When sticking to your roots leads to growth

IN 2000, a self-taught entrepreneur began offering herbal scalp treatments using a homemade recipe from her HDB flat in Pasir Ris. There were no slick marketing campaigns or venture funding, just a belief that natural ingredients could solve complex scalp issues, and a desire to help people feel more confident.

That small home-based business became Bee Choo Origin, now a global brand with a presence in over 10 markets and more than 180 distribution outlets. But despite its scale, the company remains anchored in its original mission to provide safe, effective, and natural hair and scalp care for everyone.

“Our founder didn’t have any formal business training and only completed education up to Primary 6. This made the early days of starting the business especially tough,” says Estee Lim, CEO of Bee Choo Origin and daughter of founder Mdm Cheah Bee Chew. “Tasks like filing taxes and registering trademarks were unfamiliar and intimidating. Even our first logo was created with the help of our kind next-door neighbour. Thankfully, she has always had good relationships with those around her.”

The early days were tough. Lim recalled how she and her mother printed flyers and went door-to-door, using chopsticks to push them into letterboxes. Her mother even promised her 50 cents for every customer who responded, but none did.

Instead, the business grew through word of mouth. “One of our neighbours had her hair permed by my mum, and people in the park started asking where she got it done. That was the turning point. Referrals brought in new faces, and word-of-mouth became our most powerful tool.”

Staying natural amid changing trends

From the outset, Bee Choo Origin committed to natural solutions, a risky choice in a market dominated by chemical-heavy treatments and quick fixes. This decision has been validated by the results.

“Many new clients come to us with stories of scalp damage caused by chemical treatments, and they see our herbal methods as a solution. This feedback only strengthened our commitment,” reveals Lim. “Even now, as the second generation leading the business, I continue to uphold this principle. All our new treatments remain 100% natural in their formulation.”

This consistency has helped the brand build trust not just locally, but eventually across borders. Bee Choo Origin didn’t start with global ambitions, but its success overseas was driven by loyal customers who believed in the products.

“It wasn’t something we planned. The brand’s international growth happened organically, thanks to our loyal customers. Many of them believed in our products so much that they became our distributors, wanting to bring our solutions back to their hometowns. That support is what sparked our growth beyond Singapore,” explains Lim.

When the Covid-19 pandemic disrupted business, Bee Choo Origin, like many SMEs, had to pivot quickly. The disruption to in-store services prompted the team to focus on strengthening their e-commerce channels.

The company began offering home delivery and stepped up online customer engagement to ensure continuity of service. This resilience during a global crisis deepened the digital capabilities of Bee Choo Origin and broadened its reach.

Innovating with heart

Bee Choo Origin has always evolved to meet the needs of its customers. What began as a single herbal treatment has grown into a range that includes scalp lotions, treatment essences, and colour-free solutions for younger users and men.

Most recently, it launched its most luxurious formula yet, the Dead Sea Mud Scalp Mask, in celebration of its 25th anniversary. This combines Dead Sea minerals with Bee Choo’s proprietary herbal essence and is designed to soothe, detoxify and nourish the scalp.

Looking ahead, innovation will remain a focus. The company is setting up a new R&D lab in Singapore to develop more targeted products, while also upgrading its production line to enhance quality and efficiency. Says Lim: “The goal is to keep innovating while staying true to our roots.”

Giving back to the community

The story of Bee Choo Origin has always been closely tied to Singapore’s SME ecosystem. A key enabler in its early days was a government policy that allowed certain businesses to operate legally from home.

“This pivotal support empowered our founder to begin offering herbal scalp treatments from her HDB flat, an opportunity that not only launched our brand but helped democratise wellness services for everyday Singaporeans,” explains Lim.

“Today, Bee Choo Origin operates in over 10 territories worldwide, and we credit this humble, policy-enabled beginning as the springboard for our international growth.”

In recent years, the company has taken that same spirit of community forward by collaborating with local start-ups and educational institutions. Through a joint project with Singapore Polytechnic students and faculty, it co-developed a 100% natural scalp oil using sustainable ingredients.

Collaborating with students provided the team with fresh perspectives, particularly as many of them were unfamiliar with the brand, prompting Bee Choo Origin to rethink its approach to sustainability and how it engages younger audiences.

“This partnership not only supports local talent but also aligns with our mission to create products that nurture both people and the planet,” says Lim.

The company is also rolling out a new digital system, to be built with local tech firm Magiclamp, to track store performance in real time. This will help the team monitor customer visits, waiting times and overall efficiency across outlets.

Internally, Bee Choo Origin is investing in its people. “We are investing in ongoing training and collaboration with local educational institutions, empowering our employees with the skills and knowledge they need to thrive in a digital-first world. Whether it’s the development of new products or the roll-out of cutting-edge retail technology, we’re equipping our people to drive Bee Choo Origin forward,” says Lim.

This openness to partnership also led to the launch of the company’s brand mascot, designed by start-up Talking Toes and built by Mascot Enterprise, a local creative firm. Another collaboration with Talking Toes resulted in limited-edition “Root For Yourself” socks, celebrating self-care and positivity.

From founder to family business

In 2020, Bee Choo Origin underwent a brand refresh to mark its 20th anniversary, unveiling new packaging and expanding its product range. That milestone also marked the start of a leadership transition, with Lim gradually taking the reins from her mother.

“We definitely experienced our fair share of challenges. There were emotional discussions, some ending in tears, but ultimately, we realised that we both wanted what’s best for the brand and our customers,” reveals Lim.

She credits her mother’s patience and mentorship for making the transition possible. “She has allowed me to grow under her guidance while also encouraging me to develop my own perspectives. Over time, we’ve found a shared understanding and now work together in alignment for the future of the company.”

Preparing for the next chapter

As Bee Choo Origin marks 25 years in business, it is also looking toward the future, one that’s increasingly digital, sustainable, and global. With plans to enhance its manufacturing capability, grow its R&D pipeline and empower staff with digital skills, the company is focused on long-term resilience. And through it all, it remains grounded in the values that started it all.

Says Lim: “What makes Bee Choo Origin truly special isn’t just how far we’ve come, it’s the values we’ve never let go of: Authenticity, empathy, and the belief that the best things are grown, not made, over time.”

Timeline of growth

2000
Started a home-based hairdressing business in Singapore under a government initiative supporting small home enterprises.

2002
Introduced the Bee Choo Origin Signature Herbal Treatment, a 100% natural remedy for hair and scalp care.

2006
Opened first salon in Ang Mo Kio.

2009
Established first 1,000 sq ft factory in Kaki Bukit, Singapore. Expanded overseas with the first Malaysian outlet in Kepong, Kuala Lumpur.

2015
Moved to a 10,000 sq ft manufacturing facility in Kaki Bukit. Expanded into the China market.

2020
Unveiled a full rebranding with a new logo, slogan, packaging, and flagship salon refresh.

2022
Launched a new range of scalp care products.

2024
Partnered with Singapore Polytechnic students and faculty to develop a 100% natural, sustainably sourced scalp oil.

2025
Celebrated 25 years with the official handover to new CEO, Estee Lim.