We live in a chemical world, surrounded by artificial ingredients, synthetic fragrances and other nasties that could potentially be harmful to our health. For children and babies, the negative effects could be even greater, with increased risk of conditions like skin irritation and even allergies. But while there is no shortage of natural “clean” products on the shelves here, they can be pricey.
Helping to protect the little ones and their parents without breaking the bank is local brand Bzu Bzu founded by Raphael Jiang. “In 2019, I saw a gap in the market for natural and effective baby care products at an accessible price for all families, as many natural or for sensitive skin products tend to come with a premium price tag. I believe that every child deserves the best, regardless of their family income,” says Jiang, who is chief executive officer of Elite Beauty Asia (owner of Bzu Bzu).
Translated from bisou, French for a loving kiss, Bzu Bzu has since been producing skincare and home care products with ingredients that are gentle on newborns and nourishing for children. All Bzu Bzu products undergo rigorous testing to ensure that they are hypoallergenic, and free from paraben, asbestos, formaldehyde, sulphate and artificial skin irritants.
“Post-pandemic, parents – especially millennial parents – have become more conscious of the health and hygiene of their newborns, desiring products that are safe, suitable for use on sensitive skin, effective and natural. It took us almost two years to study the formulation and conduct product testing to develop the products you see today. We truly prioritise natural ingredients and safety for all Bzu Bzu products,” he says. Plus, all products use only naturally derived fragrance, rather than synthetic or artificial fragrance.
For example, Bzu Bzu’s sulphate-free Fresh Cooling Kids Shampoo helps protect children from an itchy scalp in Singapore’s hot and humid weather, containing active prebiotic bioecolia that supports the protective layer of beneficial bacteria for a healthier scalp. Enriched with Melissa balm mint, sage, chamomile and Vitamin B5, it gently removes excess sebum and dirt, leaving the scalp feeling refreshed and cool all day long.
The best-selling Bzu Bzu Head-to-Toe Baby Wash contains oubaku (phellodendron bark), peach leaf and artichoke leaf extracts to help soothe and calm irritated skin, while the Cooling Baby Powder is formulated with cornstarch and is talcum free.
Jiang shares that his strategy of keeping advertising spend down and having their own internal R&D and supply chain team has allowed him to keep costs low and pass on the savings to consumers. “In the first three years, most of our sales are from repeat customers and new customers who learnt about us through word of mouth. This has been the most powerful and credible testimonial for us, leading to Bzu Bzu’s hyper growth in just three years,” he says.
Following the success of the brand’s baby care products, Bzu Bzu has gradually expanded into family and home care to support babies and families through every step of their growth. For families travelling with young children or going on outdoor adventures, Bzu Bzu provides a range of on-the-go protection products, including sun damage protection and mosquito repellants and patches.
Bzu Bzu is currently retailing in Singapore, Malaysia, Brunei, Thailand and Vietnam, and is the fastest growing kids’ care brand in Singapore and Malaysia (with halal-certified products). But he’s not stopping there. “Bzu Bzu is expanding into the Middle East, and will be available in 10 countries by the end of the year. As a homegrown Singaporean brand, we are really proud to be able to represent Singapore, especially in family care, on the global stage. Aside from market expansion, we are also looking to expand our product line to include skincare for mothers,” shares Jiang.
Bzu Bzu products are available online and in stores islandwide (find the stores here).
