its formi
Formi is a Singapore-based direct-to-consumer e-commerce brand selling Thirsty Mama, a sugar-free, pregnancy-safe electrolyte drink mix, via its Shopify storefront across 11 countries, targeting women in conception, pregnancy, postpartum, and breastfeeding stages.
- Company typePrivate
- Founded2018
- HeadquartersSingapore, Singapore
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What its formi does
Formi (legal entity Formi Pte Ltd) is a Singapore-headquartered, privately held direct-to-consumer e-commerce brand that sells dietary supplements and hydration products targeted at women across motherhood stages and their families. The company's flagship and effectively sole substantive SKU is Thirsty Mama — a sugar-free, caffeine-free, pregnancy-safe electrolyte drink mix formulated with bioavailable nutrient forms (magnesium malate, pyridoxal-5-phosphate active B6, methylcobalamin methylated B12, 5-methyltetrahydrofolate active folate), electrolytes sourced from Pink Himalayan Salt and Potassium Citrate, and vitamin C. The product is produced in a GMP-certified facility and is third-party tested for purity and contamination; it is positioned for daily use from conception through pregnancy, postpartum, breastfeeding, and is also marketed as family-friendly for children aged one and above. Two recent flavor extensions (Green Apple and Watermelon Lychee) supplement the Berry Blush and Citrus Sunburst variants, sold as 20-sachet boxes.
Formi generates revenue through one-time purchases and a subscription repeat-delivery option for Thirsty Mama, priced at SGD $31 per box with a mix-and-match two-box deal at SGD $70. Ancillary revenue comes from a battery-powered Formi Electric Mixer (SGD $18 one-time) and a MAMA gift card (SGD $2). The entire operation runs on a Shopify-hosted storefront with 11 country-specific currency displays (USD, AUD, EUR, GBP, HKD, JPY, MYR, PLN, SGD) and international fulfillment outsourced to Easyship. Marketing is digital-first — email newsletter capture, social media, and customer testimonials — with no retail, wholesale, or marketplace distribution. The company was founded in 2018 by a single founder whose personal experience with pregnancy and postpartum dehydration drove the product concept; there are no disclosed funding rounds, no parent company, no subsidiaries, and no reported headcount beyond the founder.
its formi firmographics
Firmographics- Name
- its formi
- Legal name
- Formi Pte Ltd
- Website
- https://itsformi.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Short description
- Formi is a Singapore-based direct-to-consumer e-commerce brand selling Thirsty Mama, a sugar-free, pregnancy-safe electrolyte drink mix, via its Shopify storefront across 11 countries, targeting women in conception, pregnancy, postpartum, and breastfeeding stages.
- Ownership category
- akta.pro rank
its formi industry classification
Industry- Product category
- Pregnancy & Maternal Wellness Electrolyte Supplements
- NAICS
- Food (Health) Supplement Retailers (456191), Beverage Manufacturing (3121)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Prenatal & Postnatal Maternal Nutrition (Lactation Support) (CRADAEAJ)
- akta.pro secondary industry
- Organic & Clean-Label Baby Nutrition (CRADAEAK)
Keywords
Where its formi is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
its formi business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel
Revenue model
- Product Sales: One-time purchase of electrolyte drink (Thirsty Mama) at $31.00 per box of 20 sachets, electric mixer at $18.00, and gift cards at $2.00. Mix & match deals available (2 boxes for $70).
- Subscription: Repeat delivery subscription model for consumable products. Subscriptions auto-renew at end of duration. Customers can cancel or manage subscription via order confirmation emails.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Thirsty Mama electrolyte drink - 20 sachets |
| Subscription | Monthly | Subscription for repeat deliveries |
| One time/ perpetual license | Pay-as-you-go | Formi Electric Mixer accessory |
| One time/ perpetual license | Pay-as-you-go | MAMA Gift Card with wrapping service |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
its formi product offering
Product offeringCore offering
Formi sells Thirsty Mama, a sugar-free electrolyte drink mix formulated with bioavailable vitamins — including methylated folate, activated B-vitamins, and magnesium malate — designed for pregnant, postpartum, and breastfeeding women, with a secondary positioning for family hydration. The brand also retails a Formi Electric Mixer whisk accessory and MAMA Gift Cards, sold direct-to-consumer via its Shopify storefront with subscription options.
Product overview
Formi is an e-commerce wellness brand operated by Formi Pte Ltd, built on the Shopify platform. The company's product portfolio centers on Thirsty Mama — a sugar-free, pregnancy-safe electrolyte drink mix containing electrolytes (from Pink Himalayan Salt and Potassium Citrate), magnesium malate, methylated folate, activated B-vitamins (B1, B2, B6, B12), and vitamin C. Thirsty Mama is available in four flavours (Berry Blush, Citrus Sunburst, Green Apple, Watermelon Lychee), sold as 20-sachet boxes. The offering is supplemented by two accessory/add-on products: the Formi Electric Mixer (a portable battery-powered whisk for mixing powders) and the MAMA GIFT CARD. The store also offers a subscription option for repeat deliveries. Formi ships from Singapore to multiple countries via Easyship and processes payments in SGD.
