suu balm: good pharma dermatology

What suu balm: good pharma dermatology does

Good Pharma Dermatology Pte Ltd operates the Suu Balm dermatological skincare brand, founded in Singapore in 2015 by Jason Humphries and Dr. John O'Shea in partnership with the National Skin Centre (NSC). The brand commercializes a proprietary formulation originally developed by NSC dermatologist Dr. Tey Hong Liang, which combines menthol for rapid itch relief (claimed within 5 minutes) with a blend of five skin-identical ceramides for skin barrier repair. The product platform has expanded from the original body moisturiser into four dedicated ranges — Adult Care, Kids Care, Scalp Care, and Facial Care — plus the Vytle sub-brand for non-menthol daily maintenance, addressing eczema-prone, dry, itchy, and sensitive skin across age groups from newborns to seniors.

The business model is direct-to-consumer with omnichannel distribution. Suu Balm sells via its own Shopify-powered website (suubalm.com), Shopee Mall, LazMall, TikTok Shop, and Qoo10, and is stocked across Singapore's major pharmacy and supermarket chains (Watsons, Guardian, Unity, FairPrice, Cold Storage) as well as restructured hospitals, polyclinics, and private clinics. Pricing is unit-based in Singapore Dollars, with bundle discounts up to 33%, refill formats, a 'Request a Sample' program, and Atome installment payments. The company markets through content, social media (Facebook, Instagram, TikTok, YouTube), an ambassador program, and PR/earned media, and participates in dermatology conferences such as the World Congress of Dermatology 2023.

The company is privately held with no disclosed funding rounds, founders retain operational control, and Dr. Tey Hong Liang is referenced as the product creator rather than a co-owner. The brand has cumulatively sold 3M+ tubes across 12 countries and holds the #2 position in Singapore's moisturizer category per Nielsen. Revenue, headcount, and detailed financial metrics are not publicly disclosed. The company operates a refill/recycle station in Singapore (in partnership with Sembcorp) and has navigated a counterfeit product incident reported to Singapore regulators (SPF, HSA, NHG, ESG, CCS).

Name

suu balm: good pharma dermatology

Legal name

Good Pharma Dermatology Pte Ltd

Website

https://suubalm.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Good Pharma Dermatology operates Suu Balm, a Singapore-based dermatological skincare brand combining menthol with five skin-identical ceramides for rapid itch relief and barrier repair, serving eczema-prone and sensitive skin consumers across 12 countries via DTC, marketplaces, and pharmacy retail.

Ownership category

akta.pro rank

Product category

Dermatological Skincare

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Dermocosmetics & Medical-Grade Skincare (CRABAAAF)

akta.pro secondary industries

Sensitive Skin & Barrier Repair (CRABAAAG), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF)

Keywords

• Dermatological skincare
• Eczema skincare products
• Sensitive skin moisturiser
• Itch relief cream
• Ceramide skincare

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce): Revenue generated through direct sales via the company's website suubalm.com, offering products at various price points with free shipping thresholds and promotional discounts.
2. Marketplace Sales: Sales through online marketplaces including Shopee, Lazada, TikTok Shop, and Qoo10.
3. Retail Distribution: Sales through retail partners including Watsons, Guardian, Unity, FairPrice, Cold Storage, hospitals, polyclinics, and private clinics.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels10 records

Core offering

Suu Balm manufactures and sells dermatological skincare products for eczema-prone, sensitive, dry, and itchy skin, formulated by the National Skin Centre, Singapore. The core technology combines cooling menthol for rapid itch relief within five minutes with five types of skin-identical ceramides to repair the skin barrier, available across body, kids, scalp, and facial ranges plus a Vytle sister brand. Products are sold direct-to-consumer via suubalm.com, online marketplaces, and major retail and pharmacy chains across 12 countries.

Product overview

Suu Balm is a dermatological skincare brand built on a single flagship innovation: a menthol + ceramide formulation for rapid itch relief. The portfolio spans four distinct lines—Adult Care (body moisturisers and washes), Kids Care (gentler formulations for children/newborns), Scalp Care (shampoos, conditioners, and spray moisturisers), and Facial Care—plus the Vytle sub-brand for non-menthol daily maintenance. Products are formulated by the National Skin Centre, Singapore, and sold primarily DTC via Shopify e-commerce, reaching 12 countries. The range addresses eczema-prone, dry, itchy, and sensitive skin conditions.

Differentiator

Problem solved

Functional benefit

Brands

• Vytle: A dermatologist-backed skincare brand powered by natural-origin ingredients for gentle daily care. Vytle is a non-menthol daily maintenance range providing moisturization and skin barrier repair, distinct from Suu Balm's menthol-based itch relief products.

