Luxurious. Thoughtful. Rooted in tradition. These are not words often used to describe anyone’s shampooing routine, but Jing Botanics is looking to change. Against the grain of commercially surface-level solution products, the homegrown label is tackling the scalp care industry with time-tested, botanically-backed formulations. Described as a “next-generation personal care brand built with intention,” Jing Botanics’ practices are indeed generational — informed by the wisdom that came before and looking to redefine what the future of personal care looks like. Opting to infuse Traditional Chinese Medicine (TCM) practices into its scalp-care system was by no means a trendy hook for a new start-up. Jing Botanics was born as a solution to real, lived challenges in their personal grooming routines, which explains why the brand is as solution-oriented as it is. “We couldn’t find a brand that really spoke to us, culturally, emotionally, or practically. So we created one.”
Approaching business with a philosophy that is potent and authentic, the Jing creed reads: ‘Wellness begins at one’s roots.’ “As a child, I’d watch my mum go through her quiet rituals — brewing teas and combing her hair. It was never about indulgence. It was about care, balance, and being present. There’s something sacred about the act of washing your hair [too],” offers co-founder Yeo, who juggled roles in venture capitalism and motherhood before beginning her Jing journey. “As a mum [now], my shower is often the only quiet moment I get in a day. That’s my ‘me’ time. So, I make it count. The scent, the texture, the massage; it becomes an act of care, not just hygiene.”
Looking beyond the brand’s minimalist packaging or streamlined three-product lineup, Jing Botanics wholly embodies the essence of self-care — a concept reflected in its name, a Chinese term meaning “essence”
that represents one’s primordial energy. In the eyes of the duo, self-care and inner vitality begin at the very top, at one’s scalp. Beyond the belief that scalp care encompasses the “true foundation of any good hair day”, the founders, and also long-time friends, are on the same page that the ritualistic element of something as simple as scalp care holds brevity.
With the “essence” of self in mind, the brand boasts three main products: a revitalising hair and scalp serum, a scalp Gua Sha comb, and a restorative shampoo that is formulated with 16 TCM-informed plant and herb extracts, and the more Western-oriented ingredients of probiotics, collagen and ceramides; it is a good display of how Jing operates on the cusp of time-tested traditions and innovative, modern-day solutions. “We treat tradition as a foundation, not a limitation. TCM gives us the framework [like] understanding imbalances, energy flow, and healing herbs, while science helps us refine and deliver those benefits most effectively and safely. We work with herbalists, scientists and trichologists to ensure every formula is rooted in wisdom, and elevated through innovation. It’s not about choosing one or the other; it’s about creating something better through both,” says co-founder Cheng, who sought out a career in the beauty industry for the transformative power it holds. “When we set out to create a scalp care brand, we instinctively started looking at TCM. It’s what we grew up with and trusted. At the same time, we wanted something clean, modern, and grounded in all the innovation and science that exists today. We couldn’t find anything that bridged both worlds. Combining the two felt right, and it’s been so exciting getting to create something more powerful by bringing them together.”
The duo, in conversation with Men’s Folio, offers a deeper insight into what it means to build a brand on the foundations of tradition.
Great to meet you, Ivan and Hazel. Shall we begin with a quick introduction to the brand?
Hazel (H): Jing Botanics was born out of a very real and personal need for clean reliable scalp care that felt luxurious, thoughtful and deeply rooted in tradition.
Ivan (I): I wanted to create Jing when we couldn’t find a solution that worked for us — or a brand that truly spoke to us. Jing Botanics was born to reimagine clean scalp care through the lens of Traditional Chinese Medicine and modern scalp science. It’s a next-generation luxury personal care brand built with intention.
I hear you’ve known each other for quite a while. What has the experience been to work closely with a long-time friend?
H: We met almost two decades ago, which is wild to think about. Working together as friends means you see each other fully — the good, the messy and the in-between. There’s a kind of understanding and trust that only comes from growing up alongside someone through so many different chapters. We’ve been through so many life stages together, and now we’re building something we both believe in.
I: It’s definitely not always easy, but it means a lot to do even more with someone you already have so much shared history with. Plus, we get to laugh with each other the way we always have, which is comforting, especially when things get chaotic.
