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The genesis of PINE & CO occurred in 2018, impressed by founder Joshua Yong’s love for idyllic residing.
A musician by commerce with a level in piano efficiency, Joshua turned to a good friend who’s a beauty scientist to carry his imaginative and prescient to life.
However, it wasn’t till 2019 that the model really took on its present kind.
Throughout 2018, the founding duo had in depth debates and discussions a few deliberate product vary.
But confronted with price range and time constraints, they strategically determined to pay attention their analysis and improvement efforts on a single product.
Their selection ended up being a physique wash, with the inspiration being the arrival of Joshua’s child daughter.
Meticulousness is vital
While his spouse had been pregnant, Joshua was looking for a mild physique wash for the infant. This quest became PINE & CO’s improvement of a product that checked all of the containers.
Personally invested within the product, Joshua and his accomplice’s high precedence then was to safe high-quality substances from respected and licensed producers—one thing the enterprise nonetheless does right this moment, a lot in order that R&D for one product sometimes spans over a 12 months.
From the minimalistic packaging to the scent picks, every thing is completed 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 goals to be a model accessible to as many individuals as potential, not only for dad and mom.
Over the years, they’ve developed physique washes for numerous functions and pores and skin sorts, akin to its “Tacet Hair & Body Wash” for kids. As it’s unscented, this selection is appropriate even for adults allergic to pure fragrances and important oils.
“Despite the high cost of our ingredients, manpower, and production, we strive to keep our prices as low as possible,” Joshua mentioned. A 500ml of their physique wash is S$17.
And plainly their dedication has paid off, as Joshua reported that gross sales have been “doubling or tripling” every 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 development is also little question the model’s growth past its preliminary vary of physique washes.
Noticing the wants of hospitality and journey companions, PINE & CO launched into a journey to craft shampoo and conditioner merchandise, utilising their best-selling aroma (Spring) as a basis.
Currently, PINE & CO gives eight physique wash variants, together with one shampoo and one conditioner.
But in fact, physique wash, shampoo, and conditioner are family requirements that may be present in virtually each grocery and even comfort retailer. Ranges for delicate pores and skin aren’t uncommon these days, both.
On the query of their aggressive edge, Joshua mentioned, “At this stage, distinctions often lie within subtle nuances, including quality, suitability, design, and overall experience—largely intangible aspects.”
Diversifying income streams
Aside from growing new ranges of merchandise, they’ve additionally expanded into a complete new providing by PINE & CO: STUDIO.
Started mid-2022, PINE & CO: STUDIO is an idea devoted 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 defined.
PINE & CO: STUDIO is cut up into three alternatives—for companies and institutions, for occasions, and for unique pop-ups.
The main objective of PINE & CO: STUDIO is to help company purchasers, akin to resorts and rising manufacturers, which is the place the aforementioned journey hospitality and journey companions come into play.
Aside from serving these purchasers, although, it’s additionally an providing for people, sometimes for occasions akin to weddings.
For such occasions, not solely can companions and friends customise their scents, they will do it in particular 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 providing is considerably much like the one they provide at unique pop-up occasions, which acquired its begin final 12 months once they have been invited to Sengkang General Hospital.
Here, clients chosen important oils and watched as specialists skilfully blended them right into a 300ml base PINE & CO physique 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 extra pop-ups this 12 months.
Plus, the studio has additionally been rising quickly, with extra gross sales and bookings by the quarter. It at the moment makes up about 15% to 30% of the enterprise’ present income.
From right here, Joshua shared that the following objective on the workforce’s docket is to develop to a bodily retail outlet within the close to future.
From musician to entrepreneur
Today, PINE & CO has 4 companions, together with Joshua.
While his co-founder delves into the R&D facet of issues, Joshua focuses on the enterprise features at PINE & CO. Even although he doesn’t have an entrepreneurial background, he believes he has amassed a wealth of related 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 discovered that his numerous talents have seamlessly built-in into his present function.
And amidst this mix of abilities, one high quality has stood out—self-discipline.
“It’s a trait that has been ingrained in me since my days in music college,” he mentioned. “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.”
- Learn extra about PINE & CO right here.
- Read different articles we’ve written about Singaporean startups right here.
Featured Image Credit: PINE & CO
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