borden co. pte ltd

What borden co. pte ltd does

Borden Company (Private) Limited is a Singapore-based consumer healthcare manufacturer that produces and distributes the Eagle Brand portfolio of topical analgesics, aromatherapy products, and natural hygiene solutions. The company operates a single GMP-certified manufacturing facility at 9 Jalan Kilang in Singapore, producing approximately 10 million bottles of its signature medicated oil annually across more than 100 SKUs. Its core product, Eagle Brand Medicated Oil (the "Green Oil"), was originally formulated in 1935 by German chemist Wilhelm Hauffmann for J. Lea & Co; Borden was incorporated in 1960 to take over that business and the Eagle Brand trademark. The product range has since been extended to include the Fresh On Aromatherapy Roll-On line, the Naturoil sub-brand (essential oils, DEET-free MozzieGone repellent, disinfectant sprays, and antibacterial handwashes), plus muscle rubs, balms, capsicum plasters, nasal inhalers, and baby oils. Products are independently certified by PSB-TUV and ChemLab for disinfectant efficacy.

The company's business model is B2C consumer packaged goods with both domestic Singapore retail (Guardian, Watsons, FairPrice) and direct-to-consumer e-commerce (Lazada, Shopee, own website) alongside a wholesale international distribution network spanning more than 30 countries including Indonesia, Malaysia, Cambodia, Australia, the USA, Taiwan, Saudi Arabia, Hong Kong, Thailand, Canada, New Zealand, South Africa, France, and the Middle East. Pricing is set at the unit level by individual retailers and not publicly disclosed; the revenue model is one-time purchase of physical SKUs with no subscription or licensing component. The company is privately held under family ownership (CEO Christel Leong, Director Adam Yeo), with no disclosed parent, no venture capital or private equity involvement, and no subsidiaries. Customer concentration is structurally low given the long-tail consumer base and diversified distributor model, while growth is being pursued through US market expansion (2025), continued product adjacencies (aromatherapy, hygiene, repellent), and brand-building sponsorships such as the Singapore Badminton Open 2023.

Name

borden co. pte ltd

Legal name

Borden Company (Private) Limited

Website

https://bordeneagle.com.sg

Company type

Private

Founded year

1960

Operating status

Operating

Short description

Borden Co. Pte Ltd is a Singapore-based, family-owned manufacturer of Eagle Brand topical analgesics, aromatherapy roll-ons, natural disinfectant sprays, and mosquito repellents, producing approximately 10 million bottles annually across 100+ SKUs and distributing to consumers in over 30 countries through pharmacies, supermarkets, and e-commerce.

Ownership category

akta.pro rank

Product category

Consumer Healthcare (Topical Analgesics and Wellness)

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Hand Sanitizers & Antibacterial Personal Care (CRADANAI), Insect & Pest Control (Indoor/Outdoor Insecticides, Repellents, Traps) (CRADAKAJ)

Keywords

• Topical analgesics
• Medicated oils
• Aromatherapy products
• Natural disinfectants
• Consumer healthcare

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Product Sales: Direct sales of medicated oils, aromatherapy roll-ons, muscle rubs, disinfectants, and related wellness products to consumers through retail stores and e-commerce platforms. Products are sold in various sizes (3ml to 280ml) as one-time purchases.
2. International Distribution: Sales to international distributors across 30+ countries who then resell to local retailers and consumers. Distributors in markets including Indonesia, Malaysia, Cambodia, Australia, USA, Taiwan, Saudi Arabia, Hong Kong, Thailand, and more.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Borden Co. Pte Ltd manufactures and sells the Eagle Brand and Naturoil ranges of topical analgesics, medicated oils, aromatherapy roll-ons, baby oils, nasal inhalers, capsicum plasters, and natural disinfectant/handwash products. All products are produced at a GMP-certified, HACCP-controlled facility in Singapore and sold through retail pharmacies, supermarkets, e-commerce platforms, and international distributors in over 30 countries.

Product overview

Borden Co. Pte Ltd (Eagle Brand) is a Singapore-based consumer healthcare company offering a comprehensive portfolio of wellness and topical analgesic products. The core product line centers on Eagle Brand Medicated Oil (available in Green, Aromatic, and Refresh variants), which provides fast relief for headaches, muscle aches, and cold symptoms. The product portfolio expands through the Fresh On Aromatherapy Roll On sub-brand featuring essential oil blends in portable roll-on format, and the Naturoil range encompassing eucalyptus oils, citronella mosquito repellents, natural disinfectant sprays, and antibacterial handwashes. Additional offerings include muscle rubs, balms, capsicum plasters, nasal inhalers, and baby oils. Products are distributed through pharmacies, supermarkets, and e-commerce platforms including Lazada, Shopee, Guardian, Watsons, Amazon, and Walmart. The company operates from a GMP-certified manufacturing facility in Singapore and exports to over 30 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Naturoil: Natural essential oil range including eucalyptus oil, citronella oil, tea tree oil, and related disinfectant sprays and handwashes
• Fresh On
• Vfresh

