Aspurely was formerly known as Wanted, a cosmeceutical beauty brand founded in 2018. The company recently embarked on a rebrand as part of its plans to venture into the international market.
“The next step in our business is to go global,”said brand founder and head of research and development, Coreenna Ong.
As Wanted, the company ships internationally to a global consumer base, including people in the Middle East and Africa regions.
“These clients have been with us since the days of the Wanted, so we decided to survey them. We discovered that even though our products were intended for [Singapore] climate, customers in the driest countries really appreciate our products because they are much lighter than what they are used to. You can tell it was a refreshing change that allowed their skin to breathe,” says Ong.
She added that the company can tap into the demand for clean beauty globally, which has accelerated following the COVID-19 outbreak. “People are getting more and more savvy. They read the list of ingredients, do their research on the Internet to check the ingredients.
The company is already in talks with partners in Vietnam, China and Hong Kong.
“We are looking to expand into these markets over the next few months and will eventually go to the US and the UK. We hope to be able to enter all of these countries by the end of this year.
In addition to the rebrand, the company also has a new distribution strategy targeting medical channels in addition to its online direct-to-consumer model.
The company has already started distribution to two leading maternity hospitals in Singapore, Mount Alvernia and Thomson Medical, and is about to start distribution to a chain of aesthetic clinics.
Over the years, the brand has appealed to pregnant women and nursing mothers, as well as people who have undergone cosmetic procedures like lasers, Botox and fillers.
“It wasn’t really deliberate [to target these consumers] With the ingredients we use and the research done on our products, we have happened to embrace these consumers along the way, as our products are less likely to cause reactions to their sensitive skin,”says Ong.
She said CosmeticDesign-Asiathat the company hopes to leverage its local contacts in the medical industry to secure overseas deals. Entering a new market through the medical channel would also strengthen the brand’s credentials.
Aspurely will also launch a new acne-targeting skincare line midway through this year.
“This new range will consist of two products and is holistic in its approach to treating acne. It can balance the skin microbiome, it doesn’t just kill bacteria and stop sebum production. It helps treat acne very comprehensively without that harsh approach to acne that we used to use back then,” explained Ong.
With expansion into new markets, a new distribution strategy and new products hitting shelves soon, Aspurely expects growth of around 35% with targets of S$8 million ($5.9 million Americans) this year.
The company is optimistic about its forecast, considering that it has done well to navigate the pandemic-hit market over the past two years.