Differentiator
Problem solved
Functional benefit
Products and services
- Thirsty Mama Electrolyte Drink Mix A sugar-free electrolyte drink mix containing bioavailable vitamins — including methylated folate, activated B-vitamins, and magnesium malate — designed for daily hydration during pregnancy, postpartum, and breastfeeding, with secondary positioning for the whole family.
- Formi Electric Mixer
Quantifiable outcome
- 128 reviews with 4.9-star average rating (94% 5-star reviews)
Companies that use its formi
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles1 record
its formi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
its formi partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered operational, core and minor.
- EasyshipoperationalThird-party logistics provider enabling international shipping. Allows customers to select preferred courier service at checkout. Handles customs documentation and international delivery logistics for orders outside Singapore.
- ShopifycoreE-commerce platform hosting Formi's online store. Provides payment processing (Shop Pay, Apple Pay, Google Pay, credit cards), secure customer account management, and order fulfillment infrastructure.
- Healthcare Professionals (Doctors, Midwives, Doulas)minorTrusted network of healthcare professionals who recommend Formi's Thirsty Mama product to pregnant and postpartum patients. Marketing claims product is 'trusted by doctors, midwives, and doulas.'
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
its formi competitors and assessment
Company assessmentDirect peers
- Liquid IV: Leading powdered electrolyte brand offering sugar-free hydration mixes. Direct competitor to Thirsty Mama in the electrolyte drink-mix format, but positioned for general consumers and athletes rather than maternal nutrition.
- LMNT: Premium electrolyte mix brand with strong DTC presence and clean-label positioning. Closely comparable on format (powdered electrolyte drink mix), pricing tier, and DTC-first go-to-market, though positioned for keto/athletes/low-carb consumers.
- Needed: Prenatal and maternal nutrition brand selling practitioner-formulated supplements including methylated folate, B vitamins, and omega-3s. Direct peer in the maternal nutrition category with overlapping formulation philosophy and a similar premium DTC model targeting pregnant and postpartum women.
- Premama: Prenatal vitamin drink mix brand offering powdered nutritional supplements for fertility, pregnancy, and breastfeeding. Direct competitor to Formi on the maternal drink-mix format with overlapping target segments (trying-to-conceive, pregnant, postpartum).
- Buoy Hydration: Wellness electrolyte brand offering unflavored and flavored hydration drops and drops with added vitamins. Compares on the clean-label electrolyte format and DTC model, though broader demographic positioning than Formi's maternal niche.
- Pink Stork: Women-owned brand offering supplements targeted at fertility, pregnancy, postpartum, and breastfeeding — including hydration support products. Direct competitor in the maternal wellness category with broader product line but overlapping target customer and clean-label positioning.
- Cure Hydration: Powdered electrolyte hydration brand offering clean-label, plant-based mixes. Comparable on product format (powdered electrolyte drink) and DTC-first model, with general wellness rather than maternal positioning.
Broad incumbents
- Nuun Hydration: Established tablet-based electrolyte brand with broader product portfolio across sport, immunity, and wellness. Comparable on the hydration category and DTC-plus-retail distribution model, but with a much wider portfolio and broader demographic targeting.
Emerging players
- Majka: Maternal nutrition brand offering lactation bites, powders, and beverage mixes for pregnancy and postpartum. Comparable on maternal focus and clean-label positioning, with a different primary format (granola bites vs. sachets) but overlapping customer base.
Regional players
- Motherlove Herbal Company: Established herbal supplement brand specializing in pregnancy, postpartum, and breastfeeding products including lactation support. Comparable on the maternal nutrition category and clean-label positioning, but operates primarily in North America with a longer product history.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
its formi social profiles
Digital presenceits formi financial estimates
Financial estimateRevenue estimate
Valuation estimate
its formi leadership team
Management profileNumber of profiles
Profiles1 record
its formi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
its formi 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 its formi
What does its formi do?
Formi sells Thirsty Mama, a sugar-free electrolyte drink mix formulated with bioavailable vitamins — including methylated folate, activated B-vitamins, and magnesium malate — designed for pregnant, postpartum, and breastfeeding women, with a secondary positioning for family hydration. The brand also retails a Formi Electric Mixer whisk accessory and MAMA Gift Cards, sold direct-to-consumer via its Shopify storefront with subscription options.
Is its formi a public or private company?
its formi is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was its formi founded?
its formi was founded in 2018.
Where is its formi based?
its formi is headquartered in Singapore, Singapore, in the Asia region.
How does its formi make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are subscription.
Who are its formi's main competitors?
Direct peers on record are Liquid IV, LMNT, Needed, Premama, Buoy Hydration, Pink Stork and Cure Hydration. Nuun Hydration is listed as a broad incumbent. Majka is listed as an emerging player. Motherlove Herbal Company is listed as a regional player.
Does its formi have an API?
No public API is recorded for its formi.
What industry is its formi in?
its formi's product category is Pregnancy & Maternal Wellness Electrolyte Supplements. Its primary akta.pro industry code is CRADAEAJ, Prenatal & Postnatal Maternal Nutrition (Lactation Support), with a secondary code of CRADAEAK, Organic & Clean-Label Baby Nutrition. Its NAICS code is 456191 and its SIC code is 2090.