SUU Balm, a beloved local Singaporean brand, stands as a testament to innovation and care in skincare solutions. Born from a deep understanding of the tropical climate’s impact on skin health, Suu Balm has emerged as a trusted companion for individuals seeking relief from various skin conditions. With a commitment to harnessing natural ingredients and cutting-edge research, this brand has carved a niche for itself by delivering effective and soothing products that cater to the diverse needs of its customers. Rooted in Singapore’s rich multicultural heritage, Suu Balm proudly represents a harmonious blend of tradition and modernity in skincare, making it a go-to choice for those in search of gentle, yet potent solutions for their skin concerns.

In this Insider Spotlight, we spoke to founders Jason Humphries and Dr John O’Shea to understand the brand better and its commitment to those with sensitive skin!

Interview with Jason Humphries and Dr John O’Shea

As a founder, what values and principles do you believe have been crucial in maintaining Suu Balm’s commitment to prioritising customer needs over profit?

Jason Humphries:

Suu Balm is the brand. Maybe not too many people know that the company is called Good Pharma Dermatology. The Good was chosen for a reason from my previous jobs where I had seen companies doing enormous good developing high quality, reasonably priced medicines for Africa. 

We aim to do the same for sensitive skin. 

Suu Balm has incredible value for the quality of ingredients it contains – the best that can be found which is why users love the results. 

We also aim to be good to the environment – Suu Balm is the first brand in sensitive skin to have a refillery and refill packs. Finally we aim to be good and fair to our employees; the team seems to like working for Suu Balm. 

The research data indicates impressive results with over 90% of users experiencing relief from itch within five minutes. How does the team at Suu Balm continue to improve and innovate upon these remarkable outcomes?

Jason Humphries:
A few years ago we worked with the inventor of Suu Balm, Dr. Tey at the Singapore National Skin Centre to improve on what was already a category beating formulation. 

We have taken inspiration from the Japanese “Kaizen” approach to always ensure Suu Balm is as good as it can be. 

As a result of the Kaizen approach, Suu Balm has more premium skin identical ceramide ingredients than other brands – people see the difference. If there are more breakthroughs, we are open to more innovation as is the incredible Dr Tey who is at the global forefront of sensitive skin health. 

Suu Balm started at the Itch Clinic in Singapore before expanding globally. Could you share some of the insights gained from this journey and how it has influenced the brand’s approach to skincare on an international scale?

Jason Humphries:

Before Suu Balm, many people with sensitive skin were dissatisfied with the results they were getting from the existing products. Hence, we have learnt to never compromise on quality. As a result, Suu Balm has seen high repurchasing rates from users.

Your product range now includes items for children’s care and other innovative products. Can you provide a sneak peek into the exciting environmentally responsible products you have in the pipeline?

Jason Humphries:

We are already the first sensitive skin care brand to have refill packs and a refillery in Singapore. 

Being environmentally responsible is hard and we do not believe it should be a “sexy marketing” tactic.Our product development team spends a lot of time looking at packaging choices to find raw materials with higher percentage of recycled content – this can be seen with our new shampoo bottles and pumps as well as ensuring our packs are as recyclable as possible – simpler pumps with one material not three are easier to recycle. 

Being good to the environment is core to our company, and we aim to be at the forefront of sustainable efforts in this industry. 

Maintaining high standards for ingredients is a key aspect of Suu Balm’s philosophy. How do you go about selecting the right ingredients, and what criteria do they need to meet to become a part of your product lineup?

Dr John O’Shea:

For us the choice of ingredients is based on a three key factors:
1) What will be effective inmanaging our customer’s skin issues?;
2) Will this effective ingredient also be suitable for sensitive or eczema prone skin, where the skin barrier isn’t working properly and is more susceptible to irritation?;
3) Is there an environmentally-friendly source of this safe and effective ingredient? 

We are lucky to work with Dr Tey, who researches the safety and efficacy of all our ingredients before they go into test formulas, which then go through a cycle of testing in real people before being formally tested to ensure they are hypoallergenic (meaning not likely to irritate sensitive skin or cause allergy). Cost isn’t a key deciding factor for us – while we need our products to be affordable, our first priority is that they are safe and effective for our customers, while being an environmentally-responsible choice  

Suu Balm has gained a strong reputation for its effectiveness. How do you approach customer feedback and incorporate it into your product development and improvement processes?

Dr John O’Shea:

We listen to all feedback given on the products, and look for trends in this feedback. Where trends emerge, we then research solutions for those issues.  For instance, based on customer feedback, we are in the midst of a bottle redesign project to make our bottles even easier to use, and more environmentally friendly. 

As we do a lot of product prototype testing, we have been able to understand how our products perform on real people ahead of launch – and optimise the products for the majority of our customers; but we always have to acknowledge that there will never be any product that is perfect for all people all of the time – so our goal is to get as close to perfect as we can!

As a founder, what are the most rewarding moments you’ve experienced on this journey with Suu Balm? Are there any particular stories from customers that stand out to you?

Jason Humphries: 

Two weeks ago at the huge World Congress of Dermatology there were 11,000 dermatologists from around the world in Singapore. 

One young Singaporean student came to our stand. 

She had very bad eczema on her hands and legs and had been told by her colleagues to try Suu Balm. We applied Suu Balm then and there.

Exactly one week later she emailed us pictures of her hands all cleared up and it looks like is now a Suu Balm fan for life. 

I can’t put a price on the feeling of building a brand that makes that impact on people’s lives doing good. 

The skincare industry is constantly evolving. How do you envision Suu Balm’s role in shaping the future of skincare and addressing the evolving needs of customers with dry and itchy skin?

Dr John O’Shea:

The skincare industry can be obsessed with trends in certain ingredients, or types of products, or packaging styles, etc. These fads can come and go, sometimes slowly, sometimes quickly. 

Suu Balm is not about following trends or fads – our goal is to only develop products for which there is an unmet need – some issues that customers are facing that current products aren’t solving. This  might not be the coolest way, but we believe it is the best way to develop our brand and stay true to our goal of helping people.

How has your e-commerce journey on Shopee been and how has Shopee helped you reach new customers and accelerate the growth of your brand? What are Suu Balm’s bestsellers on Shopee? 

Answered by Xin Fei, Marketing Manager of Suu Balm

Through its expansive e-commerce platform, Shopee has provided Suu Balm with an extended reach, enabling the brand to tap into a broader audience. By leveraging Shopee’s targeted marketing tools, Suu Balm has been able to effectively reach its desired customer base, enhancing its brand presence and credibility. Furthermore, the platform’s customer review system has allowed positive feedback and testimonials to influence potential buyers positively.

With Shopee’s user-friendly interface and secure payment options, the overall shopping experience for Suu Balm products has become convenient and seamless.