He began with gentle body wash for his baby, now his S’porean bath brand is used in hotels
The genesis of PINE & CO happened in 2018, inspired by founder Joshua Yong’s love for idyllic living.
A musician by trade with a degree in piano performance, Joshua turned to a friend who is a cosmetic scientist to bring his vision to life.
However, it wasn’t until 2019 that the brand truly took on its current form.
Throughout 2018, the founding duo had extensive debates and discussions about a planned product range.
But faced with budget and time constraints, they strategically decided to concentrate their research and development efforts on a single product.
Their choice ended up being a body wash, with the inspiration being the arrival of Joshua’s baby daughter.
Meticulousness is key
While his wife had been pregnant, Joshua was searching for a gentle body wash for the baby. This quest turned into PINE & CO’s development of a product that checked all the boxes.
Personally invested in the product, Joshua and his partner’s top priority then was to secure high-quality ingredients from reputable and certified producers—something the business still does today, so much so that R&D for one product typically spans over a year.
From the minimalistic packaging to the scent selections, everything is done with intention and care.
“Working closely with aroma specialists, we craft distinctive aromas that set our offerings apart,” Joshua shared.
“Once the formulations are finalised, the ingredients find their way to our two production facilities—one in Singapore and the other in Malaysia—where the meticulous process of mass production begins.”
Today, PINE & CO aims to be a brand accessible to as many people as possible, not just for parents.
Over the years, they have developed body washes for various purposes and skin types, such as its “Tacet Hair & Body Wash” for children. As it is unscented, this option is suitable even for adults allergic to natural fragrances and essential oils.
“Despite the high cost of our ingredients, manpower, and production, we strive to keep our prices as low as possible,” Joshua said. A 500ml of their body wash is S$17.
And it seems that their dedication has paid off, as Joshua reported that sales have been “doubling or tripling” each year since 2021.
“This growth is a testament to the support of our incredible customers and partners who have graciously spread the word about us through enthusiastic word-of-mouth recommendations.”
Beyond bodywash
Contributing to this growth also is no doubt the brand’s expansion beyond its initial range of body washes.
Noticing the needs of hospitality and travel partners, PINE & CO embarked on a journey to craft shampoo and conditioner products, utilising their best-selling aroma (Spring) as a foundation.
Currently, PINE & CO offers eight body wash variants, along with one shampoo and one conditioner.
But of course, body wash, shampoo, and conditioner are household necessities that can be found in almost every grocery or even convenience store. Ranges for sensitive skin aren’t rare nowadays, either.
On the question of their competitive edge, Joshua said, “At this stage, distinctions often lie within subtle nuances, including quality, suitability, design, and overall experience—largely intangible aspects.”
Diversifying revenue streams
Aside from developing new ranges of products, they’ve also expanded into a whole new offering through PINE & CO: STUDIO.
Started mid-2022, PINE & CO: STUDIO is a concept dedicated to customisation and bespoke formulation.
“We started it because we wanted to bring the experience of formulation to our audience and allow greater customisation and flexibility for our corporate and hotel clients,” Joshua explained.
PINE & CO: STUDIO is split into three opportunities—for businesses and establishments, for events, and for exclusive pop-ups.
The primary goal of PINE & CO: STUDIO is to assist corporate clients, such as hotels and emerging brands, which is where the aforementioned travel hospitality and travel partners come into play.
Aside from serving these clients, though, it’s also an offering for individuals, typically for events such as weddings.
For such events, not only can partners and guests customise their scents, they can do it in person.
“PINE & CO: STUDIO offers an aromatic formulation experience for guests,” Joshua elaborated. “Participants can choose from a selection of essential oils provided and infuse them into a 50ml base body wash, creating an interactive and personalised door gift for the events.”
This offering is somewhat similar to the one they offer at exclusive pop-up events, which got its start last year when they were invited to Sengkang General Hospital.
Here, customers selected essential oils and watched as specialists skilfully blended them into a 300ml base PINE & CO body wash.
“The experience captivated the audience, akin to witnessing a barista expertly craft your coffee,” Joshua described. “The event proved immensely successful, with a sell-out in less than three hours.”
Given the success, they plan to host more pop-ups this year.
Plus, the studio has also been growing rapidly, with more sales and bookings by the quarter. It currently makes up about 15% to 30% of the business’ current revenue.
From here, Joshua shared that the next goal on the team’s docket is to expand to a physical retail outlet in the near future.
From musician to entrepreneur
Today, PINE & CO has four partners, including Joshua.
While his co-founder delves into the R&D side of things, Joshua focuses on the business aspects at PINE & CO. Even though he doesn’t have an entrepreneurial background, he believes he has amassed a wealth of relevant experiences.
“As a freelance musician and piano teacher, my journey has been full of experiences, encompassing not just music, but also sales, people management, and innovative problem-solving,” he shared.
