I’ve heard about collagen—usually in the form of skincare products or health supplements promising to rejuvenate skin and make you look younger.
But a cafe that incorporates collagen into its food and drinks? That was definitely something new to me.
When I first came across Bliss Babe, Malaysia’s first collagen cafe, I couldn’t help but raise an eyebrow. A collagen latte or a collagen-infused cake? It sounded like one of those health trends that could either be a genius idea or a gimmick.
Naturally, I had to find out what this business was all about.
A legacy of entrepreneurship
Bliss Babe is the brainchild of Joyce Yiap, a third-generation entrepreneur with a serious passion for the food and beverage industry, and Phil Captain, a seasoned management coach.
With Joyce’s family’s roots in the industry, she started helping out in her family’s business during middle school, learning the ropes at a young age.
She took that knowledge further after completing her Bachelor’s degree, launching her own fine dining restaurant in her early twenties.
She believes that her expertise in marketing and advertising, backed by certifications, has helped her craft brands that connect with consumers on a personal level. Her achievements have gotten her recognition from the Malaysia Gourmet Awards too.
But blending culinary finesse with beauty benefits is a bold move, even for someone with Joyce’s credentials.
The rise of beauty and wellness movements and the demand for functional foods played a key role in inspiring Joyce to dive into the collagen trend with Bliss Babe. As more people seek beauty-boosting foods, collagen is touted for its benefits to skin, hair, nails, joints, and even gut health.
Overcoming the collagen challenge
Collagen is a type of protein. Certain foods, such as animal skin and ligaments, are rich in collagen. For all its supposed benefits though, it doesn’t exactly have the best reputation when it comes to taste.
Many people associate collagen with supplements and skincare products, not their morning coffee or afternoon smoothie, said Joyce.
So, to make collagen not only palatable but desirable, they spent 18 months on research and development during the pandemic, and finally, they were able to crack the code.
“It was expensive and time-consuming,” Joyce admitted, “But we were determined to formulate delicious drink recipes that masked the distinct flavour of collagen.” And they succeeded.
Today, Bliss Babe’s menu includes drinks and dishes that incorporate 10 grammes of marine-based, peptide1 and bioavailable collagen, carefully sourced to ensure quality and efficacy.
Does collagen really work?
Collagen has become somewhat of a buzzword, hailed as the fountain of youth. But does it really work? Skeptics, like myself, can’t help but question the science behind ingestible collagen.
While studies suggest that collagen peptides might help with skin elasticity and joint health, the evidence is far from conclusive.
Not only that, collagen isn’t cheap. Joyce and Phil, however, have done their homework. At Bliss Babe, they simplify the education process for customers, promoting the cafe as both a trendy hangout and a credible wellness destination without overwhelming people with scientific jargon.
That’s perhaps the real secret of Bliss Babe’s success—they’ve turned a complicated, and sometimes confusing, health trend into something enjoyable and accessible. Whether you believe in collagen’s magic or not, you can’t deny the cafe’s appeal.
More than just collagen
Beyond its health-focused mission, Bliss Babe doesn’t alienate those who may not be familiar with collagen. The menu offers something for everyone, from the wellness-focused customer to the casual cafe-goer.
Whether you’re ordering a collagen-infused smoothie or just a great cup of coffee, the cafe strikes a balance between functional foods and familiar comforts.
Their collaboration with nutritionists, fitness experts, and influencers helps build credibility while keeping the vibe fun and welcoming.
One thing that sets Bliss Babe apart is its commitment to inclusivity. They use gender-neutral language and diverse imagery to ensure everyone feels welcome—men included, said the founders.
Often seen as a beauty-focused trend for women, collagen at Bliss Babe is framed around broader health benefits like joint support, muscle recovery, and vitality. It’s not just about looking good, but about feeling strong and healthy too.
From online store to cafe sensation
What started as an online store selling premium collagen gift boxes has evolved into a full-fledged cafe. The transition wasn’t just driven by customer demand; it was fueled by a gap in the market for experiential settings that merge health with dining.
Bliss Babe fills that void, offering an environment where people can enjoy beauty-boosting foods while connecting with others over shared wellness goals.
Bliss Babe’s success didn’t go unnoticed either. The cafe has earned a spot in the Malaysia Book of Records as the first collagen cafe in the country.
Media coverage has also help boosted the cafe’s visibility, attracting a growing customer base eager to see what all the hype is about.
What’s next for Bliss Babe?
Bliss Babe opened its first outlet in December 2022 and recently launched a second location in March 2024.
Their latest venue, set in a nature-filled outdoor area, combines three core elements: nature, health, and sustainability. It points to how Joyce and Phil are positioning Bliss Babe as a wellness destination.
In the short term, they plan to roll out new seasonal dishes and host wellness workshops, cooking classes, and events to deepen their connection with customers. Collaborating with local health influencers and fitness centres is also on the horizon.
In the long term, they’re exploring franchising and additional locations across the region, all while promoting sustainability through eco-friendly practices in sourcing, packaging, and operations.
Whether or not the collagen trend has staying power, their cafe offers more than just health benefits—it’s a space where people can come together, relax, and enjoy food that makes them feel good inside and out. Bliss Babe is setting a new standard for wellness dining, and for that, it deserves all the recognition it’s received.
- You can learn more about Bliss Babe here.
- Read other articles we’ve written about Malaysian startups here.
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