COLLEET was established in Singapore in 2020 by entrepreneur Coco Toh. The founder’s account states that the concept for the business arose from her own dissatisfaction with the existing wellness and beauty-supplement market. After experimenting with various products—including collagen drinks, supplements, hair treatments, and slimming aids—she felt that many offerings made promises that were difficult for consumers to verify. This led her to decide to develop her own line of products.

The company’s inaugural product was Glow – Lt+, a beauty supplement intended to support skin appearance from within. COLLEET identifies Glow – Lt+ as its first product and continues to describe it as its bestseller.

Key milestones in the company’s timeline include:

• 2020: COLLEET was founded in Singapore.
• 2021: Glow – Lt+ was launched as the company’s first product.
• 2022: Glow – Lt+ received a HerWorld Singapore beauty-supplement award, according to COLLEET.
• 2023: Beavi 9 received a BeautyInsider Singapore award, while the company also received an IAQ International 5-Star Healthcare Brand certification, according to COLLEET.
• 2024: COLLEET expanded its customer base into markets including Singapore, Malaysia, Cambodia, and Australia. CaloRid® Flush received an award from L’Officiel Singapore, according to the company.
• 2025: CaloRid® Flush received Best Wellness Supplement at the ELLE Beauty Awards 2025, and COLLEET launched the updated formulation, Glow – Lt+ 2.0.

ELLE Singapore independently reported on the 2025 award for CaloRid® Flush, describing COLLEET as a homegrown wellness brand and highlighting the product’s formulation and probiotic technology 3.

Coco Toh is the founder of COLLEET. The company’s official biography notes that she did not come from a scientific or laboratory background but instead entered the wellness industry from the perspective of a consumer. She subsequently spent years researching formulations and collaborating with manufacturers before launching COLLEET.

Toh’s founding philosophy is reflected in COLLEET’s positioning: rather than presenting wellness products as miracle solutions, the company states that it aims to develop products with specific purposes and makes only those claims it believes it can substantiate.

COLLEET’s current brand philosophy is built around three core principles:

No Shortcuts

The company states that it dedicates significant time to researching formulations, works exclusively with manufacturers that meet its standards, and conducts independent product testing.

No Miracles

COLLEET explicitly rejects what it describes as exaggerated promises, rapid “miracle” solutions, and misleading before-and-after marketing. Its stated approach is to make claims that it believes its products can genuinely support.

No Tricks

The company also asserts that it does not artificially inflate prices to create the appearance of large discounts and avoids perpetual countdown promotions or other misleading sales tactics.

This overall positioning summarizes COLLEET’s identity as beauty and wellness from within, combined with transparency and product-focused marketing.

COLLEET’s product portfolio has expanded beyond its original beauty supplement into several wellness categories. Its current range is organized primarily into Beauty, Gut Health & Slimming, Vitality & Immunity, and Hair.

Glow – Lt+®

Glow – Lt+ is COLLEET’s flagship beauty supplement. It is marketed as an ingestible beauty product intended to support brighter-looking skin, a clearer complexion, and hydration. The company describes it as its bestseller and launched an upgraded Glow – Lt+ 2.0 formulation in 2025.

CaloRid® Flush

CaloRid® Flush is positioned around gut health, digestion, and regularity. Sold as a daily powder sachet, it is marketed as a gentle approach to digestive wellness and weight-management support. The product received the Best Wellness Supplement award at the 2025 ELLE Beauty Awards in Singapore. ELLE reported that the formulation contains 10 active ingredients, including probiotics, and highlighted its approach to supporting gut health 3.

CaloRid® Lite

CaloRid® Lite is positioned as a weight-management and appetite-control supplement. COLLEET describes it as a gentler approach to slimming and long-term weight-management support.

Beavi 9®

Beavi 9® is a herbal supplement positioned around energy, circulation, and immunity. COLLEET describes it as containing nine botanical ingredients derived from Asian and Japanese traditional herbal practices.

BOND Haircare

BOND Haircare represents COLLEET’s expansion into topical haircare. The range focuses on concerns such as hair fall, hair volume, and scalp-to-strand care. The current line includes a botanical fortifying shampoo and a revitalising water treatment.

COLLEET states that its products are formulated and manufactured in Taiwan, while the company itself is Singaporean and operates from Singapore. The company reports that its products undergo independent testing by SGS, covering areas such as heavy metals, microbial safety, and chemical contaminants, although the precise testing conducted varies between products. COLLEET also states that its supplements are Halal-certified.

COLLEET has received recognition from several Singapore beauty and lifestyle publications and award programs. According to the company’s published history, these include:

• HerWorld Singapore — Best Beauty Supplement for Glow – Lt+
• BeautyInsider Singapore — Best Herbal Supplement for Beavi 9
• L’Officiel Singapore — Best Oral Supplement for CaloRid® Flush
• ELLE Singapore — Best Wellness Supplement for CaloRid® Flush in 2025
• IAQ certifications and product-quality recognition cited by the company

The ELLE award is independently documented by ELLE Singapore itself 3, whereas some of the other recognitions listed above are primarily documented in COLLEET’s own company history.

COLLEET primarily operates as a direct-to-consumer online brand. Its official FAQ states that the company is online-only and that orders are placed through its website. The company also offers subscription purchasing, bundles, and a customer-rewards program called The Colleet Club, where customers can earn points through purchases and selected activities to redeem for rewards.

According to COLLEET, its customer base has expanded beyond Singapore to markets including Malaysia, Cambodia, and Australia.

COLLEET occupies a space between beauty, nutrition, and consumer wellness. Rather than operating solely as a traditional supplement company, it markets its products around everyday lifestyle concerns such as:

• Skin appearance and complexion
• Hydration and beauty
• Gut health and digestion
• Weight management
• Energy and vitality
• Hair fall and hair volume
• General wellness

This gives the company a broader positioning of “beauty from within” and everyday wellness, rather than focusing exclusively on one supplement category.

COLLEET’s website currently identifies the operating company in its footer as Acolistic Pte Ltd, Singapore. The company describes itself as a Singapore brand established in 2020, while its products are manufactured in Taiwan. Its current public-facing identity emphasizes Singaporean origins, Asian wellness influences, product testing, and modern consumer-friendly supplement formats.

COLLEET’s public image is built around a relatively direct and informal communication style. Its founder-led story emphasizes the narrative of a consumer becoming a product creator after becoming dissatisfied with existing wellness products. The company also highlights customer reviews; its current website reports 10,000+ verified reviews, a 4.8-star average, and more than 200,000 products sold worldwide. These figures are company-reported rather than independently audited statistics.

Its media presence has grown alongside its product range, with coverage and awards from Singapore publications including HerWorld, L’Officiel, and ELLE.

1. Our Story | Founder Coco Toh, Colleet Singapore – COLLEET
2. COLLEET® | Honest Wellness Supplements Singapore
3. EBA2025 Best Wellness Supplement: CaloRid Flush by Colleet