Vytle for all: Suu Balm makers aim to broaden consumer base with new menthol-less brand

The Singaporean company is behind the award-winning sensitive skin care brand Suu Balm, developed by dermatologist Dr Tey Hong Liang of Singapore’s National Skin Centre (NSC).

Vytle launched at the tail end of September with two products – a lotion and a cleanser.

The brand is built on the same robust scientific foundation.

Not only are the products dermatologist-formulated at NSC, but they have also been certified hypoallergenic.

The brand claims that when used together, products can double skin’s moisture upon first use. These results were based on a clinical study conducted on 15 subjects for a period of one week.

While Suu Balm was developed for people that endure dry and itchy skin, Vytle is positioned towards a wider consumer base.

“Suu Balm was designed for people with dry, itchy, sensitive skin. You might even say its slightly more medical in that sense. It’s for people who recognise they’ve got certain issues with their skin that they want to address,” said John O’Shea, co-founder and managing director of Good Pharma Dermatology.

He elaborated: “For many years we’ve gotten really positive feedback on our Suu Balm range of products. But we’ve also come to two realisations over the years. Firstly, we’ve got great base products – a great base moisturiser and an ultra-gentle cleanser – that would make really good products for a broader audience.”

The original Suu Balm formulation was developed with five skin-identical ceramides as well as menthol to soothe dry and itchy skin. It was formulated with menthol to rapidly soothe and relieve itchiness.

While effective, the company recognised that not everyone needed an itch relieving ingredient.

“We’ve definitely had some people who aren’t a fan of the menthol, like kids who don’t like that feeling. And there are those who just need a product for maintenance in between,” said O’Shea.

The firm believes that Vytle stands out in the saturated skin care market as they are suitable for both face and body, safe for all ages, and all skin types. This approach simplifies skin care routines while ensuring efficacy across different needs.

“Would you like a product crafted by one of the world’s leading dermatologists? No matter who you are the answer is most likely to be yes. That’s what Vytle is about – no matter who you are, even if you have normal skin, you can use it. It’s like eating healthy, everyone could benefit from that,” said O’Shea.

‘Not as easy as it seems’

 Vytle is more than just a non-menthol alternative to Suu Balm.

According to O’Shea, the new formulas were personally enhanced by Tey.

“It sounds easy, but it is not as easy as removing menthol from the formula. Especially if you’re working with an ultimate perfectionist like Dr Tey. As years go by, there’s more data and more innovations. Dr Tey has added and changed the percentages of various things. He is obsessed with making sure there’s nothing in there that could potentially irritate the skin, and we are right behind this motivation.”

He added that the development of Vytle took over four years to develop.

Moving forward, the company will look to expand the Vytle range.

“If you look at other similar brands in the market, they do end up going very beauty but that’s not what we want to do with Vytle. Practicality is a key thing for us and there are lots of practicality gaps in the market. That’s going to be the focus. It could be something that’s easier to use for hard-to-reach areas, for your hands, even a shampoo,” said O’Shea.

In addition to the launch of Vytle, the company has been expanding the presence of Suu Balm in Asia.

It recently launched its first Suu Balm kiosk in Indonesia and the brand will soon be available next month in Hong Kong via retailer Mannings’s online store.