By now, many local businesses have become household names, known for their waitlisted collaborations and viral product drops. However, the rise of independent businesses, especially those operating online since the pandemic, is fueling a new thrill of discovery among shoppers. Scoring unique items from these small-scale enterprises before they become mainstream adds a unique joy to shopping. Here, we spotlight 11 such under-the-radar brands.
Kopi.ToastTwist
Kopi.Toast offers silver and beaded jewelry perfect for anyone looking to make a statement, whether through simplicity or bold designs. Using materials like pearls and edgy chains, each piece is adorned with charms such as winged hearts and sad smiley faces, exuding a nostalgic Y2K vibe. Founded by PR account coordinator Kwang Shi Ying during the 2020 circuit breaker, Kopi.Toast has grown from a hobby into a beloved brand on Instagram.
Give This Crap
Give This Crap specializes in unique lifestyle products and gifts that promise to bring a smile. From jarred poetry and cute socks to tiny messages in pill capsules and card games defining ‘situationships’, the brand offers an ever-surprising array of items. Run by Melissa Tan and Glenda Tang, who also helm Two Sleepy Heads Creative Studio, their e-shop launches on October 31, adding a playful twist to gift-giving.
Sara Street
Sara Street is a haven for those who love fluffy anthropomorphic critters, with its signature grumpy-faced rabbit Laura. The brand offers handmade stickers, art prints, keychains, and soft toys, merging kawaii and twee aesthetics. Founded by artist and graphic designer Sara Ho in 2020, the creations aim to keep the inner child alive, inspired by a longing for the carefree days of childhood.
Around Gallery
Around Gallery is a shop-slash-gallery space curated to evoke the feeling of discovering a friend’s collection of treasures. The space features illustrations by local and international artists, risograph works, and collectibles like sticker sets and washi tape. Founded by friends Cheryl Kook and Angeline Toh, Around Gallery provides a permanent home for Kook’s pop-up shows, creating a vibrant artistic community.
Open Door Store
Open Door Store is a double-storey space offering quirky objects, primarily from Singaporean artists and creatives. Co-founders Goh Zhong Ming and Debbie Lee also run Konstrukt Labs, a silkscreen printing studio. This connection allows them to support local artists by providing a space to stock their merchandise, making the store a welcoming place for discovering unique, creative products.
Shrub
Located on the ground floor of Golden Mile Tower, Shrub is a multi-use space stocking cool wares and designs by indie creators. Visual artist Fern Teo took over the space from their grandparents and transformed it into a community hub. Shrub offers prints, zines, clothing, and more, and hosts events like art shows, magazine launches, and interactive parties, fostering a vibrant creative community.
Qwerky Colours
Qwerky Colours offers plant-based semi-permanent hair dyes in trendy shades. The dyes function as a conditioner, lasting one to three months without damaging hair. Founded by Koh Qi Wen in 2021, the brand was born from her frustration with existing hair dyes that dried out her locks. Qwerky Colours encourages self-expression with affordable, non-damaging products available in a range of vibrant tones.
Benew
Benew provides vegan bodycare products designed for those with sensitive skin conditions like eczema and psoriasis. The brand offers body scrubs, moisturizers, and lip balms, all with cheery designs perfect for social media. Founded by Aqilah Adnan in 2021, Benew aims to create gentle, effective formulations for those with skin concerns, providing both care and aesthetic appeal.
Boundary
Boundary’s hero product, The Clay Hybrid hairwax, is tailored for the Singaporean climate. Co-founders Ian Ho and his business partner launched the brand in July 2023 after struggling to find a hair product that could withstand tropical humidity while maintaining a matte look. The result is a rigorously tested formula that offers lasting efficacy, available through their vibrant e-commerce site.
Placement Perfumes
Placement Perfumes crafts immersive fragrances inspired by video games, music, and visual art. The brand stands out with scents like storm-saturated soil and green bananas, reflecting Singapore’s tropical climate. Founded by self-taught perfumer Jade Kaur, Placement Perfumes offers unique, concept-driven fragrances that capture the essence of regional experiences, available through their e-shop.
Scent Journer
Scent Journer creates sustainable, mood-boosting fragrances designed to support well-being. Based on aromachology, each scent evokes positive emotions, with poetic names like ‘Clouds in Heaven’ and ‘The Blooming Jewel’. The brand also offers tablet scents and mood essences, ensuring a positive impact on both your olfactory senses and the environment. Scent Journer sources ingredients from ethical producers, promoting sustainability.
From unique jewelry and quirky gifts to immersive scents and sustainable beauty products, these brands represent the passion and individuality of their creators. Supporting these small-scale enterprises not only allows you to discover unique and thoughtfully crafted items but also contributes to a diverse and vibrant economy.
Whether you’re looking for something bold and eye-catching or subtle and refined, these businesses offer a refreshing alternative to mainstream options. Embrace the thrill of discovery and support these hidden gems, knowing that each purchase helps sustain the dreams and efforts of independent creators.
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