From one cream to millions sold - 11 years of trusted relief, people first

As Suu Balm celebrates its 11th year, we’re taking a moment to look back on the journey that has brought us here.

Co-founders Jason (left) and John (right) at a booth activation in Suu Balm's early beginnings

Suu Balm has never been about creating another skincare product on the shelf. In a category where much attention goes into trends, buzz and packaging, Suu Balm continues to be rooted in delivering trusted relief with a people-first mindset. Co-founders Jason Humphries and Dr John O’Shea came together in 2015 to launch Suu Balm, built on an itch relief formula developed by an expert dermatologist at the National Skin Centre, Singapore. What began with one cream has since grown into something far bigger than we could have imagined – but at the heart of it, the mission has always stayed the same: To bring real relief to dry, itchy, sensitive skin.

Reflecting on this, co-founder Jason shared, “What people don’t see from the outside is the care, attention and quality of the product inside the tubes.” He spoke about how in many cases, products in the industry are built around standard formulas while much of the investment goes into marketing. As Jason puts it, “We start with a doctor asking a question, ‘How can we make the best cream or wash possible?’”

Beyond the products, this same people-first spirit also shines through the faces behind Suu Balm. “People may not realise Suu Balm is actually a small, family-like company full of people who work with passion and care, always striving to do the best for those who might benefit from our products,” John reflects.

Perhaps the clearest reflection of this heart behind the brand is also in the communities Suu Balm has gone on to serve. While the initial focus was very much on people with eczema, the brand grew and so did the community around it. What surprised our co-founders most was seeing Suu Balm embraced by people from all walks of life - from gym-goers enjoying cooling relief after exercise, to elderly users living with persistent itch. “Hearing ‘My Mum and Dad love Suu Balm!’ never gets old. It’s impact we never imagined, but truly cherish,” Jason recalled.

Suu Balm now spans body care, kids, scalp and facial care for dry, itchy, sensitive skin, and Vytle, a new sister brand backed by natural-origin ingredients.

Today, Suu Balm reaches 12 countries with more than 3 million tubes sold globally. Closer to home, our cream remains one of Singapore’s top-selling body moisturisers, with a consistent track record of award wins year after year. As more people found resonance with the brand in their own ways, what began with one itch relief cream gradually evolved into a comprehensive range created to support different needs and routines, spanning body care, kids, scalp and facial care, bringing head-to-toe comfort for dry, itchy, sensitive skin. This growth also paved the way for Suu Balm’s sister brand, Vytle – a dermatologist-backed skincare brand powered by natural-origin ingredients for gentle daily care. Looking back on how far Suu Balm has come, John shared, “I could never have imagined Suu Balm would become so successful, that we would be almost a ‘household brand’ in Singapore.”

The growing Suu Balm team

As the brand has expanded over the years, so has the team behind it – united by the same commitment to building a “Trusted Relief, People First” brand. In our 11th year, we are incredibly grateful to everyone who has been part of this journey. As we look ahead, we remain dedicated to serving our community with the same care, purpose and people-first spirit that have guided us from the very beginning.

Here’s to 11 years of trusted relief - and many more to come!

Get to know our co-founders: