Singapore’s A For Apothecary makes first overseas venture via Amazon US

The brand recently seized the opportunity to join Amazon’s Fulfillment by Amazon (FBA) programme, which allows small businesses to sell on Amazon US without having a physical presence in the country.

As part of the FBA programme, brands send their products to Amazon’s network of fulfilment centres. When customers make purchases, the platform handles the picking, packing and shipment of orders, as well as customer service and returns processing for these orders.

“This gives us more control towards our branding and how we want to market to the US with a limited budget,” ​Yang Jingyi, founder of A For Apothecary, told CosmeticsDesign-Asia​.

For a start, the brand has listed a small line of baby skin care products to test market readiness and to gain stronger brand awareness before broadening their offerings in the US.

Aside from Singapore, Yang said Malaysia, Hong Kong, Philippines, and Thailand are potential markets for growth in the region.

“Parents in these markets are increasingly aware of clean baby skin care and know what’s good for their child. Singapore is a great base to head into other Asian markets, as more consumers trust Singapore-made products for our quality.”​

While the company has its sights set on expansion, the lack of funding is one of the main challenges for small local businesses when it comes to venturing abroad.

“​It requires a lot of pre-planning, from expanding the team to production and logistics etc. All of these pose hurdles if a business does not have enough funding. However, one key element that sets small businesses apart is our unique story brand and the ability to react to changes faster than conglomerates.”​

New skin care on the way​

A For Apothecary was founded in 2018, with the aim of marrying traditional apothecary and modern science to create plant-based remedies for common baby skin issues and sensitive skin.

Its skin care line-up includes the Rose Glow Elixir Face Oil, which is formulated with a blend of organic cold-pressed botanical oils from oat, rosehip seed, sea buckthorn, calendula and rosemary.

It specially tackles excessively dry or oily skin with cystic acne, eczema-prone skin, and redness due to environmental irritants.

The brand has started developing new products to expand its skin care range.

“We are currently working on a couple of exciting formulations for our new skin care range. It’s meticulously curated and blended using clean ingredients that help renew the skin and restore lost skin barrier. ​

“This is particularly crucial for those suffering from dry, flaky skin and acne-prone skin, where the skin barrier needs more care and nourishment. We are ​looking to launch the new products by early September,​” ​Yang added. 

Certifications for accountability​

A For Apothecary’s debut and best-selling product, Baby Balm with Active Oat Lipids & Calendula, claims to soothe diaper rash, flaky skin, eczema and cradle cap for children, as well as growing bellies of expecting women and sore nipples from breastfeeding.

The brand’s hero ingredient, oat lipids, is an ECOCERT-certified organic oat oil with a unique lipid profile that balances the skin’s oil levels.

“We follow strict EU cosmetic regulations when formulating our products, as the EU has one of the strictest requirements for cosmetic ingredients’ safety assessments.​

“Our formulations had gone through clinical trials to be certified hypoallergenic and paediatrician approved. These certifications are important to us because it gives our consumers trust and confidence towards our products,” ​Yang said.