clean scene

Lynn Yeo Helps Us Save The Planet One Tissue At A Time

Cloversoft’s co-founder makes it easier to choose eco-friendly alternatives that protect animals and change the climate.

Adora Wong
By Adora Wong
Lynn Yeo was formerly an investment banker but quit to start Cloversoft in a bid to instill environmental change (Credit: Mun Kong. )
Lynn Yeo was formerly an investment banker but quit to start Cloversoft in a bid to instill environmental change.Photo: Mun Kong.

Tongue lashings and doors slammed in her face. These are what Lynn Yeo has experienced for selling unbleached bamboo tissues, commonly perceived to be ‘dirty’ products.

“We went from supermarket to supermarket to share the features but were ignored, lectured, and even scolded. Our goods were also sometimes kept at the back of the store by staff who refused to display them,” she reveals. “Whenever they were displayed, they were placed on a rack out of sight.”

She and co-founder Angela Sim felt dejected but remained committed to their belief in Cloversoft’s products, which are toxin-free, eco-friendly and hypoallergenic. The attributes, she says, make them safe for people with sensitive skin.

The bamboo they use is imported from Sichuan, China. To preserve the natural habitats from where they are harvested, the plants are grown without artificial irrigation or digging.

In 2019, the company came to a turning point when Singapore experienced one of the worst haze conditions in her history.

Since then, Cloversoft’s products have seen a surge in demand and the brand frequently receives messages of gratitude. But while its teething troubles are over, new challenges have arisen.

For instance, it must now pay attention to scents. From a psychological perspective, explains Yeo, consumers prefer the familiarity of a strong artificial fragrance. The company has developed botanical blends as a means to stay ahead of the curve. It also has to adapt to the ever-changing lifestyles of consumers and is at present focusing on manufacturing products that can perform multiple tasks.

“For example, it isn’t practical to have one bottle of laundry detergent, softener, disinfectant, and colour protection these days,” she sadds. “Our Cloversoft Plant Based 4 in 1 Gentle Laundry Pods have all the benefits and are convenient and effective.”

Consistently at the forefront of product innovation, the company recently launched a floor cleaning detergent in paper sheet form that dissolves instantly. The sheets are easy to store and lighter than traditional cleaning detergents in bulky plastic bottles. It has also just launched a dishwashing detergent with a plant-based, biodegradable formula and recyclable packaging that is safe to wash fruits and vegetables with.

Yeo’s advice for aspiring entrepreneurs? Remember your cause. “I still have moments of uncertainty, but as long as we continue to acknowledge that we coexist on this planet with nature and all the animals, we are in the right place at the right time.”

She notes that a recent report from the Intergovernmental Panel on Climate Change indicates that climate change has far more severe effects on people and ecosystems than they realise. As such, Cloversoft makes it a point to donate a part of its profits to an animal rescue foundation to fulfill its raison d’etre.

“Forest fires affect human communities as well as animal habitats and their food supplies. For example, they have adversely affected the orangutans, who have gone into starvation in great numbers. The species has become critically endangered,” she says.

“We use tissues every day without thinking about it, but by substituting them for greener alternatives, we can help protect nature.”

Art Director: Chia Wei Choong
Photographer: Mun Kong
Photographer’s assistant: RJ Teo
Videographer: Alicia Chong
Makeup: Weeming using Dior Beauty
Hair: Aung using Kevin Murphy

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