From cult skincare to organic bedding, these are the local labels worth your money this National Day, plus a few buzzy names to know first.
As a reformed Singaporean shopaholic who lived through LiveJournal sprees, the blogshop days and the fast-fashion epidemic, I’ve come out the other side knowing what is worth your dollar. My rule is simple: put your money where your mouth is. It is not enough to buy from businesses that make great products, it is just as important to dig a little deeper into what a brand’s founders stand for, and whether the people who actually make your things are underpaid or badly treated. Currency is power. And this SG61, as Singapore turns 61 on 9 August, these are the homegrown brands worth handing yours to.
TL;DR
Shopping local for SG61? Start with the cult favourites: RE:ERTH and ést.lab for skincare, Anya Active for the gym, Selenight Co. for proper rest, Sojao for bedding, The Meatery for the barbecue and Rahasya for scent. All homegrown, all worth supporting beyond one long weekend.
Beauty and skincare
Bareness Skin. For the minimalist who wants results, not a ten-step routine. Created in 2024 by aesthetic doctor Dr Shauna Tan, Bareness launched with a tight, science-led trio (an exfoliant, a retinoid and a barrier cream) and has since grown into a full range including a gel sunscreen, tinted blushes and a clever MagSafe cheek and lip tint (around $68) that clips to your phone for on-the-go touch-ups. Find it at Design Orchard and The Paper Bunny, or online.
RE:ERTH. The homegrown skincare name that quietly earned its place on the bathroom shelf. Founded by Toh Ziling, Winnie Lim and Tokyo-born Shinji Yamasaki, RE:ERTH pairs Japanese botanical science, including turmeric from its own Kyushu farm, with a pared-back, climate-friendly approach that promises so-called mochi skin. Start with the Multi-Targeted Elixir (around $102), a lightweight serum that sinks in fast and takes on dullness, texture and fine lines in one go. It now ships to more than 45 countries, which is a nice bit of local pride.
Editor’s pick: Their Firming Night Cream is such a treat, especially if you’re a, ahem, millennial mum who’s anxious, doesn’t get enough rest and noticing new fine lines everyday.
ést.lab. Proof that made-in-Singapore can be seriously clinical. Owned by the Estetica Group and led by second-generation owner Karen Lam, ést.lab is researched and formulated here, with roots in an early R&D collaboration with A*STAR. The LumiWhite PHA resurfacing serum is the hero for anyone chasing glow without the sting of harsher acids. A quietly confident buy for the skincare obsessive in your life.
Editor’s pick: Easily the best biocellulose brightening mask I’ve ever used in my life and it continues to be a permanent feature in my beauty pantry.
The Bath Business. Where skincare meets self-care in the shower. This homegrown label makes body wash for people who love a proper fragrance but have sensitive, thirsty skin, with numbered scents you can collect like a small fragrance wardrobe. A low-commitment way to support local and upgrade the most boring part of your routine.
Wear it well: fashion, activewear and sleepwear
MONOLOQ. Womenswear for the wardrobe that leans sleek and considered. The name nods to the theatrical monologue, all about self-expression, and the clothes follow suit: fluid dresses, smart separates and elevated everyday pieces with a Euro-cool sensibility and subtle Asian nuance. Inclusive by design, and easy to actually wear to school pickup and dinner alike. Find it at Wisma Atria and Takashimaya.
Anya Active. The body-positive activewear label with a cult following. Founded by Melinda Sutikno during the 2020 circuit breaker, Anya Active runs sizes XS to 3XL, refuses to airbrush its imagery and builds pieces for our humidity. The V leggings and Wispy bra are the bestsellers to start with, and the newer Train Proud collection leans into a firmer, compressive hold. Activewear that wants you to move for your health, not for the mirror.
Selenight Co. Because tired parents deserve better pyjamas. Co-founded by Nora Lim, a mum who knows broken sleep intimately, and Heng Juit Wen, Selenight makes premium sleep and loungewear in thermoregulating, sustainable fabrics, designed to take you from a nap to a video call without a costume change. Camisoles start around $59 and sets sit near $118 to $128. Its motto, sleep well and rise stronger, is the sort of thing you will want to believe at 3am.
Maison Q Homegrown and reversible since 2015, Maison Q is the clever-clogs of the kids’ fashion world. Founded by former magazine editor Suhana Ab, the whole idea here is two-in-one: reversible dresses and shirts that flip to reveal a completely different design, so you get double the outfits (and double the cost-per-wear smugness) out of every piece. Everything’s designed in Singapore and made in their own atelier, which means top-notch quality and a riot of happy, vivid prints. Beyond the reversibles, there are fairy tulle dresses, formal wear, baby onesies and gift sets, family twinning options, and adorable accessories like puffy backpacks and slings. Don’t miss the Teddy Bundles if you’re after a ready-to-gift treat.
Home and living
Sojao. Organic bedding that actually keeps its cool. Sojao (the name means go to sleep in Hindi) makes GOTS-certified organic cotton sheets, towels and loungewear, with bedsheet sets from around $98. Visit the pet-friendly flagships at Joo Chiat and the New Bahru creative cluster, where you can also pick up candles, ceramics and other local makers under one roof. A genuinely lovely housewarming or wedding gift.
Tanchen Studio. Handwoven home goods with real craft behind them. The collaborative practice of Sanchia Tan and Amber Chen turns weaving into functional, sculptural objects, think wine-bottle carriers and foldable stools, stocked in cities from New York to Tokyo and now with a Singapore boutique of its own on Bukit Timah Road. One to buy when you want a gift that looks like you tried.
Food, drink and wellness
The Meatery. The halal gourmet butchery to bookmark before your next barbecue. This 100 percent Muslim-owned online butcher curates quality prime cuts alongside artisanal accompaniments, so a National Day cookout comes together without a supermarket scrum. Order ahead, fire up the grill and take the credit.
Everiday Foods. Better-for-you pantry staples that do not compromise on taste The brainchild of nutritionist Riyana Rupani, Everiday reworks the foods you already love using whole-food ingredients, celebrating flavours from the food we grew up with to the food we fell for later. Snacks on snacks without the guilt!
Editor’s pick: Their Chocolate Hazelnut Cashew butter is a way better-for-the-family Nutella alternative!
Moom Health. Natural wellness supplements built around the modern Asian woman, from gut health to hormones. While we’re not about deep throating multiple supplements and hoping something works for us, if you do find that you’re lacking something, whether it’s through blood tests or a nudge from a doctor, Moom’s got you.
Editor’s pick: Half of their Mellow Mag powder, a Magnesium Glycinate blend, gets me into deep sleep when I’m extra anxious and extra stressed!
Scent and gifting
Rahasya Fragrances. An indie homegrown fragrance label to discover in person. Rahasya (the word means secret) is one of the smaller names on this list, known for limited-edition scents and samples at Boutiques Singapore markets, including the Gifting Edition at the F1 Pit Building this November. A lovely find for the person who likes their perfume to feel like a secret only they are in on. Editor’s note: details on Rahasya are limited online, so confirm current stockists and prices with the brand before you shop.
