Introduction

The renowned Singaporean skincare brand, Suu Balm, created by dermatologist Dr. Tey Hong Liang from Singapore’s National Skin Centre (NSC), is on a mission to broaden its reach with the launch of Vytle—a revolutionary new product line devoid of menthol.

Vytle debuted at the end of September and includes two standout products: a lotion and a cleanser, both formulated to cater to a wider audience compared to its predecessor.

Target Audience

While Suu Balm has been a go-to for those suffering from dry, itchy, and sensitive skin, Vytle aims to engage consumers who appreciate gentle yet effective skincare, regardless of their specific skin concerns.

Co-founder and managing director of Good Pharma Dermatology, John O’Shea, explained, “Suu Balm was designed for those with very specific skin issues. However, we recognized the potential of our base products for everyday users. Our feedback showed that consumers want quality skin care that isn’t overly medicinal.”

Product Features

Suu Balm originally featured skin-identical ceramides and menthol for instant relief from itchiness, appealing primarily to those with acute skin concerns. However, Vytle addresses feedback from customers who may not require menthol’s soothing properties.

O'Shea noted, “Some children dislike the feeling of menthol, and many users just want maintenance products for their skincare routine.

Hypoallergenic and Versatile

What sets Vytle apart in a crowded market is its hypoallergenic status and versatility—safe for all ages and skin types, which allows consumers to simplify their skincare regimens while achieving effective results.

O'Shea states, “Imagine using a product developed by one of the world’s top dermatologists. Everyone can benefit from it, even those with normal skin.”

Development Process

Despite the simplicity of removing menthol, O’Shea confirmed that adjusting the formula took over four years of rigorous testing and refinement guided by Dr. Tey’s meticulous standards.

“It's not just about eliminating menthol, but about ensuring that every ingredient is beneficial and non-irritating,” he emphasized.

Future Plans

Looking ahead, the company plans to expand the Vytle line, with O’Shea hinting at practical innovations like easier-to-use applications for hard-to-reach areas and possibly new product categories such as a shampoo.

“Unlike other brands that lean heavily into the beauty space, our focus is on practicality. We see many gaps in the market that we aim to fill,” he shared.

Expansion in Asia

In addition to Vytle’s launch, Suu Balm continues to grow in prominence across Asia, recently inaugurating its first kiosk in Indonesia and preparing for a launch in Hong Kong through Mannings' online store next month.

Conclusion

For skincare enthusiasts and anyone seeking effective solutions, Vytle represents an exciting new chapter in the quest for healthy, radiant skin!