Pine & Co
Pine & Co is a Singapore-based, bootstrapped consumer goods company that formulates and sells plant-based body wash, shampoo, and conditioner under four character-driven collections, plus a B2B custom formulation service and a retail-distributed everyday-ingredients sub-line serving Southeast Asian consumers.
- Company typePrivate
- Founded2020
- HeadquartersMidview City, Singapore
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Pine & Co does
Pine & Co is a Singapore-headquartered, founder-owned consumer goods company that develops, manufactures, and sells plant-based body wash, shampoo, and conditioner products under the registered trademark PINE & CO ®. The company was conceived in 2018 as broader skincare experimentation and formally incorporated in 2020 after a co-founder — a cosmetic scientist — spent over a year developing a gentle, plant-based antibacterial body wash formulation originally intended for his newborn daughter. Core product architecture rests on proprietary formulation elements: a prebiotic complex (Inulin and Alpha-Glucan Oligosaccharide), a long-lasting moisturising complex that remains active post-rinsing, plant-based lactic acid as a non-harsh antibacterial, chamomile extract for sensitive skin, and a sulfate-free cleansing base (Sodium Methyl Cocoyl Taurate). The portfolio is organised into four character-driven collections — Seasons (Spring, Summer, Autumn, Winter), Idylls (Cosette, Elizabeth), Tone Poems (Ellis, Ariane), and Tacet (unscented) — plus shampoo and conditioner variants, travel sizes, and gift sets. Two sub-brands extend the platform: Pine & Co: Studio, a B2B custom formulation service for brands, hotels, cafes, and corporate gifting; and Pine & Co: Commons, an everyday-ingredients sister line anchored by rice and oat extracts, available at Cold Storage Singapore.
The business operates a multi-channel go-to-market: direct e-commerce via pineandco.com (its primary channel, with tiered delivery to Singapore, Malaysia, and Vietnam), third-party marketplace listings on ShopeeMall and LazMall, premium lifestyle placement on KrisShop with KrisFlyer miles integration, a wholesale/bulk programme at S$288 per 24-bottle carton, the Cold Storage physical retail partnership for Commons, and a direct-enquiry B2B motion for Studio. Consumer pricing sits at S$17 per 500ml body wash, S$21–S$23 for premium head-to-toe washes, shampoo, and conditioner, and S$7–S$9 for 60ml travel sizes. A free loyalty programme awards one point per S$1 spent, redeemable for discounts and free shipping. The company manufactures in ISO-certified facilities in Singapore and Malaysia, is bootstrapped with no external funding, and operates with a small team of 11–50 people serving Southeast Asian consumers who prioritise gentle, plant-based, transparently formulated personal care.
Pine & Co firmographics
Firmographics- Name
- Pine & Co
- Legal name
- PINE&CO PRIVATE LIMITED
- Website
- https://pineandco.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pine & Co is a Singapore-based, bootstrapped consumer goods company that formulates and sells plant-based body wash, shampoo, and conditioner under four character-driven collections, plus a B2B custom formulation service and a retail-distributed everyday-ingredients sub-line serving Southeast Asian consumers.
- Ownership category
- akta.pro rank
Where Pine & Co is headquartered
LocationHeadquarters
- HQ city
- Midview City
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
Pine & Co business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Technology or R&D, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct-to-consumer e-commerce (B2C): Pine & Co's primary revenue stream is direct online sales through its e-commerce website (pineandco.com). Products are shipped to customers in Singapore, Malaysia, and Vietnam with tiered delivery pricing. The brand maintains a loyalty/rewards programme (collecting points per $1 spent) to drive repeat purchases and customer lifetime value.
- Online marketplace sales: Sales through ShopeeMall and LazMall platforms, leveraging marketplace traffic, trust, and fulfilment infrastructure. These channels serve as an additional discovery and purchase channel alongside the direct website.
- Physical retail distribution: The Commons sub-line (A Tapestry of Home: Rice) is sold through Cold Storage Singapore, a major supermarket chain, placed alongside everyday household ingredients. This provides recurring retail revenue through established grocery retail channels.
- Gift set retail (B2C): Pre-packaged gift sets (Minuet & Trio Gift Set at $17, Consonance Gift Set at $35) provide an alternative revenue stream and purchase occasion, particularly for gifting, weddings, and corporate giveaways. No minimum order for standard sets.