Products and services

• Eagle Brand Medicated Oil Topical analgesic medicated oil applied to relieve headaches, colds, giddiness, motion sickness, muscle aches, insect bites, and stomach discomfort; sold in multiple sizes (3ml, 6ml, 12ml, 24ml) and variants (Green, Aromatic, Refresh) to retail consumers via pharmacies, supermarkets, and e-commerce.
• Fresh On Aromatherapy Roll-On Portable aromatherapy roll-on stick for on-the-go application of essential oils to relieve fatigue, headaches, nausea, and motion sickness; targeted at retail consumers seeking a convenient travel-format aromatherapy product.
• Eagle Brand Muscle Rub Topical cream formulated for relief of muscular aches, stiffness, sprains, and sports-related soreness; aimed at retail consumers and athletes for over-the-counter pain relief.
• Eagle Brand Muscular Balm Traditional topical balm applied to relieve muscle aches, joint pain, insect bites, and itchiness; sold to retail consumers through Eagle Brand pharmacy and supermarket channels.
• Eagle Brand Capsicum Plaster Medicated capsicum (chilli-based) adhesive plaster for warming relief of back pain, muscle stiffness, and joint aches; targeted at retail consumers as an over-the-counter pain relief patch.
• Eagle Brand Nasal Inhaler Compact nasal inhaler containing aromatic essential oils for temporary relief of nasal congestion, colds, and sinus discomfort; sold to retail consumers for portable on-the-go use.
• Eagle Brand Baby Oil Light moisturizing baby oil (standard and "Plus" variants) for infant skin care and baby massage; targeted at parents purchasing infant grooming products through retail pharmacies and supermarkets.
• Naturoil Essential Oils (Eucalyptus Oil, Citronella Oil, MozzieGone) Plant-based essential oils (eucalyptus, citronella, and a MozzieGone mosquito-repellent blend) sold for aromatherapy, household diffusion, and natural mosquito repellent use; targeted at retail consumers seeking natural wellness products.
• Naturoil Disinfectant Sprays (Eucalyptus and Tea Tree variants) Plant-based household disinfectant sprays in eucalyptus and tea tree variants, certified by PSB TUV Sud and ChemLab for antibacterial performance; marketed to retail consumers as a natural alternative to chemical household disinfectants.
• Naturoil Antibacterial Handwashes (Eucalyptus and Tea Tree variants) Antibacterial handwash liquids in eucalyptus and tea tree variants for personal and household hand hygiene; sold to retail consumers through pharmacies, supermarkets, and e-commerce channels.
• Eagle Brand and Naturoil Gift / Care Packs Pre-packaged gift sets and care packs combining Eagle Brand medicated oils and Naturoil wellness products; targeted at retail consumers for gifting, travel kits, and bundled wellness purchases during festive seasons.

Quantifiable outcome

• 10 million bottles of Eagle Brand Medicated Oil produced annually
• +3 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

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Singapore Badminton Association (SBA)coreStrategic or Co-development Partner · 9 February 2021Borden Eagle Group partnered with the Singapore Badminton Association to launch the EagleCares Badminton Programme, a monthly community initiative providing badminton training at a sports hall for less-privileged children at Jamiyah Children's Home, Salvation Army's Gracehaven and Haven. President Halimah Yacob witnessed the $200,000 cheque handover on 9 February 2021. National shuttler Loh Kean Yew serves as a mentor in the programme.
• Caplang (Indonesia)minorChannel Partner/ Reseller/ DistributorIndonesian distributor handling the sales and distribution of Eagle Brand products in the Indonesian market.
• Geliga (Cambodia)minorChannel Partner/ Reseller/ DistributorCambodian distributor handling the sales and distribution of Eagle Brand products in the Cambodian market.
• Guardian SingaporecoreChannel Partner/ Reseller/ DistributorMajor Singapore pharmacy chain retailing Eagle Brand products including medicated oils, aromatherapy roll-ons, and Naturoil disinfectant sprays.
• Watsons SingaporecoreChannel Partner/ Reseller/ DistributorMajor Singapore pharmacy and health retailer retailing Eagle Brand products including Fresh On Aromatherapy Roll On and other wellness products.
• NTUC FairPricecoreChannel Partner/ Reseller/ DistributorMajor Singapore supermarket chain retailing Eagle Brand products through FairPrice Online and physical store locations.
• Singapore Badminton Association (Event)coreGTM or Marketing PartnerEagle Brand served as a Platinum Sponsor of the Singapore Badminton Open 2023 (HSBC BWF World Tour Super 750 series, 6-11 June 2023). The company set up a booth at the tournament carnival themed 'Eliminate Your Muscular Pain' featuring product demonstrations, sales, and interactive activities. Prize pool was US$850,000.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/eaglebrandsingaporeofficial
• Instagraminstagram.com/eaglebrandsingapore
• LinkedInlinkedin.com/company/borden-company-private-limited

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 borden co. pte ltd