While chatting over coffee one day, best friends Phoebe Yew and Sharmaine Lau landed on the topic of dishwashing liquid – and how they were either too harsh for their hands or were completely ineffective.
What they didn’t know at the time was that this conversation was the spark to creating Riinse – one of Malaysia’s most promising homegrown consumer brands today.
Behind its thoughtful packaging and sustainable formulas, is a vision for the future of cleaning: it should feel less like a chore, and more like an act of self-care.
Why Buy 3 Products When 1 Is Good Enough?
The duo first met during university, and their friendship was built on a shared love for creative ideas and side projects. Several years later, with both of them juggling demanding careers in consulting and distribution, they decided to join forces to bring to life the conversation they once had.
Phoebe, who was in management consulting, was also running an e-commerce beauty brand. This honed a sharp eye for product development and consumer-centric designs. Sharmaine, had experience in FMCG distribution and agriculture. This gave her an understanding of both sustainability and how to move products into stores and into consumers’ hands. Together, they formed a perfect blend of vision and execution.
The backstory to formulating a DIY dishwashing liquid involved Phoebe’s mum – who was unsatisfied with existing products. She often complained how they were “too harsh on her skin or just didn’t work well,” Phoebe laughs.
This frustration led them down a rabbit hole of product formulation courses, diving into the science of what goes into everyday cleaning products.
The result? A 3-in-1 dishwashing liquid that’s plant-based, which means it is gentle on skin, yet powerful on stubborn grease. The formula is so skin-friendly that it can also double as a vegetable wash and a baby bottle cleanser. As Sharmaine explains, “It’s our way of simplifying cleaning. Why buy three different products when one good one can do the job?”
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Building Riinse From The Ground Up
Behind the scenes, Riinse started formulating its products since 2022. But, it wasn’t until August 2024 that both founders took the leap to go full-time. They bootstrapped the business with their own savings, leaning on a few family loans and their own resourcefulness to get things off the ground.
One of their proudest milestones came when they secured shelf space with Jaya Grocer. “Seeing our product on the shelves for the first time was surreal,” Phoebe says. From there, they started to build momentum. They expanded into Qra, Ampang Grocer, The Gourmand in Kuching, and soon entering Mercato, Cold Storage and selected Giant outlets.
Their journey wasn’t without hiccups, though. Early versions of the product weren’t perfect. The texture was off, the scent inconsistent, and packaging had its flaws. They rolled up their sleeves, teamed up with a formulation expert with over 30 years of experience, and began refining everything.
Today, Riinse’s products are manufactured in facilities that are GMP-certified, Halal-certified, and ISO 9001-compliant.
Setbacks Are Part And Parcel Of Entrepreneurship
Founding a startup is rarely as glamorous as it sounds. “There were days we didn’t have enough space to store inventory,” Sharmaine recalls. During one of their major events, their promoter simply didn’t show up. They’ve dealt with everything from last-minute supplier issues to website glitches.
Despite the chaos, the duo learned to keep moving the business forward. “We’re still a two-person full-time team,” Phoebe says, “That means a lot of firefighting. But every challenge we overcome is a reminder of why we started.”
That sense of purpose is what powers Riinse forward. From running in-store surveys to chatting directly with customers during demos, the co-founders have taken a hands-on approach to understanding what Malaysians truly want in their homes, cleaning their pots, pans, plates, and even vegetables and baby bottles.
Not Just About Sustainability, Both Reducing Cost And Clutter
One of Riinse’s biggest selling point isn’t just that it is a plant-based product, it’s also very practical and can replace several other products people are already buying.
At RM9.90, it’s one of the most affordable plant-based dishwashing options in Malaysian supermarkets. That accessibility is intentional. “We didn’t want to make safe cleaning a luxury,” says Sharmaine. “Everyone deserves it.”
Their brand voice reflects that same sincere and down-to-earth charm. “We want people to feel like they’re not alone in the mess,” Phoebe says. “That’s why Riinse exists, not just to clean dishes, but to make your day a little easier and calmer.”
The brand’s visual identity is equally intentional. Colourful, clear typography, and a nostalgic-meets-modern aesthetic make Riinse feel like something new, but oddly familiar.
Started Small, But Thinking Big
Riinse has grown over 300% year-on-year in the year-to-date 2025. Both Phoebe and Sharmaine are just starting though. Already in the pipeline are plans to launch refill pouches to support their sustainability vision, as well as brand-new product lines that are equally sustainable.
Their broader vision? To turn Riinse into a lifestyle consumer brand that redefines what home care should feel like intentional, beautiful, and natural. “We want Riinse to be the go-to brand for anyone who wants a better, kinder way to clean,” Phoebe says.
For anyone dreaming of building something meaningful, Sharmaine and Phoebe offer a simple but powerful reminder.
“You don’t need to have it all figured out to begin. Start small,” Sharmaine says with a knowing smile, “but always build like you mean it. Even baby steps take you forward.”
For those staring at a growing pile of dishes, wondering if cleaning will ever feel less like a burden, Riinse is proof that it can. One thoughtful bottle at a time, they’re creating a sense of belonging and joy around something as simple yet universal as cleaning.
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