What DR's Secret does

DR's Secret is a Singapore-headquartered skincare brand founded in 2000 and owned by Best World International Limited, selling a single customizable product range designed to deliver "foundation-free" skin across Asia-Pacific. The portfolio is built around a numbered system spanning cleansers, toners, treatment serums (including the Refining Serum 9 bestseller and the Aqua Boost Serum 10 with 12 hyaluronic acid variants), moisturizers, sunscreens, masks, eye and neck care, a Lip Rouge and Brow Styler color line, and devices such as the LIF (combining four technologies) and the exfoliating Miraglo Face. Advanced biotech positioning is anchored by the BioSC Ampoule, a next-generation secretome formula. The company complements its product system with the AI-powered Skin Studio AI tool — built on Revieve's computer-vision technology — that measures 16 key skin metrics from a selfie and routes users to personalized recommendations.

The business operates a hybrid go-to-market: direct-to-consumer e-commerce through 16 regional storefronts (covering Singapore, Malaysia, Indonesia, Australia, Japan, South Korea, Philippines, Thailand, UAE, USA, Canada, New Zealand, Brunei, Mainland China, Hong Kong SAR, and Taiwan), a Skin Buddy network of independent sales representatives providing personalized consultations, and physical retail/lifestyle centers in markets such as Malaysia. Revenue comes from one-time product sales priced in Singapore Dollars with free shipping above S$250 per invoice; no subscription model is disclosed. Customers are individual consumers seeking simplified, multi-step routines for conditions such as acne, sensitivity, pigmentation, and aging, guided through content marketing (blog, Instagram, Facebook, YouTube, Weibo, WeChat) and industry events including Cosmoprof Asia. Leadership comprises co-founder Dora Hoan and founder, president and chairman Doreen Tan, with no external investment, private equity, or venture capital backing evidenced.

Name

DR's Secret

Legal name

Best World International Limited

Website

https://drs-secret.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

DR's Secret is a Singapore-founded skincare brand (est. 2000, owned by Best World International) selling a single customizable range across 20+ Asia-Pacific markets via DTC e-commerce, Skin Buddy consultants, and select retail, supplemented by an AI-powered skin analysis tool.

Ownership category

akta.pro rank

Product category

Skincare and Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)

akta.pro secondary industries

Skincare Devices (Cleansing Brushes, Microcurrent, LED, Dermaplaning) (CRABAKAI), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

Keywords

• Personalized skincare products
• Anti-aging skincare range
• Home beauty devices
• Customizable skincare routines
• AI skin analysis tools

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of skincare products through e-commerce website and physical retail stores. Products include cleansers, toners, serums, moisturizers, sunscreens, masks, eye care, and devices. Single customizable product range approach.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

DR's Secret sells a single, customizable skincare range — cleansers, toners, treatment serums, moisturizers, sunscreens, masks, eye and neck care — plus the LIF home beauty device, brow and lip color products, and the BioSC Ampoule biotech treatment. Customers are guided by Skin Buddy consultants and the AI-powered Skin Studio AI to assemble personalized routines targeting concerns such as acne, sensitivity, pigmentation, aging, and dryness.

Product overview

DR's Secret is a Singapore-based skincare brand founded in 2000 that advocates for foundation-free glowing skin through a single customizable product range. The core product system includes foundational products (Cleanser 1, Toner T2, Moisturizer 6, Refining Serum 9, Sunscreen 5) that form the base for customizable skincare routines. Treatment products (Skinlight T3, Skinrecon T4, C15 Essence 7, Spot Serum 8, Aqua Boost Serum 10, AR Tabs A3, AR Essence A3) can be added for specific concerns. The range includes specialty products (Pure Mask, Hydro Mask, Vitalising Eye Mask, Eye Cream, NeckLift Cream), a device (LIF), brow and lip products (Brow Styler, Lip Rouge, Conditioning Lip Butter), and a recent advanced biotech innovation (BioSC Ampoule). An AI-powered Skin Studio AI tool provides personalized recommendations based on selfie analysis. The products are designed to work synergistically and be customized to individual skin conditions through guidance from Skin Buddy consultants.

