{"id":13643,"date":"2025-07-07T17:01:29","date_gmt":"2025-07-07T09:01:29","guid":{"rendered":"https:\/\/dollarsandsense.sg\/business\/?p=13643"},"modified":"2025-07-08T14:51:13","modified_gmt":"2025-07-08T06:51:13","slug":"phoebe-sharmaine-dishwashing-hack-fast-growing-riinse","status":"publish","type":"post","link":"https:\/\/dollarsandsense.sg\/business\/phoebe-sharmaine-dishwashing-hack-fast-growing-riinse\/","title":{"rendered":"How Best Friends Phoebe And Sharmaine Turned A Dishwashing Hack Into Fast-Growing Cleaning Brand, Riinse"},"content":{"rendered":"\n

While chatting over coffee one day, best friends Phoebe Yew and Sharmaine Lau landed on the topic of dishwashing liquid \u2013 and how they were either too harsh for their hands or were completely ineffective.   <\/p>\n\n\n\n

What they didn\u2019t know at the time was that this conversation was the spark to creating Riinse<\/a> \u2013 one of Malaysia\u2019s most promising homegrown consumer brands today.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Read Also: From Home Kitchen To Viral Sensation: Clement Lin\u2019s Journey in Building Meet Mee To Be More Than Just Instant Noodles<\/a><\/em><\/strong><\/p>\n\n\n\n

Why Buy 3 Products When 1 Is Good Enough?<\/strong><\/h3>\n\n\n\n

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.<\/p>\n\n\n\n

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\u2019 hands. Together, they formed a perfect blend of vision and execution.<\/p>\n\n\n\n

The backstory to formulating a DIY dishwashing liquid involved Phoebe\u2019s mum \u2013 who was unsatisfied with existing products. She often complained how they were \u201ctoo harsh on her skin or just didn\u2019t work well,\u201d Phoebe laughs. <\/p>\n\n\n\n

This frustration led them down a rabbit hole of product formulation courses, diving into the science of what goes into everyday cleaning products.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

The result? A 3-in-1 dishwashing liquid that\u2019s 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, \u201cIt\u2019s our way of simplifying cleaning. Why buy three different products when one good one can do the job?\u201d<\/p>\n\n\n\n

Read Also: Why Estelle Ee Left A Career In Technology To Start-Up Affordable Fitness Apparel Brand HWOOFIT<\/a><\/em><\/strong><\/p>\n\n\n\n

Building Riinse From The Ground Up<\/strong><\/h3>\n\n\n\n

Behind the scenes, Riinse<\/a> started formulating its products since 2022. But, it wasn\u2019t 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.<\/p>\n\n\n\n

One of their proudest milestones came when they secured shelf space with Jaya Grocer. \u201cSeeing our product on the shelves for the first time was surreal,\u201d 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.<\/p>\n\n\n\n

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Their journey wasn\u2019t without hiccups, though. Early versions of the product weren\u2019t 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. <\/p>\n\n\n\n

Today, Riinse\u2019s products are manufactured in facilities that are GMP-certified, Halal-certified, and ISO 9001-compliant.<\/p>\n\n\n\n

Read Also: How Anywheel\u2019s Htay Aung Steered The Bike-Sharing Model In Singapore \u2013 And Built A Profitable Business In The Process<\/a><\/em><\/strong><\/p>\n\n\n\n

Setbacks Are Part And Parcel Of Entrepreneurship<\/strong><\/h3>\n\n\n\n

Founding a startup is rarely as glamorous as it sounds. \u201cThere were days we didn\u2019t have enough space to store inventory,\u201d Sharmaine recalls. During one of their major events, their promoter simply didn\u2019t show up. They\u2019ve dealt with everything from last-minute supplier issues to website glitches.<\/p>\n\n\n\n

Despite the chaos, the duo learned to keep moving the business forward. \u201cWe\u2019re still a two-person full-time team,\u201d Phoebe says, \u201cThat means a lot of firefighting. But every challenge we overcome is a reminder of why we started.\u201d<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Not Just About Sustainability, Both Reducing Cost And Clutter<\/strong><\/h3>\n\n\n\n

One of Riinse\u2019s biggest selling point isn\u2019t just that it is a plant-based product, it\u2019s also very practical and can replace several other products people are already buying.<\/p>\n\n\n\n

At RM9.90, it\u2019s one of the most affordable plant-based dishwashing options in Malaysian supermarkets. That accessibility is intentional. \u201cWe didn\u2019t want to make safe cleaning a luxury,\u201d says Sharmaine. \u201cEveryone deserves it.\u201d<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Their brand voice reflects that same sincere and down-to-earth charm. \u201cWe want people to feel like they\u2019re not alone in the mess,\u201d Phoebe says. \u201cThat\u2019s why Riinse exists, not just to clean dishes, but to make your day a little easier and calmer.\u201d<\/p>\n\n\n\n

The brand\u2019s visual identity is equally intentional. Colourful, clear typography, and a nostalgic-meets-modern aesthetic make Riinse feel like something new, but oddly familiar.<\/p>\n\n\n\n

Read Also: PinkPharm Co-founder Kenny Lo Is On A Mission To Increase Caregivers\u2019 Accessibility To Healthcare Products, No Matter Where They Live<\/a><\/em><\/strong><\/p>\n\n\n\n

Started Small, But Thinking Big<\/strong><\/h3>\n\n\n\n

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.<\/p>\n\n\n\n

Their broader vision? To turn Riinse into a lifestyle consumer brand that redefines what home care should feel like\u00a0intentional, beautiful, and natural. \u201cWe want Riinse to be the go-to brand for anyone who wants a better, kinder way to clean,\u201d Phoebe says.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

For anyone dreaming of building something meaningful, Sharmaine and Phoebe offer a simple but powerful reminder. <\/p>\n\n\n\n

\u201cYou don\u2019t need to have it all figured out to begin. Start small,\u201d Sharmaine says with a knowing smile, \u201cbut always build like you mean it. Even baby steps take you forward.\u201d<\/p>\n\n\n\n

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\u2019re creating a sense of belonging and joy around something as simple yet universal as cleaning.<\/p>\n","protected":false},"excerpt":{"rendered":"Complaining that existing dishwashing liquid were too harsh or ineffective, they made their own.\n","protected":false},"author":1,"featured_media":13646,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[94],"tags":[2322,107,104,362,2321],"yoast_head":"\nHow Best Friends Phoebe And Sharmaine Turned A Dishwashing Hack Into Fast-Growing Cleaning Brand, Riinse | DollarsAndSense Business<\/title>\n<meta name=\"description\" content=\"While chatting about how existing dishwashing liquid were either too harsh or ineffective, Phoebe and Sharmaine decided to make their own.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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