How Singapore’s female entrepreneurs are taking their brands global on Amazon

Riyana wasn't always a model of holistic health. While working her previous job, a demanding role in finance, she was oblivious to how her choices were impacting her well-being. Then, a series of health challenges—polycystic ovary syndrome, hormonal imbalances, infertility, and autoimmune issues—forced her to hit pause.

Diving into research on diet and lifestyle, Riyana discovered the incredible power of food and conscious living. “It wasn't just about feeling better,” she says, “but about taking control and embarking on a personal journey of holistic health.” That spark ignited the Clean-in-15, Riyana's successful program that empowers others to do the same through real food, healthy habits, and delicious recipes she shares on her blog, Healthyish & Happy.

But her journey didn't stop there. Riyana’s clients kept asking for healthy alternatives to Asian pantry staples. Recognising a gap in the market, especially for folks like her—a “third culture kid”, who grew up navigating multiple cultures—and armed with a passion for Asian flavors, she decided to launch Everiday Foods, an upgraded pantry staples brand, on Amazon.com through Amazon Global Selling. Today, Riyana empowers U.S. customers to make healthy choices with her curated selection of gluten-free and vegan chili sauces and sambals, proving that healthy and delicious can go hand-in-hand.

“Amazon Global Selling, especially the Cross-border Brand Launchpad program, was the game-changer,” Riyana shares. "It helped us go from my kitchen in Singapore to the U.S., where there’s been strong demand for our Asian-inspired flavors. We see Amazon as a key ingredient in our global recipe for success, and with the growing U.S. love for Asian flavors, the future is looking spicy!"

Shop Everiday Foods on Amazon.

In school, friends Ann Phun and Christina Ng dreamt of being their own boss. Now, they’ve turned that dream into reality as the masterminds behind Nook Theory, a thriving home and lifestyle brand on Amazon.com that’s reaching customers across the U.S., Canada, Mexico, and Australia.

Back in 2020, at the height of the pandemic, Ann and Christina saw an opportunity to bring warmth and comfort into homes everywhere. Nook Theory wasn't just about aesthetics; it was about crafting thoughtful, purposeful products for everyday living. Their signature macrame plant hangers, bamboo plates, and reusable shopping bags became a hit not just for their good looks, but also for their focus on sustainabiilty. The brand prioritises natural materials, which resonates deeply with eco-conscious consumers.

With a keen eye for marketing and a shared dream, they saw Amazon as the perfect launchpad. Not only could they reach a global audience, but the Fulfillment by Amazon (FBA) program offered crucial logistical support. "FBA was a total lifesaver. It freed us up from the logistics hassle, letting us focus on what we do best—creating awesome products. Scaling became seamless,” says Christina.

Since its launch, Nook Theory has achieved impressive growth, reaching six-figure sales in its first year and skyrocketing to seven figures in the second—proving that with the right approach, a dream can become a global brand.

Shop Nook Theory on Amazon.

The uncertainty of lockdown during COVID sparked a powerful idea for Crystal Ren: To extend a message of well-being and empower women on a wider scale. The result is Abound Lifestyle—a "by women, for women” decor brand—which Crystal launched on Amazon.com in 2020 with an initial investment of $100K in the first year. Reflecting her commitment to social responsibility, a portion of Abound's proceeds goes directly to U.S. anti-domestic violence charities. The brand’s playful home goods, like its chunky blankets and witty bath mats, quickly resonated with customers in the U.S.

Fuelled by Amazon's powerful fulfillment network, Abound became a success story within a year, reaching seven figures in revenue. Crystal credits FBA as the catalyst for handling everything from storage to customer service, which enabled Abound to scale and fulfill international orders without ever leaving Singapore.

And she’s not done. In 2023, Crystal launched her second venture on Amazon.com—Phera, a brand focused on non-invasive beauty and wellness devices for customers seeking a more holistic approach to wellness and beauty. She’s also planning a program to help professionals start heart-centred businesses that utilise channels such as Amazon.

“It’s not necessary to have e-commerce experience to be successful in setting up an international business,” says Crystal. “I began as a startup, so I understand the challenges of entering this business model while staying agile and adapting to market needs. Amazon empowered me to navigate the U.S. and reach customers worldwide. They're really the perfect partner for anyone ready to test their product fast.”

Shop Abound Lifestyle and Phera on Amazon.