Differentiator

Problem solved

Functional benefit

Products and services

• Cleanser 1 Gentle gel cleanser that leaves skin clean, calm and refreshed; positioned as a bestseller and top seller for daily cleansing.
• Toner T2 Skin-toning botanical extract toner that hydrates and balances skin, preparing it for the skincare routine.
• Skinlight T3 Brightening treatment combining botanical extracts to address dullness and uneven skin tone.
• Skinrecon T4 Multi-functional soothing formula for skin renewal, nourishment and revitalization.
• Sunscreen 5 Sun protection product with tone-up effect; awarded Editor's Choice for Best Sunscreen Tone-up Lotion in 2023.
• Sunscreen Matte 5M Mattifying sunscreen variant providing sun protection with a matte finish.
• Moisturizer 6 Deep moisturizing cream that hydrates and locks in moisture; rich texture suitable for dry to normal skin.
• C15 Essence 7 High-performance Vitamin C essence for collagen boost and anti-aging benefits.
• Spot Serum 8 Gentle blemish serum targeting problem areas to soothe and restore natural beauty.
• Refining Serum 9 Number-one bestseller serum that minimizes the appearance of pores while soothing and firming skin; combines plant extracts with patented actives.
• Aqua Boost Serum 10 Hydration booster formulated with 12 types of Hyaluronic Acid for deep hydration and skin barrier restoration.
• AR Tabs A3 E-Factor peptides in freeze-dried tablet form for age-defying skincare; part of the Aestier range.
• AR Essence A3 Activating essence complement for renewed skin, part of the Aestier anti-aging range.
• Cleansing Cream A1 Soothing makeup remover that maintains skin moisture while cleansing.
• Total Base A5 Tinted base product providing natural coverage with sun protection.
• Emulsion A6 Lightweight moisturizing emulsion alternative for oily skin types or as a lighter option for combination skin.
• Eye Cream Eye-area cream formulated for delicate under-eye skin, avoiding heavy products around the eyes.
• Vitalising Eye Mask Eye treatment with high-penetration technology to revitalize, brighten and soothe tired, stressed eyes.
• NeckLift Cream Multi-action neck product for graceful contours and neck-area care.
• Pure Mask Two-step mask activated only when in contact with water, keeping actives dry and fresh until use; contains hydrolyzed collagen and hydrolyzed albumen.
• Hydro Mask Nano-fine biocellulose mask containing Antarctic ferment extract for deep moisturizing.
• LIF Device Next-generation home beauty device combining four unique technologies for daily skin-perfecting and a V-shaped face effect in 5 minutes.
• Miraglo Face Exfoliating cloth used for physical exfoliation, recommended 1–2 times weekly for normal/oily skin and twice monthly for dry sensitive skin.
• Balancing Oil Oil-balancing routine booster that can be mixed with other DR's Secret products for enhanced effects.
• Lip Rouge Plush matte lipstick in six shades — Discreet Nude, Ravishing Rosewood, Rebellious Red, Tenacious Rose, Mysterious Plum, and Sassy Fuchsia.
• Conditioning Lip Butter Natural lip balm available in Sweet Tangerine and Fresh Peppermint variants for moisturizing and soothing lips.
• Brow Styler Retractable brow pencil in three universal gender-inclusive shades for effortless brow styling.
• BioSC Ampoule Next-generation secretome formula for deep skin renewal and rejuvenation using advanced biotech innovation.
• Skin Studio AI AI-powered skin analysis tool that provides personalized skincare routines by measuring 16 key metrics and 200+ sub-metrics from a user selfie and recommending DR's Secret products; connects users to a Skin Buddy.

Quantifiable outcome

• Visible improvements typically seen after 1 month of consistent application
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature3 records

Partnerships

One partnership is on record.

• RevievecoreTechnology or Integration · 5 November 2025DR's Secret and Revieve expanded the AI-powered Skin Studio AI experience into Malaysia and Indonesia. The partnership aims to meet rising consumer demand for personalized skincare and digital-first solutions in Southeast Asia. Revieve provides AI-powered skin analysis technology that measures 16 key metrics and 200+ sub-metrics for personalized product recommendations.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tatcha: Japanese-inspired premium skincare brand with a single customizable routine philosophy similar to DR's Secret. Targets the same 'skinimalism' and foundation-free consumer with hero ingredients and a streamlined product line.
• SK-II: Procter & Gamble's premium Asian-origin skincare brand, with a similar foundation-free/clear-skin value proposition and heavy use of proprietary ingredients (Pitera) and personalization tools. Directly competes with DR's Secret in the prestige Asian skincare tier across Southeast Asia.
• Sulwhasoo: Amorepacific's flagship luxury Korean skincare brand built on herbal/biotech ingredient heritage. Competes head-to-head with DR's Secret's Aestier and BioSC Ampoule offerings for the Asian premium skincare consumer.
• Hada Labo (Rohto Pharmaceutical): Japanese hyaluronic acid-focused skincare brand (parent: Rohto) with deep Asia-Pacific distribution including Southeast Asia. Competes directly with DR's Secret's hydration-focused products like Aqua Boost Serum 10.

Broad incumbents

• Shiseido: Japanese global beauty conglomerate with strong Asia-Pacific presence and premium skincare lines. Broad incumbent operating across skincare, makeup, and fragrance; competes with DR's Secret for prestige skincare share in the same geographies.
• Kosé: Japanese beauty conglomerate with prestige skincare lines (Decorté, Sekkisei) and biotech-grade positioning. Competes with DR's Secret for premium Asian skincare share across Japan, China, and Southeast Asia.
• Estée Lauder: Global prestige beauty conglomerate with extensive skincare portfolio (Estée Lauder, La Mer, Clinique). Competes broadly with DR's Secret for premium skincare consumer spend in shared Asia-Pacific markets.

Emerging players

• Drunk Elephant: Premium US-born skincare brand built around a single, bio-compatible ingredient philosophy and customizable routines, recently acquired by Shiseido. Conceptually aligned with DR's Secret's customizable, single-range positioning.
• Dr. Barbara Sturm: Premium doctor-led skincare brand emphasizing biotech-grade, personalized treatments (including the Sturm Glow vampire facial concept). Comparable to DR's Secret's biotech-driven, personalized premium positioning.
• Atolla: AI-driven personalized skincare startup that uses data-driven formulation to customize serums for individual users. Represents the AI-personalization frontier that DR's Secret's Skin Studio AI competes against in the DTC space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCqFHZnDOaCj-dkKrojWL1Ww
• Facebookfacebook.com/drssecretofficial
• Instagraminstagram.com/drssecretofficial
• Xx.com/bwlphdrssc
• LinkedInlinkedin.com/company/dr-s-secret

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 DR's Secret