- Wholesale / bulk order B2B: Bulk wholesale orders at $288 per carton (24 bottles per carton) for the Seasons Collection, Idylls Collection, and Commons products. Products purchased wholesale cannot be re-listed online or sold in physical stores without prior written approval. This is a B2B revenue stream targeting resellers and businesses.
- Custom formulation services (Studio): Pine & Co: Studio offers bespoke body care formulation services for brands, cafes, hotels, wedding couples, and corporate clients. This includes custom scent development, texture formulation, and branded packaging. Revenue is project-based and driven by direct enquiries. A select number of projects are taken on at a time.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Seasons Collection Body Wash 500ml — S$17 |
| Unit Pricing | Pay-as-you-go | Idylls Collection Body Wash 500ml — S$17 |
| Unit Pricing | Pay-as-you-go | Tone Poems Collection Head-to-Toe Wash 500ml — S$21 |
| Unit Pricing | Pay-as-you-go | Tacet Head-to-Toe Wash 500ml — S$21 |
| Unit Pricing | Pay-as-you-go | Shampoo Seasons & Idylls 500ml — S$23 |
| Unit Pricing | Pay-as-you-go | Conditioner 500ml — S$23 |
| Unit Pricing | Pay-as-you-go | Body Wash Travel Size 60ml — S$7 |
| Unit Pricing | Pay-as-you-go | Shampoo Travel Size 60ml — S$9 |
| Unit Pricing | Pay-as-you-go | Minuet & Trio Gift Set — S$17 |
| Unit Pricing | Pay-as-you-go | Consonance Gift Set — S$35 |
| Unit Pricing | Pay-as-you-go | Commons Hand & Body Wash 500ml — S$17 |
| Unit Pricing | Pay-as-you-go | Commons Shampoo 500ml — S$23 |
| Unit Pricing | Pay-as-you-go | Bulk wholesale carton — S$288 |
| Freemium | Pay-as-you-go | Loyalty rewards programme (free to join) |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Pine & Co product offering
Product offeringCore offering
Pine & Co is a Singapore-based plant-based personal care brand that develops, manufactures, and sells body washes, shampoos, conditioners, gift sets, and travel sizes under its flagship line and two sub-brands, Commons and Studio. The company formulates products in-house with a year-long R&D cycle, selling directly to consumers online, through marketplaces, and via physical retail, while also offering custom formulation services to brands, hotels, cafes, and corporate clients.
Product overview
Pine & Co is a Singapore-based plant-based body care brand offering a comprehensive portfolio of body washes, shampoos, and conditioners. The core product line consists of four main collections: the Seasons Collection (body wash in four seasonal scents: Spring, Summer, Autumn, Winter), the Idylls Collection (body wash with character-driven variants: Cosette with rose extracts, Elizabeth with pomegranate), the Tone Poems Collection (ultra-gentle aromatherapy variants: Ellis, Ariane), and Tacet (fragrance-free ultra-gentle option). Supporting products include shampoo and conditioner in matching variants, travel sizes, and gift sets. The company operates two sub-brands: Commons (everyday ingredients like rice-based products) and Studio (custom formulation services for brands, weddings, and corporate occasions). The brand is manufactured in ISO-certified factories in Singapore and Malaysia with formulations developed internally, emphasising plant-based, antibacterial ingredients with over a year of R&D per product.
Differentiator
Problem solved
Functional benefit
Brands
- Pine & Co: Studio: The formulation arm of Pine & Co that works with brands, cafes, hotels, and establishments to develop custom body care products built around a specific brief. Also creates bespoke body wash gift sets for weddings and corporate occasions.
- Pine & Co: Commons
Products and services
- Pine & Co Body Wash | Seasons Collection Four-scent body wash collection (Spring, Summer, Autumn, Winter) with plant-based antibacterial protection, black oats extract, olive extract, and plant-based lactic acid. Gentle enough for sensitive skin and newborns. pH optimised for skin. 500ml bottle at S$17.
- Pine & Co Body Wash | Idylls Collection Two-variant body wash collection featuring Cosette (rose, peach, peony with organic rose water and rose bark extract) and Elizabeth (vanilla, musk with pomegranate extract). Both include black oats extract, olive extract, and plant-based lactic acid for antibacterial protection. 500ml bottle at S$17.
