What makes the best local lifestyle brand to follow?

Here are the main factors I consider when choosing a local brand or product.

• Accessibility: Some brands are only available online, so if you prefer to touch what you like before you buy, this would be a key factor.
• Variety: Some brands specialise in one type of product while other brands carry a large variety of products.
• Quality: Support local, yes, but also the passion and value that comes from brands that love what they do and create awesome products.

Here are the 10 best local brands to keep an eye out for. They are not numbered by quality or ability, but by the order I found them as I looked around my room, office and favourite stores; so pick the local brands that best suit what you need. I’ve split my list into 2 sections, the first featuring local brands geared more towards homeware, while the second is more towards fashion and beauty.

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1. SUPERMAMA

Founded in 2010, SUPERMAMA is a local Singaporean company focusing on lifestyle goods. SUPERMAMA works with local Singaporean designers and artists, while the products are made in Japan. Their products highlight Singaporean heritage by blending contemporary design and traditional craftsmanship. The most memorable product to me is their ‘Singapore Blue’ line, which features collections that showcase memorable Singaporean motifs and icons. Themes such as Singaporean architecture and Mandai wildlife are memorialised in blue-and-white porcelain. The ‘Singapore Blue’ line was awarded the President’s Design Award in 2013, a testament to its impact.

Apart from their ‘Singapore Blue’ line, SUPERMAMA creates souvenirs that ooze the Singaporean spirit through their various collaborations with homegrown artists and museums. For example, in collaboration with Chatterbox and local illustrators and artists (Tye Sok Kuan and MessyMsxi), they produced diningware featuring Chatterbox chicken rice and our local flora and fauna.

213 Henderson Road, #02-00, Singapore 159553
+65 9615 7473
Mon to Sat: 11am – 6pm
Closed on Sun
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2. CHOKMAH

CHOKMAH, pronounced ‘hokmah’ and meaning Divine Wisdom, is a homegrown brand that designs and handmakes their works in Singapore. Their focus is on terrazzo-style Jesmonite jewellery trays and coasters. For the eco-conscious, this is the perfect brand for you. Their products are made sustainably through their No-Waste Production Policy, which ensures that unused material from their production line and workshop is reused, and also promotes minimal machinery usage to further cut down on their products’ carbon footprints.

How do they do this, you may ask? Well, their products are crafted with Jesmonite, an eco-friendly material made up of a mix of water-based resin and natural minerals. It results in a durable material once cured that resembles natural plaster or stone. The sealants on their products are also a non-toxic beeswax sealant. Apart from selling their products, CHOKMAH also hosts workshops where you can create your own eco-friendly tray in under 2 hours, with no baking or firing needed.

155 Waterloo Street, #01-04 Stamford Arts Centre, Singapore 187962
+65 8803 1480
Daily: 11am – 8pm
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3. SOJAO

Founded in 2018, SOJAO aims to provide organic cotton bed sheets that are both aesthetically and physically pleasing for a good night’s rest. They have since expanded their collection to include towels, quilts and even loungewear. Their products are made from organic cotton, free of nasty insecticides or pesticides. They are also made using long-staple cotton fibres, which are less likely to pill after repeated washes, increasing sustainability. Their products are also ethically made with an emphasis on fair wages and safe working environments.

SOJAO’s star products are their bedsheets, and they have two different collections. The first is the Classic Sateen collection, which is soft like clouds and buttery smooth. I personally prefer their second collection, the Crisp Percale collection, which is more structured, yet also breathable and lightweight, perfect for Singaporean weather.

251 Joo Chiat Road, Singapore 427505
+65 8894 3341
Daily: 11am – 7pm
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4. Passiton.co

Passiton.co is a local sustainable urban lifestyle store which started off as a fundraiser to fund climate action. It grew into the brand it is today after the fundraiser raised 500% of its goal. Passiton.co dedicates itself to sustainability, with sustainable materials and practices used in their design process. Passiton.co sells plantable candles, powder-to-foam hand washes and home decor made from upcycled materials, in line with their efforts for sustainability.

I absolutely love their plantable candles, which is what the original fundraiser was selling. Each candle is themed around famous places around the world that are endangered by climate change. The candle itself is made of 100% soy wax, and the lid is 100% biodegradable with plantable seeds embedded into the paper lid itself. If you are the opposite of me and have green fingers, each candle comes with a compressed seed pellet, which can be placed into the candle pot itself after you finish the candle to cultivate your own plant.

2 Kallang Avenue, #06-03, Singapore 339407
+65 8028 0704
Mon to Thu: 1pm – 7pm
Fri: 1pm – 6pm
Closed on Sat & Sun
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5. doob

Calling all my fellow couch potatoes (or is it beanbag potatoes now?).

Founded in 2010, doob’s mission is to refine the everyday bean bag, and they did so by using superior fabrics, strong zippers and threads. Their bean bags are also double-layered for that extra support. They also kept families with children in mind during their design process, ensuring that the inner bag of their bean bags had a safety zip on it, preventing any accidents. Additionally, doob bean bags are also treated with an anti-microbial coating, preventing viruses, mould and bacteria.

doob sells a wide variety of bean bags, ranging from indoor models to outdoor versions for your patio or balcony, to even children’s bean bags for the little ones to enjoy. They even have a water-repellent pet bed-styled bean bag for our beloved furkids. Their bean bag also comes in a number of shapes and styles, like the signature round bean bag shape, to a more chair-shaped one.