Products and services

• Ceramide Moisturiser (Rapid Itch Relief) Flagship adult body moisturiser providing rapid itch relief within five minutes via menthol and barrier repair via five skin-identical ceramides, for adults with eczema-prone, dry, itchy, or sensitive skin.
• Kids Ceramide Moisturiser (Gentle Itch Relief) Milder moisturiser with 1% menthol and 3x skin-identical ceramides plus filaggrin, formulated for newborns and children with sensitive or eczema-prone skin.
• Dual Cooling & Moisturising Cream Body Wash Gentle body cleanser with five moisturising ingredients and soap-free, sulfate-free, paraben-free, fragrance-free formulation for eczema-prone and sensitive skin.
• Rapid Itch Relief Scalp Spray Moisturiser Lightweight spray-format scalp moisturiser with ceramides for fast scalp itch relief, suitable for hot and humid climates.
• Gentle Moisturising Anti-Dandruff Shampoo Sulfate-free anti-dandruff shampoo with three anti-dandruff actives and menthol, clinically tested to reduce flaking in seven days for consumers with itchy, flaky scalps.
• Scalp and Hair Conditioner Conditioner providing moisturisation for the scalp and hair, used alongside Suu Balm scalp care products.
• Cooling Itch Relief Facial Moisturiser Facial moisturiser for sensitive facial areas, formulated to be safe near the mouth and eyes while relieving facial itch and dryness.
• Cooling Body Spray Moisturiser Travel-friendly 50ml spray-format body moisturiser for on-the-go itch relief and moisturisation.
• Moisturising Cooling Body Patch Targeted body patch for localised moisturising and cooling relief, extending the brand into a new application format.
• Vytle Daily Ceramide Moisturiser Non-menthol daily maintenance moisturiser with five skin-identical ceramides under the Vytle sister brand, for normal-to-dry skin barrier support.
• Gentle & Moisturising Scalp Care Bundle Pre-configured scalp care bundle combining anti-dandruff shampoo and scalp and hair conditioner for complete scalp routine, sold with promotional discount.
• Rapid Itch Relief Scalp Care Duo Bundle Pre-configured scalp duo bundle combining anti-dandruff shampoo with scalp spray moisturiser for itch and flaking control.
• Gentle & Moisturising Itch Relief Scalp Care Bundle Triple scalp care bundle combining anti-dandruff shampoo, conditioner, and scalp spray for comprehensive itch and flaking relief.
• Gentle Moisturising Anti Dandruff Shampoo Bundle (2x480ml) Volume value bundle of two 480ml anti-dandruff shampoo bottles for repeat users seeking discounted supply.

Quantifiable outcome

• Over 90% of original Suu Balm cream users experienced relief from itch within five minutes of application
• +6 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Singapore Association of the Visually HandicappedminorStrategic or Co-development Partner · 1 July 2023Partnership formed for PR launch event, offering guests rejuvenating scalp and shoulder massages. Demonstrated commitment to community support and inclusion.
• KidZania Kuala LumpurminorStrategic or Co-development Partner · 29 May 2023Suu Balm collaborated with KidZania Kuala Lumpur to host approximately 30 children from Rainbow of Love School (for asylum seekers and refugee children). Children were educated on skincare at Suu Balm's facility within KidZania and participated in role-playing various professions.
• Human Aid Selangor Society (Rainbow of Love School)minorOthers · 29 May 2023Organization providing education to asylum seeker and refugee children in Malaysia. Suu Balm and KidZania collaborated to host children for educational and enrichment activities.
• Thye Hua Kwan Moral Charities (THK Active Ageing Centres)minorGTM or Marketing Partner · 1 November 2022Suu Balm sponsored products to 19 THK Active Ageing Centres and introduced a two-step skincare routine (body wash and moisturiser) to seniors. Seniors provided positive feedback on the gentle, non-drying formulas and pleasant scents.
• SembcorpminorOthers · 1 October 2022Official recycling partner for Suu Balm's recycling station. All returned Suu Balm empties are responsibly recycled through Sembcorp.
• National Skin Centre (NSC) - Active Living EventminorStrategic or Co-development Partner · 1 September 2022Suu Balm partnered with NSC as sponsor for 'Active Living - Healthy Skin Badminton Camp' for primary school children during September and November school holidays. Event aimed to promote active living as essential for healthy skin.
• National Skin Centre, SingaporecoreStrategic or Co-development Partner · 1 January 2015Dr. Tey Hong Liang, founder of the Itch Clinic at the National Skin Centre, developed the original Suu Balm formula combining menthol with ceramide-based moisturiser. In 2015, Dr. John O'Shea and Jason Humphries from Good Pharma Dermatology partnered with NSC to bring Suu Balm to the global market. Every purchase contributes to research funding at the National Skin Centre.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/SuuBalm
• Facebookfacebook.com/suubalm/?brand_redir=916164875195117
• Instagraminstagram.com/suu_balm/?hl=en
• TikToktiktok.com/@suubalmsg

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 suu balm: good pharma dermatology