- Pine & Co Head-to-Toe Wash | Tone Poems Collection Ultra-gentle, sulfate-free head-to-toe wash aromatised with essential oils. Ellis variant (bergamot, lavender, patchouli, rosemary) and Ariane variant (orange, vetiver, rosemary). Includes prebiotic complex, long-lasting moisturising complex, and chamomile extract. 500ml bottle at S$21.
- Pine & Co Head-to-Toe Wash | Tacet Ultra-gentle, sulfate-free, fragrance-free head-to-toe wash for sensitive skin. Features prebiotic complex, long-lasting moisturising complex, and chamomile extract. Safe for children, newborns, sensitive skin, and face use. 500ml bottle at S$21.
- Pine & Co Shampoo Daily-use shampoo formulated with ginger extract, sage extract, rosemary extract, and Iris Florentina Root Extract. Available in Spring (bergamot, lily, patchouli) and Cosette (rose, peach, peony) variants. Safe for colour-treated hair. 500ml bottle at S$23.
- Pine & Co Conditioner Conditioner formulated with collagen, rice water, ginger root extract, and rosemary extract. Nourishes without weighing hair down, promotes healthier, fuller-looking hair. Available in Spring variant (bergamot, lily, patchouli). 500ml bottle at S$23.
- Pine & Co Body Wash | Travel Size 60ml travel-sized body wash available across all collections including Seasons (Spring, Summer, Autumn, Winter), Idylls (Cosette, Elizabeth), Tone Poems (Ellis, Ariane), and Tacet. Same formulation as full-size products. Priced at S$7 per 60ml bottle.
- Pine & Co Shampoo | Travel Size 60ml travel-sized shampoo available in Spring (bergamot, lily, patchouli) and Cosette (rose, peach, peony) variants. Same formulation as full-size shampoo. Priced at S$9 per 60ml bottle.
- PINE & CO Minuet & Trio Gift Set Pre-packaged gift set containing three 60ml body wash bottles (Spring, Summer, Cosette by default; customisation available). For orders above 50 sets, contact directly. Delivery lead time 2–3 working days for up to 40 sets. Priced at S$17 per set.
- PINE & CO Consonance Gift Set Customisable gift set allowing selection of two 500ml body washes from available variants including Spring, Summer, Autumn, Cosette, Elizabeth, and Wayfarer. Priced at S$35 per set.
- PINE & CO Bulk Orders / Wholesale Wholesale programme for retailers and businesses offering 24-bottle cartons of Seasons, Idylls, and Commons products at S$288 per carton. Products cannot be re-listed online or sold in physical stores without prior written approval from Pine & Co.
- Pine & Co: Studio (Custom Formulation Service) Custom formulation service for brands, cafes, hotels, and establishments. Develops bespoke body care products built around specific briefs including signature scents, textures, and packaging. Also creates custom wedding favours and corporate gifting with personalised formulations. A select number of projects are taken on at a time.
- Pine & Co: Commons Hand & Body Wash (Rice) Hand and body wash from the Commons sub-line featuring rice water and oat extract. Inspired by everyday household ingredients, formulated with the same care as the main Pine & Co line. 500ml bottle at S$17.
- Pine & Co: Commons Shampoo (Rice)
Quantifiable outcome
- pH-balanced formulations suitable for newborn skin and sensitive skin
- +1 more outcomes
Companies that use Pine & Co
Customer profileNamed customers3 records
Ideal customer profiles3 records
Pine & Co technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Pine & Co partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- KrisShopcorePine & Co products are listed on KrisShop, a premium travel and lifestyle retail platform. Customers can purchase Pine & Co body washes and earn or redeem KrisFlyer miles (Singapore Airlines' loyalty programme). This partnership positions Pine & Co within a premium lifestyle gifting context and provides access to KrisShop's customer base of frequent travellers and loyalty programme members.
- Cold Storage SingaporecorePine & Co: Commons sub-line products are available in selected Cold Storage Singapore stores, positioned alongside everyday household ingredients such as rice. This retail placement reinforces the Commons philosophy of familiar, home-sourced ingredients and provides physical retail discovery for a customer base visiting for grocery shopping.
