestive enzymes, weight-management aids, hair and men's supplements, traditional bird's nest and essence of chicken beverages, and complete nutritional drinks for seniors. Products are sold directly to consumers through the company's own e-commerce storefront at sg.kinohimitsu.com and five physical retail locations across Singapore.

Product overview

Kinohimitsu Singapore is ASEAN's No.1 best-selling collagen brand with over 10 million bottles sold. The company offers a comprehensive wellness portfolio spanning collagen supplements, health beverages, nutritional drinks, hair supplements, and targeted health solutions. The core product lineup centers on the award-winning Collagen Diamond family (Collagen Diamond at 5300mg and Collagen Diamond Pro at 5500mg with NMN and Resveratrol), representing the flagship anti-ageing and skin health offerings. The Pro Series includes advanced formulations like StemCell, Collagen Beauty Pro, and BustUp Pro for specialized beauty needs. Health supplements include the #1 repurchased Detox Enzyme, digestive aids (5Dtox, Bio-Booster), and weight management products (Kiloscut, COF, Sknny Coffee, D'TOX Teas). Traditional wellness beverages feature Essence of Chicken (Original, American Ginseng & Cordyceps, Lingzhi) and Bird's Nest variants with various ingredients. Men's health is addressed through Collagen Men, Collagen Men Pro, Maca Men Pro, and 3-in-1 His. Hair vitality is supported by Haeria Pro and Royal Black. Eye health products include Eyebright Lutein and JellyBoost Lutein. Nutritional products for elderly include WellSure complete nutrition and Royal Green. The company operates a Kino Club loyalty program with tiered rewards, offers subscription services for regular deliveries, and maintains 5 retail stores across Singapore. All collagen products are Halal-certified and SGS-tested for quality assurance.

Differentiator

Problem solved

Functional benefit

Products and services

• Collagen Diamond Singapore's #1 best-selling collagen drink with 5300mg marine collagen sourced from Atlantic salmon. Award-winning, SGS-tested, and Halal-certified. Clinically proven to smooth, plump, and hydrate skin in 7 days; supports skin elasticity, reduces fine lines, and strengthens hair and nails.
• Collagen Diamond Pro Advanced collagen formula with 5500mg marine collagen enhanced with NMN and Resveratrol. SGS-tested and Halal-certified. Marketed as clinically proven to firm, hydrate, and renew skin in 6 days, with claimed 5X bioavailability and +85% hydration improvement.
• StemCell Cell-repairing anti-ageing drink with Snow Lotus Stem Cell and Marine Collagen. Supports skin renewal from within, targeting wrinkles, sagging skin, and loss of firmness.
• Collagen Beauty Pro Improves the skin's moisture barrier and refines texture for lasting comfort and clarity. Targets dryness and dullness with enhanced hydration and elasticity support.
• Collagen Men Collagen drink formulated for men with oily skin. Balances oil production, refines pores, and promotes a healthier, clearer look; addresses male-specific skin concerns.
• Collagen Men Pro Advanced men's collagen with 5500mg marine collagen, NMN, Vitamin C, and Djulis Extract. Award-winning, SGS and Halal-certified. Marketed with claims of 98% more hydration, 27% oil reduction, and 91% wrinkle reduction.
• Collagen Nite Supports uninterrupted deep sleep while boosting skin hydration and firmness overnight through a dual-action beauty sleep formula.
• ProWhite Skin brightening drink targeting dull skin and dark circles. Detoxifies from within to repair late-night damage and restore clarity.
• Detox Enzyme Digestive enzyme supplement packed with a 75-fruit-and-vegetable enzyme complex. Marketed for fast relief from constipation in 2-4 hours, soothing bloating, and improving digestion; berry flavour.
• Kiloscut Weight management supplement claimed to block up to 30% of dietary fat and support metabolism. Helps manage weight without cutting favourite meals; peach flavour.
• Haeria Pro Hair vitality supplement that strengthens hair from the roots, revitalises thinning hair, and supports fuller, thicker strands for long-term scalp health. Marketed to reduce hair fall, boost volume, and fortify roots in 12 weeks; grapefruit flavour.
• Maca Men Pro Men's supplement that enhances stamina and vitality, regulates hormones, and improves physical resilience. Formulated for demanding days and intimate moments.
• Eyebright Lutein Eye health supplement with FloraGLO Lutein. Protects eyes from blue light, UV damage, and screen fatigue; suitable for all ages; strawberry flavour.
• WellSure 850g Complete nutrition powder with vitamins, minerals, and gut-friendly probiotics formulated for elderly nutrition; plant-based; oat flavour.
• Essence of Chicken Original 100% pure 180-day free-range chicken essence crafted for everyday nourishment in a traditional savoury format.
• Bird's Nest with Longan & Wolfberries Luxurious bird's nest blend with longan and wolfberries, double-boiled for a naturally rich aroma and smooth, comforting taste.
• Sky Grass 100% organic wheatgrass powder produced using IOAC technology. Marketed to support blood detoxification, boost immunity, and promote healthier, glowing skin; balances body's pH.
• Subscription Service Recurring subscription service allowing customers to receive regular product deliveries at intervals of every 2 weeks, monthly, or every 2 months, with subscription pricing offering approximately 30-50% savings versus one-time purchase.
• Kino Club Loyalty Program Free-to-join loyalty program earning 1 coin per S$1 spent. Benefits include stackable discount codes (10% off at 200 points, 15% off at 400 points), free gifts, and exclusive member events.