3 Gambas Crescent, #08-10 Nordcom One, Singapore 757088
+65 9753 5927
Mon to Fri: 9.30am – 1pm & 2.30pm – 6pm
Closed on Sat & Sun
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Fashion and beauty

6. By Invite Only

If you often find yourself itching after wearing a pretty piece of jewellery, I have just the solution for you. Founded in 2009, By Invite Only’s aim is to help people with sensitive skin have options in jewellery to wear that are aesthetically pleasing too. By Invite Only’s pieces are free of nickel, lead and cadmium, often dubbed as the ‘toxic three’ due to how they may irritate sensitive skin. Their pieces are also made in-house, with every piece they put out being made with intention and care.

By Invite Only carries many different types of jewellery: earrings, bracelets, necklaces and rings. They have a variety of metal finishes as well, ranging from silver or 925 sterling silver to rose gold to gold or gold-plated stainless steel. Embellishments that they have include Cubic Zirconia, mother of pearl and malachite, amongst many others. Their jewellery also comes in gift-ready packaging for your convenience when gift-giving as well.

For a list of locations, contact numbers and opening hours, click here.

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7. Tippies

Founded with an aim to provide comfortable yet chic heels for women to wear, Tippies‘ aim is for their shoes to empower women to go about their days with confidence while wearing their comfortable and stylish heels.

Tippies’ heels are thoughtfully designed with 5mm of memory foam insoles and carefully designed cushioning to ease discomfort at targeted pressure points while wearing them. While 5mm may not sound like a lot, trust me, it makes a whole lot of difference once you’ve been walking around for the whole day.

They do not compromise comfort for style, either — their sleek and fashion-forward designs feature trendy prints and silhouettes suitable for all types of foot shapes and sizes. Additionally, their heels are also created with sturdy materials, ensuring you can wear Tippies for a long time and at any place, be it at work or when you’re out with friends.

Besides heels, Tippies has also recently released bag charms with a slit that acts as a holder for your sunglasses, perfect for the bright and sunny Singaporean weather.

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8. Double Take

I’m someone who gets irked by the lingering scent of food in my hair when I eat out. So if you’re like me, twins! Double Take solves this issue with their hair perfume that leaves a long-lasting scent while enriching your hair at the same time. From clean, soapy scents to gourmand sweet scents, Double Take offers a variety of hair perfumes for your preference and wants.

Double Take isn’t the typical hair mist; it is a hair perfume designed to neutralise and rid odours in your hair. It also has a longevity of around 5 – 7 hours, with good sillage and projection for that double-take when you walk past your crush. If you are worried that their hair perfume will dry out or impact your hair negatively, fear not. Double Take also has nourishing ingredients like argan oil and hydrolysed silk protein in their hair perfume, ensuring your hair smells good and stays nourished and healthy at the same time.

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9. Nefertum Fragrances Singapore (NFSG)

I like a long-lasting fragrance that isn’t cloying, but most important of all, affordable as well. After trying many brands that tout themselves as long-lasting yet cheap, I find that Nefertum Fragrances Singapore (NFSG) ticks off all the boxes of my checklist.

Nefertum Fragrances Singapore brings thoughtfully crafted, made-in-Singapore Extrait de Parfum that are kept at affordable pricing for a wide audience to enjoy. Extrait de Parfum contains 30-40% of fragrance components, which is the highest concentration available in perfumery. In comparison, your average Eau De Parfum is about 15-20%.

This makes Nefertum Fragrances Singapore’s perfumes extremely long-lasting for around 12+ hours, along with having good projection and sillage. The perfume bottles range from 3ml to 100ml, perfect whether it be for gifting or for personal usage. Additionally, they carry a wide variety of scents; a total of 36 scents are available with both unisex and gendered scent notes.

1 Coleman Street, #04-59, Singapore 179803
+65 8826 0844
Daily: 11am – 5pm

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10. Beyond The Vines

Beyond The Vines is a multidisciplinary studio established in Singapore in 2015. It is co-founded by a husband-and-wife team who are committed, along with their team of creatives and designers, to creating a wide range of products that are accessible to a vast audience. Their products available for purchase range from bags to clothes to footwear to eyewear and even pet accessories. Beyond The Vines blends vibrant colours with practical designs in their products, creating functional yet stylish products.

Their star product is their dumpling bag collection, made from 100% nylon that is both lightweight and water-resistant. The bag has a plump dumpling shape, with short handles and an adjustable strap that has customised adjustable hardware. It also has a large front pocket and a keyring, as well as a stretchy opening that has a hidden magnetic closure. The dumpling bag collection comes in a variety of sizes and colours. Sizes range from Micro, XS, M and XL.

For a list of locations, contact numbers and opening hours, click here.

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How to choose the right local lifestyle brand in Singapore

Choose based on what you need and how you prefer to shop. Supermama suits those looking for Singapore-inspired homeware and gifts, while CHOKMAH and Passiton.co are better fits if sustainability is a priority. SOJAO is ideal for organic bedding, and doob focuses on practical home comfort with bean bags for different spaces.

For fashion and beauty, By Invite Only caters to sensitive skin and Tippies suits shoppers seeking comfortable heels. Double Take addresses lingering hair odours while Nefertum Fragrances Singapore (NFSG) offers long-lasting perfumes at accessible prices. Beyond The Vines is a strong choice for functional everyday bags and apparel. The right option depends on your lifestyle, preferred product category and whether you value in-store shopping or online convenience.

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