It’s not unusual to be hampered by choice overload when shopping for supplements— having to compare the many different types, and then the multitudinous versions, can quickly become donkey work. To alleviate this phenomenon, Singapore-based wellness start-up Moom Health began offering customised packs of their own formulations. The company burst onto the scene in 2021 and uses an algorithm to pick out the vitamins and minerals for customers.
But ironing out that wrinkle wasn’t what really inspired the business. Instead, it was largely because Maya Kale wanted to spread the use of natural medicine and holistic healing after personally experiencing their transformative powers.
“I’ve battled with PCOS since I was teenager, and for a long time, struggled to find ways to best support my unique symptoms. After devoting years into research and spending way too much money on consultations, I found a solution in natural medicine and holistic healing. It was something that I could confidently say works for me, and the importance of a tailor-made solution became clear,” reveals the 28-year-old.
As such, Moom Health’s choice offerings include their own iterations of Ayurvedic staples like shatavari, amla and ashwagandha. At present, there are 10 types of individual supplements available and a 30-day supply of magnesium costs seven dollars.
Kale’s co-founder is her sister, Mili, and she has no misgivings about working with family. She wouldn’t have it any other way.
“Mili and I always got along. I’ve always known that if I were to start something, it’d only be with my sister. I’m not trying to sound corny but she is my built-in best friend that can’t break up with me because of an argument or disagreement—the perfect partner in business! We are usually on the same page, but when we have arguments, we get over them quickly. Discussions never stop and sometimes even take over family gatherings,” she says.
“The biggest challenge I have is in operations—from packaging personalised orders and figuring out supply chain issues to working with a R&D team and manufacturer. I’ve recently also had issues with hiring, too. It’s a big step, and since we are so involved with every aspect, it’s scary.”
Maya Kale on her biggest challenges running Moom Health
With the company in its early ages, Kale wears many hats: apart from overseeing the creative side of things, she also is the Growth Marketing Manager and Community Manager. And as things go, with great responsibilities come great challenges.
“However, we’ve realised that we truly won’t know if something works until we try it. And that the more we hold back because we’re nervous or scared, the less we will understand what’s next for us.”
Plans to expand the brand’s product range are in the pipeline, particularly since Kale and her sister believe there is still a “huge gap” in the industry.
“The products we’re taking are either by brands our parents told us about or come at exorbitant prices, so we’re here to fill that gap,” she asserts. She adds that their hope is for the modern Asian woman to see Moom Health as the go-to brand for natural remedies.
As one who took the plunge, Kale has got some advice for aspiring entrepreneurs: just enjoy the ride.
“I genuinely believe that if you have an idea for a business, you just have to start. So much changes along the way that worrying too much about how to begin will just slow you down and take away a lot from the learning journey.”
Art director: Chia Wei Choong
Videographer: Alicia Chong
Photographer: Mun Kong
Photographer’s assistant: Alfred Phang
Hair: Rick Yang using Keune
Makeup: Aung Apichai using Tom Ford Beauty