Quantifiable outcome

• Over 10 million bottles sold across all collagen products
• +9 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Partnerships

Two partnerships are on record, tiered minor.

• AtomeminorGTM or Marketing PartnerBuy-now-pay-later payment partnership allowing customers to split purchases into 3 interest-free payments. Extends purchasing power to premium-priced wellness products, reducing customer friction at checkout.
• ShopbackminorGTM or Marketing PartnerCashback partnership offering customers up to 8% cashback through Shopback platform. Drives acquisition from deal-seeking consumers and provides additional purchase incentive.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• DHC: Major Japanese supplement and skincare company with strong beauty supplement lineup. Similar DTC-plus-retail model serving women seeking beauty-from-within solutions.
• Fancl: Japanese beauty-from-within supplement specialist with strong direct-to-consumer and retail presence. Comparable as ingestible beauty brand focused on anti-aging, skin health, and women's wellness.
• Meiji: Japanese CPG giant behind Meiji Amino Collagen, the leading collagen drink in Asia. Directly comparable as collagen beverage brand serving Asian female consumers with subscription-style repeat purchase behavior.

Broad incumbents

• Shiseido: Global Japanese beauty giant with ingestible beauty line (Shiseido The Collagen) and strong Asia retail presence. Overlaps as collagen drink competitor but operates at much broader scale.
• Blackmores: Australia's leading health supplement brand with established beauty and wellness ranges, strong ASEAN presence including Singapore. Comparable as premium supplement retailer with beauty positioning.
• Amorepacific: Korean beauty conglomerate with supplement and beauty-from-within offerings across Asian markets. Comparable as premium beauty brand serving similar demographic with omnichannel retail.
• Swisse Wellness: Australian premium vitamins and wellness brand owned by H&H Group, with significant Asian distribution. Comparable premium positioning in beauty and wellness supplements.

Emerging players

• Vital Proteins: US-based collagen and wellness supplement brand with strong digital DTC presence and subscription model. Comparable in collagen focus and modern subscription-led GTM, though primarily US-focused.

Regional players

• Eu Yan Sang: Singapore-founded traditional Chinese medicine and wellness retailer with bird's nest, essence of chicken, and beauty supplements. Highly comparable in Singapore retail footprint and overlapping product categories.
• BRAND'S: Thai/Southeast Asian heritage health beverage brand (Brand's Essence of Chicken, Bird's Nest). Directly comparable in essence of chicken and bird's nest wellness beverages across ASEAN markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/KinohimitsuSg
• Instagraminstagram.com/kinohimitsusg
• TikToktiktok.com/@kinohimitsusg
• Xx.com/kinohimitsusg

Compliance2 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 Kinohimitsu Singapore