- Pan Pacific Orchard SingaporeminorPan Pacific Orchard Singapore has selected Pine & Co as its preferred wedding favour provider. Pine & Co: Studio creates premium customisable wedding favours for hotel weddings and events hosted at the property.
- ShopeeMall and LazMallcorePine & Co maintains marketplace listings on both ShopeeMall and LazMall, two of Singapore's largest e-commerce platforms. These channels serve as additional purchase touchpoints, leveraging existing marketplace trust and delivery infrastructure to reach customers who prefer marketplace shopping over direct e-commerce.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Pine & Co competitors and assessment
Company assessmentDirect peers
- Shea Moisture: Natural hair and body care brand with similar plant-based, 'free-from harsh ingredients' philosophy. Comparable to Pine & Co on ingredient ethos and target customer seeking gentle, culturally-rooted personal care.
- Dr. Bronner's: Natural soap and body care company with an 'all-in-one' formulation approach and strong brand storytelling. Comparable to Pine & Co on plant-based, multi-use cleansing positioning and multi-channel DTC + retail distribution.
- Lush: Global handmade natural cosmetics retailer focused on fresh, plant-based body care. Comparable to Pine & Co on the natural-ingredient, 'free-from' positioning, multi-channel retail (DTC + physical stores), and strong brand narrative.
- Aesop: Australian-founded luxury body and skin care brand with premium positioning and natural-ingredient formulations. Aesop is comparable to Pine & Co in its premium price tier, plant-based ethos, and selective retail distribution model.
- Necessaire: Premium body care DTC brand offering body wash, lotion, and other essentials with a focus on clean ingredients and minimalist design. Directly comparable to Pine & Co on premium pricing, plant-based formulations, and DTC-led distribution.
- Native: Natural personal care DTC brand offering body wash, deodorant, and other daily essentials with clean ingredients. Closely comparable to Pine & Co on the sensitive-skin, sulfate-free body wash positioning and premium DTC-first model.
- Salt & Stone: US-based natural body care DTC brand with a focus on botanical formulations and clean ingredients. Directly comparable to Pine & Co on the plant-based, sensitive-skin positioning and premium DTC distribution model.
Broad incumbents
- The Body Shop: Larger established natural-ingredient focused body and personal care retailer. Overlaps with Pine & Co on the ethical, plant-based positioning, but operates at much greater scale across global retail and a wider product portfolio.
- Elemis: Established British premium skincare and body care brand with strong spa and hospitality channel presence. Comparable to Pine & Co on premium positioning and the body care category, but operates at greater scale with a broader product portfolio.
Emerging players
- Haeckels: Independent UK-based natural skincare and body care brand with a strong sustainability and ingredient-led narrative. Comparable to Pine & Co on the small-team, founder-led positioning and natural, biologically-active formulation philosophy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Pine & Co social profiles
Digital presencePine & Co compliance and trust
Trust signalCompliance1 record
Pine & Co financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pine & Co leadership team
Management profileNumber of profiles
Profiles2 records
Pine & Co funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pine & Co M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pine & Co
What does Pine & Co do?
Pine & Co is a Singapore-based plant-based personal care brand that develops, manufactures, and sells body washes, shampoos, conditioners, gift sets, and travel sizes under its flagship line and two sub-brands, Commons and Studio. The company formulates products in-house with a year-long R&D cycle, selling directly to consumers online, through marketplaces, and via physical retail, while also offering custom formulation services to brands, hotels, cafes, and corporate clients.
Is Pine & Co a public or private company?
Pine & Co is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pine & Co founded?
Pine & Co was founded in 2020. It employs 11 to 50 people.
Where is Pine & Co based?
Pine & Co is headquartered in Midview City, Singapore, in the Asia region.
How does Pine & Co make money?
Six revenue lines are on record. Direct-to-consumer e-commerce (B2C) is the primary driver. The others are online marketplace sales, physical retail distribution, gift set retail (B2C), wholesale / bulk order B2B and custom formulation services (Studio).
Who are Pine & Co's main competitors?
Direct peers on record are Shea Moisture, Dr. Bronner's, Lush, Aesop, Necessaire, Native and Salt & Stone. Broad incumbents are The Body Shop and Elemis. Haeckels is listed as an emerging player.
Does Pine & Co have an API?
No public API is recorded for Pine & Co.