Transitioning to PINE & CO, he found that his diverse abilities have seamlessly integrated into his current role.
And amidst this blend of skills, one quality has stood out—discipline.
“It’s a trait that has been ingrained in me since my days in music college,” he said. “It has pulled me through really bad days and kept me and the team moving forward. I owe a lot to the people who have shaped me.”
Also Read: Scientex is on a mission to prove that young M’sians can afford landed homes in urban areas
Featured Image Credit: PINE & CO
They started the 1st gentlewoman’s club in M’sia that has a gym, cafe & salon under one roof
There’s a popular saying that when one door closes, another one opens.
That’s how I would describe the story behind Marookha Cafe, the first (and so far only) gentlewoman’s club in Malaysia, where you can find a fitness studio, a restaurant, and a nail and waxing salon under one roof.
Before starting the cafe, Zara’s company had just closed down. While contemplating her next move, she figured it wouldn’t hurt to call a personal trainer to her house.
As a hijabi, she couldn’t find any fitness centres nearby that allowed her to exercise without her hijab on. But a fitness trainer wasn’t the most cost-friendly option and it lacked a community spirit.
That’s when it hit her. “I realised that there might be other women who wanted to work out without wearing a hijab but couldn’t find a suitable place,” Zara stated.
This prompted her to be the change she wanted to see.
A space that doesn’t compromise religious obligations
The inspiration for Marookha can be traced back to Zara’s trip to the UAE (United Arab Emirates). During that time, she was visiting her husband Ahmed’s family.
Being a Muslim country, the UAE has adopted a number of hijabi-friendly spaces. Meaning there are plenty of amenities like private beaches and swimming pools that are available exclusively for women.
At the same time, she noticed the jarring contrast of this with the issues she faced at home.
Confiding in us, Zara shared that she and her group of hijabi friends would struggle to find a space where they needn’t cover themselves.
Since there weren’t such Muslimah-friendly spaces in Malaysia, they resorted to taking turns hosting parties at home. But the issue was their husbands would always come home early which cut their ladies’ time short.
Seeing how the UAE overcame this issue, Zara was inspired. “I realised that many Muslim women would benefit from having a similar space [in Malaysia], where they could be free and comfortable without having to compromise their religious obligation,” she explained.
So with the encouragement of Ahmed, the now-36-year-old decided to fill that market gap herself. That’s how Marookha Cafe got its start in 2021.
Build muscle mass and an appetite
At Marookha Cafe, you can find a slew of services tailored for the fairer sex, such as the salon that tends to your nails and waxing needs. But its most popular one has to be the all-women’s gym.
There, visitors can sign up for training lessons for boxing, Pilates, Muay Thai, and the like. Each is hosted by skilled instructors.
Zara shared that Marookha Cafe is quite selective with the trainers they partner with. “We don’t choose instructors who only teach for the money, rather we select those who want to get to know their students and provide them with the best possible guidance.”
To book your slot, customers simply need to tap on the link in Marookha Cafe’s Instagram bio. You’ll find all the details there, including the kind of fitness class, the instructor’s name, and the time and date for your choosing.
We don’t recommend walk-in as Zara shared that most classes are fully booked in advance.
But if you’re in the area already, you could also check out their in-house cafe that specialises in authentic Palestinian cuisine. All the recipes are from Ahmed’s mother, who herself is a Palestinian.
One of their must-try dishes is the Maqluba, which consists of layers of onion, aubergine, potato, and rice that are cooked in spiced chicken stock.
A community centre for the people from “Venus”
At this point you might be wondering, what does “Marookha” mean?
Marookha, also known as “Maruja”, is a Spanish slang term referring to a housewife who dresses up and prepares to throw a party. This is the spirit that Zara hopes the gentlewoman’s club embodies.
While on the surface, it may appear to just be another fitness studio, cafe, and social gathering spot, its intention is much more than that.
“Its true purpose is to spread positivity and encourage people to engage in face-to-face conversations rather than venting their thoughts on a screen,” Zara explained.
Marookha Cafe is essentially a community centre by women, for women. The spaces available there like the gym and the salon are vehicles of empowering women by building up their self-confidence.
Which is why it also welcomes children below the age of 10, as motherhood is a part of many women’s lives.
In that light, the cafe has also taken it upon themselves to organise markets every two months to support women entrepreneurs. There is a different theme each time to attract a variety of vendors and customers.
“We understand that starting a business on your own can be challenging, so we aim to provide a platform to uplift them in their journey. By doing so, we can support each other and work towards achieving our goals,” Zara confided.
It’s not a space open only to Muslim hijabis
So far, Marookha Cafe has been gaining positive reception from the crowd in Malaysia.
Although the intention was to create an inclusive space for hijabis, Zara shared that many non-Muslim and non-hijabi women frequent the space too.
