Pregnancy and childbirth are undoubtedly a magical journey for many, but so are stress and anxiety.
Although breastfeeding is considered extremely important, many new mothers may not be able to produce enough milk for their babies.
Inspired by her own mother, Gooberr founder Chin Rui Shan wanted to make post-pregnancy easier and more enjoyable through her line of lactation products, skin care and baby clothing.
A brand inspired by the love of mothers
Photo credit: Gooberr via Facebook
Although Gooberr's products are mainly aimed at young mothers, the 30-year-old founder is not a mother herself.
However, she was inspired by the resilience and unconditional love of mothers and wanted to "make her life a little easier one product at a time".
I consider it one of my greatest successes when mothers send me a message telling me how much my products have helped them and their babies. It really helps to keep me going even in difficult times.
Chin Rui Shan, founder of Gooberr
The founder graduated from New York University (NYU) with a bachelor's degree in finance and a master's in accounting and began a career in finance.
After a few years as a portfolio manager, she decided to start Gooberr in 2019 with her own savings as she wanted to do more for mothers.
The importance of food for maternal and baby health
Rui Shan shared in an interview with Vulcan Post that her mother was diagnosed with breast cancer six years ago and was unfortunately diagnosed again with stage 4 adenocarcinoma last year.
After speaking to many specialists, she realized the importance of food in the fight against cancer.
This knowledge made her think about how she could take care of maternal health and make a difference in that aspect.
When mothers invest everything in caring for their babies, they sometimes forget to take care of themselves. Gooberr really is a brand inspired by the love mothers give and a way to give back.
Chin Rui Shan, founder of Gooberr
The NYU graduate also believes in "value-added products for mothers," which is why she curates products that are also aimed at solving maternity problems and "making mothers feel better".
No artificial flavors, natural ingredients
Gooberrs Boob Juice Tea and Boobkies / Photo credit: Goober
Gooberr launched two flavors: Boobkies (lactation biscuits) and Boob Juice Tees (lactation teas).
Lactation biscuits promote healthy lactation within eight hours of consumption.
This is made possible because the Boobkies are fortified with galactagogues (ingredients that stimulate breast milk) obtained from natural foods such as brewer's yeast, oats and flaxseed.
According to Rui Shan, many lactation cookies are heavily marketed to new mothers even though they contain additives. What sets their boobkies apart is chemical elimination.
"If we don't say unnecessary additives, we mean it," said Rui Shan.
Strawberry White Chocolate Boobkies / Photo credit: Goober
She said that many baked goods on the market contain vanilla extract, which may appear harmless. On the contrary, the extracts are made by soaking ingredients in chemicals, where the chemicals are propylene glycol, which is also used as an auto antifreeze.
Gooberr attaches great importance to delivering high quality ingredients from the USA. The bookmakers are also baked in an SFA Grade A and FSSC certified facility in Singapore, which means that they meet professional hygiene standards.
Rui Shan made it clear that while the boobkies are known as lactation cookies, they can actually be viewed as superfood cookies that are suitable for everyone – people who are not supposed to produce milk will not suddenly do so.
Broke even within a year
Since its inception, Goober has expanded to offer more flavors and has also specialized in skin care product development.
Like the consumables, Gooberr's skin care products are free from chemicals such as steroids, parabens, artificial colors and fragrances.
Gooberr is currently available from DearCollective in Harbourfront, Naiise, Teapasar, Kindred Teas and Doctor Anywhere.
However, Rui Shan's business trip was not without its challenges.
Due to Covid-19, retailers had to close their stores and throw away inventory at consignment stores, and Rui Shan had to cope with a huge loss of sales in these ways.
She also had a lot of problems with suppliers and was unable to get key ingredients and packaging due to international logistical issues, resulting in a further drop in sales.
Despite these challenges, the company managed to break even after about a year of operation – the founder had initially invested S $ 30,000 of her own savings in the business.
Rui Shan is currently working on two new cookie flavors that will color the boobkies a shocking blue and pink, with natural dyes from superfoods like blue spirulina and pink pitaya.
"I never wanted to typify Gooberr as a pure lactation biscuit brand and I hope I can continue to curate value-added products for mothers," said Rui Shan.
Selected image source: Gooberr