Why I Started Wellinder: The Story Behind the Brand

A Q&A with the founder of Wellinder, a Korean inner beauty brand.

Q1. How would you describe Wellinder in one sentence?

Wellinder is a Korean inner beauty brand. I started in Korea in 2022, and today, we focus on inner beauty products designed with skin health and beauty in mind.

Q2. What does "Wellinder" mean?

It comes from "Wellness in Wonder." To me, it means small, consistent habits can lead to something wonderful.

I believe real change comes from the little things we keep doing every day. That's why I want our products to fit naturally into your routine, rather than feel like another task on your to-do list.

Q3. What made you decide to enter the Singapore market?

I actually started by selling a stress supplement in Singapore. That experience gave me a sense that people here are interested in wellness.

I got busy with other things and put Singapore on hold for a while. But when I launched our collagen, I knew I wanted to explore overseas markets rather than focus solely on Korea.

Singapore was the first place that came to mind because I'd already had experience selling here. And since our collagen was developed with skin hydration and skin tone in mind, I wanted to introduce it to people in Singapore who share those concerns.

Q4. There are already so many collagen products out there. Why did you decide to make another one?

Before developing our collagen, I used to sell a skincare device.

Whenever I sell something, I tend to get really into it and learn everything I can. So I started studying how skin actually works: why wrinkles form, why pigmentation develops, and why skin gets dry.

That's when I learned how important the skin barrier is for keeping moisture in and irritants out, and how much UV exposure contributes to skin ageing.

But I couldn't find a collagen product that reflected the approach I had in mind. So when I developed my own, I built those ideas into the formula.

Q5. Did you have any principles you refused to compromise on?

I won't sell something I don't genuinely believe in.

When I was developing our stress supplement, there were ingredients I felt were essential. Even when they were expensive, I couldn't bring myself to leave them out just to lower the cost.

Reading reviews from people who tried that product made me really proud.

It was the same with our collagen. I'd carefully planned the role of each ingredient, so I didn't want to remove something just because it made the formula more expensive.

People around me even said I should focus more on marketing than on the product itself. But I wanted to create something I could confidently recommend.

Q6. What exactly is White Synergy Collagen, and what's in it?

White Synergy Collagen is a collagen powder that comes in convenient, single-serving sticks.

I chose a powder because I wanted something you could enjoy every day without it being overly sweet, and something you could take anywhere: at home, at the office or while travelling. You can take it straight from the stick, mix it with water or stir it into yoghurt.

When I chose the ingredients, I wasn't just trying to add ingredients because they sounded good. I thought first about the skin concerns people actually have.

It's not unique to Singapore, but moving between hot, humid weather outside and strong air conditioning indoors can leave your skin looking shiny on the surface while still feeling tight and dry underneath. Even with a full skincare routine, your skin can start to feel dry again pretty quickly, and makeup can start to lift.

So instead of building the formula around collagen alone, I thought about hydration and overall skin condition together. Alongside collagen, I included hydrolysed elastin, a hyaluronic acid complex, milk ceramide, white tomato and vitamin C.

I'd recommend it to anyone whose skin often feels dry and tight, or looks shiny on the surface but still feels dehydrated underneath. It's also for anyone looking for a simple daily inner beauty ritual to support hydrated, healthy-looking skin.

 

Q7. What was the biggest challenge when developing the product?

The taste, definitely!

No matter how good a product is, you're not going to want to keep taking it if you don't enjoy the taste.

We originally tried a blueberry flavour, but no matter how many times we tested it, we just couldn't get rid of that slightly funky, fishy taste.

I'm quite picky about flavours myself, so it took a while to get it right.

Then we switched to Shine Muscat. The very first sample didn't have that fishy or funky taste at all, and I immediately thought, "This is it!"

It wasn't too sour or too sweet. It was exactly what I'd been looking for.

And it tastes great mixed with water, too.

Q8. Who did you create White Synergy Collagen for?

You know that feeling when your skin is so dry that it starts feeling tight again, even though you've been drinking plenty of water and keeping up with your skincare routine?

Or when you've carefully done your makeup in the morning, but by the time you get to the office, it already looks dry and patchy? Then you spend the rest of the day worrying about it.

In Singapore, moving between the hot, humid outdoors and air-conditioned spaces can make that dry feeling even more noticeable.

I created White Synergy Collagen for people who care about skin hydration and want a simple way to incorporate inner beauty into their daily routine.

Alongside collagen, we included ingredients such as hyaluronic acid and milk ceramide, which have been studied for their roles in skin hydration.

My hope is that it becomes an easy daily ritual for anyone who wants hydrated, healthy-looking skin with a natural glow.

Q9. Where can people buy Wellinder?

You can find us on our official website, www.wellinder.com, and on Shopee Singapore