This is particularly true for the gym, where they’ve received feedback of patrons feeling more comfortable there. One key reason could be due to the place being run by an all-women crew.
Hence, Zara and her team plan to double the size and expand the fitness studio to accommodate more students soon.
As for the bigger picture, they aim to open a couple more Marookha Cafe outlets within the next ten years. Preferably in areas that would benefit from having such a space, though I’d argue that this applies to everywhere.
To do so realistically, Zara admitted that they would require additional capital or partners.
But for now, the husband-and-wife duo are content with the space they’ve created. Their goal at the end of the day is to help more women live a physically, socially, and emotionally healthy life.
- Learn more about Marookha Cafe here.
- Read other articles we’ve written about Malaysian startups here.
Also Read: Scientex is on a mission to prove that young M’sians can afford landed homes in urban areas
Featured Image Credit: Marookha Cafe
The Tokyo govt wants to grow MY & SG startups in Japan, here’s how entrepreneurs can benefit
[This is a sponsored article with the Tokyo Metropolitan Government.]
Known for its technological advancements, attractive investment prospects, and skilled workforce, Japan has long been associated with major corporations and well-established industries.
Yet, the cultural factors in the workforce such as a preference for stable employment and being risk-averse have impeded entrepreneurship and innovation in Japan, according to the same source.
This seems to be shifting though, as there has been a noticeable trend in recent years towards fostering a more entrepreneurial and inventive atmosphere.
Did you know: Japan was reported to have over 2,107 startups in 2022.
That same year, the country reportedly had at least 11 unicorn startups.
Recently, the Tokyo Metropolitan Government (TMG) set a goal to increase its number of startups, unicorns, and collaborative projects between governments and businesses by 10 times.
One way it’s doing so is by welcoming more foreign startups, such as those from Malaysia and Singapore, to seize business opportunities and expand their companies to Tokyo.
What makes Tokyo an attractive location for startups?
Startup cities like Tokyo function as a vibrant hub for innovation, knowledge sharing, and investment opportunities.
Not only can it cultivate a sense of community, but it can also provide a platform for entrepreneurs to forge strategic partnerships, which can significantly accelerate their growth and success in Japan.
The Tokyo Innovation Base (TIB) is built by TMG to foster this culture of collaboration and networking amongst startups, especially those in their early stages.
The space is designed for hosting regular industry events, meetups, and conferences, offering valuable opportunities for entrepreneurs, investors, and industry experts to connect and exchange ideas.
Meanwhile, players like Invest Tokyo provide startups with access to free consulting and R&D support.
Here, startups can be mentored in conducting market analysis, finding the right business partner for their businesses, fundraising, and more.
Invest Tokyo can also help Malaysian and Singaporean entrepreneurs expand to Japan with subsidy programmes offered by TMG, as well as regulatory concerns such as Visa and residency support.
Another thing that makes Tokyo an attractive hub for startups that should not be overlooked is the country’s availability of a skilled and talented workforce.
Renowned universities and research institutions within Japan’s cities can act as talent pipelines, supplying startups with the human resources they need to drive innovation and scale their operations.
How you can find product-market fit in Japan
TMG told Vulcan Post that startups that are abundant in Malaysia and Singapore have opportunities to find product-market fit in Tokyo.
Japan’s emphasis on sustainable development also opens strategic avenues for APAC startups to venture into cleantech, renewable energy, and sustainable mobility.
And to connect APAC startups to business opportunities in Japan’s business network, the SusHi Tech Tokyo 2024 conference will be held.
An abbreviation for “Sustainable High City Tech”, SusHi Tech Tokyo 2024 is a one-month event from April 27 to May 26 consisting of three programs: Global Startup Programme, City Leaders Programme, and Showcase Programme.
The Global Startup Programme is scheduled to be held on May 15 and 16, 2024.
The event is aimed at collaborating with startups keen on solving social issues including environmental urban challenges in the nation.
More specifically, the conference will host sessions that discuss the vision of a sustainable future from various perspectives, including infrastructure, environment, living, as well as culture and impact.
There will also be a pitch contest where the winner will receive a cash prize of JPY10 million (RM318,141.17). Supplementary prizes like business matching opportunities are expected to be offered to startups with promising pitches as well.
Taking place both physically and online, the conference is expected to host over 40,000 participants to connect Japan with the global ecosystem and attract investment opportunities.
Tickets to the SusHi Tech Tokyo 2024 conference are currently available, and online participation is free.
Ultimately, the future of Japan’s startup ecosystem is promising, particularly for APAC startups ready to take on a global market.
- Learn more about Tokyo Innovation Base here, Invest Tokyo here, and SusHi Tech Tokyo 2024 here.
- Read other articles on Malaysian startups here.
Also Read: 5 townships in Greater KL & Seremban worth considering for families eyeing a landed home
Featured Image Credit: Tokyo Metropolitan Government
