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Making scents accessible and affordable

After bringing their business back from the brink of bankruptcy, the co-owners of fragrance brand Pristine are now branching into laundry detergent

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Paige Lim

Paige Lim

Published Wed, Mar 26, 2025 · 05:32 PM
    • Pristine co-owners Edison Lim (left) and Lincoln Thong. The brand managed to recover from a post-Covid sales slump to turn profitable by April 2023.
    • Pristine co-owners Edison Lim (left) and Lincoln Thong. The brand managed to recover from a post-Covid sales slump to turn profitable by April 2023. PHOTO: ZINKIE AW

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    [SINGAPORE] Since starting out with online sales in 2019, fragrance brand Pristine now stocks its scented home products – from reed diffusers to scented candles – at more than 15 physical locations in Singapore, and 30 in Kuala Lumpur.

    A combination of offline experience and online virality helped to kick-start its recovery from a brush with bankruptcy in 2022, with the business now in the black.

    For the next driver of growth, co-owners Edison Lim and Lincoln Thong of parent company Cool Brands are banking on a more fundamental household item: laundry detergent.

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