In developing Jing Botanics, have you formed a different perception of yourselves and what it means to practice self-care?
I: I used to see self-care as a long list of tasks or something you squeeze in, such as skincare, workouts, and the occasional massage. But building Jing shifted that. As a founder, you’re constantly making decisions, managing energy, and riding emotional highs and lows. I’ve come to see self-care as an intention that can be woven into everything — how you spend your time, how you talk to yourself, even whether you’re doom- scrolling on Instagram or choosing to take a breath and reset. It’s not a checklist; it’s a mindset. Sometimes it’s calm, sometimes it’s release, sometimes it’s just letting yourself enjoy the moment. I think one aspect that’s easily overlooked in our busy Singaporean lives is openness — not just emotionally but mentally and energetically. It’s the willingness to try something new, shift your perspective, or unlearn what you’ve always assumed was right. In our fast-paced, hyper-productive society, it’s easy to slip into autopilot and stick with what feels familiar. However, wellness often calls for a different kind of presence. Sometimes, it’s about exploration; other times, it’s about letting go. Even the simple act of considering a new perspective can be extremely grounding and powerful.
Traditional Chinese Medicine (TCM) and other quintessentially Asian methods of restorative beauty have recently spiked in popularity. Why do you think this is the case?
H: It’s about time. Practices like Traditional Chinese Medicine, Ayurveda, and other forms of Eastern medicine have been passed down for generations — trusted, refined, and rooted in lived experience. For a long time, they were seen as “alternatives,” even though they’ve supported the wellbeing of millions. What we’re seeing now isn’t just a trend — it’s a long-overdue recognition as more people seek out holistic, sustainable solutions rather than quick fixes.
What do you say to those sceptical of TCM?
I: We understand the scepticism. TCM takes a different approach than Western medicine, and it may not be suitable for everyone. But these remedies have supported wellbeing for thousands of years. We’ve seen them work in our own lives and through the hundreds of customers who’ve shared how our products helped with shedding, sensitivity issues, and more. At Jing, we combine that time-tested wisdom with modern research and innovation.
H: You don’t have to believe in everything right away. Just try it, feel it, and let the results speak for themselves.
How important is culture to you, given that your brand has it in its DNA? Do you think this cultural element is something that can take your brand to the next level?
I: Culture is core to who we are — not just through TCM, but in the values, rituals, and perspectives we grew up with. Even our name, Jing, comes from the TCM idea of “essence” or “spirit” — a reminder of what grounds us. We’re intentional about how we represent our culture, drawing from real experiences rather than anything performative. We’re proud to celebrate it from our lens, and we’re always exploring how to deepen and celebrate that connection through the work we do.
Which product was your first creation? Would you say that it’s your favourite for sentimental reasons?
H: We actually developed early versions of the shampoo, serum, and conditioner at the same time; they were always meant to work together as a system. That said, the serum was the first to launch, so it definitely holds a special place in our hearts. It’s the product that introduced Jing to the world and was the first expression of everything we wanted Jing to be. Seeing how it has resonated has been the most rewarding.
Do you envision the brand exploring other facets of grooming and beauty down the line? Is there something beyond scalp care that your would love to explore and make inroads to?
H: Absolutely. We’ve got so many exciting things in the pipeline. Some are still on the mood board, while others are already in deep development. Think: new tools, fresh formats, and thoughtful innovations in care, treatments, styling and other rituals. While we’re continuing to build out the hair and scalp universe, we’ve also started exploring what Jing could look like in other spaces.
I: We’ve already started conceptualising other tangential categories like body care, fragrance and beyond. There’s really so much to explore. Scalp health is our foundation, and we’re only just getting started.
Where do you hope to see the brand in five years?
I: Hopefully, on more shelves, in more showers, and part of more people’s rituals around the world. We want Jing to feel like the kind of luxury that matters — one you make time for, invest in for yourself and feel the difference from. In five years, we hope to see a fuller product universe filled with more thoughtful innovations and more ways for people to build intentional, effective, and deeply personal rituals.
Photography Zantz Han
Styling Manfred Lu
Photography Assistant Peng Sheng
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