Suu Balm is a Singapore-origin skincare brand specialising in products for dry, itchy, sensitive and eczema-prone skin. The brand was developed from dermatological research at Singapore’s National Skin Centre (NSC) and is particularly known for combining menthol for rapid cooling/itch relief with ceramides for skin-barrier moisturisation. It was brought to market internationally in 2015 by dermatologist Dr. Tey Hong Liang together with Dr. John O’Shea and Jason Humphries of Good Pharma Dermatology.

The brand describes its mission simply as “to soothe dry and itchy skin.” Its current portfolio has expanded well beyond the original cream to include facial and body products, cleansers, sprays, scalp products and children’s skincare. 1

Origins at Singapore’s National Skin Centre

Suu Balm’s story begins with Dr. Tey Hong Liang, a dermatologist associated with the National Skin Centre in Singapore and founder of its Itch Clinic.

According to Suu Balm’s account, Dr. Tey noticed a recurring problem among people with dry and sensitive skin: conventional moisturisers could moisturise the skin but did not necessarily provide fast enough relief from itching. He therefore looked for a formulation that could address both problems simultaneously.

His research led to the combination that became central to Suu Balm:

Menthol + high-concentration ceramide moisturisation

Menthol provides a cooling sensation associated with rapid itch relief, while ceramides help support the skin’s protective barrier and moisturisation. 2

From clinical concept to consumer brand

The product was subsequently commercialised through a partnership involving Dr. John O’Shea and Jason Humphries, founders of Good Pharma Dermatology.

The partnership helped take the formulation beyond patients at the National Skin Centre and make it available to consumers. Suu Balm states that the brand was launched internationally in 2015.

This gives Suu Balm an unusual origin story compared with conventional beauty brands: it began from a clinical problem identified by a dermatologist, rather than from a cosmetic trend or beauty-fashion concept.

The central idea behind Suu Balm is to tackle two interconnected problems:

itch + dry/sensitive skin

Menthol

Menthol is one of Suu Balm’s defining ingredients. It produces a cooling sensation on the skin by interacting with cold-sensitive nerve receptors, particularly TRPM8 receptors. Suu Balm uses this cooling effect as part of its approach to itch relief. 3

This is important to the brand’s identity because Suu Balm is not simply positioned as another moisturiser. Its proposition is closer to:

“Moisturise the skin while providing a noticeable cooling/itch-relief experience.”

Ceramides

Ceramides are lipid components naturally found in the skin barrier. Suu Balm incorporates skin-identical ceramides into its moisturising formulations.

The brand’s concept is therefore two-layered:

1. Immediate sensory relief → cooling from menthol
2. Longer-term moisturisation/barrier support → ceramides and moisturising ingredients

This combination is the fundamental technological proposition behind the original Suu Balm formula. 4

A major differentiator for Suu Balm is its association with the National Skin Centre Singapore.

Suu Balm says its products undergo clinical testing before launch and that research conducted at the National Skin Centre has supported the safety and efficacy of its products. The company reports that more than 90% of participants using the original Suu Balm cream experienced itch relief within five minutes in its cited research data. 5

The National Healthcare Group likewise describes Suu Balm as an example of an innovation originating from the National Skin Centre, saying its formula combines cooling menthol with skin-identical ceramides and has subsequently developed into a global product range.

An important distinction, however, is that Suu Balm is a skincare brand, not simply a prescription dermatology treatment. Its products are designed for consumer skincare and relief of symptoms associated with dry, itchy and sensitive skin.

Suu Balm has expanded considerably from its original moisturising balm. Its current range includes several major categories. 6

Body moisturisers

This remains the heart of the brand. The Ceramide Moisturiser (Rapid Itch Relief) is the flagship-style product and comes in several sizes and refill formats. The positioning combines:

• moisturisation
• cooling sensation
• itch relief
• ceramide-based skin-barrier support

Body cleansers

Suu Balm offers Creamy Body Wash, positioned around gentle cleansing and cooling/moisturising properties. The company also sells larger refill formats, reflecting its expansion into everyday body-care routines.

Facial skincare

The facial range includes products such as:

• Cooling Itch Relief Facial Moisturiser
• Gentle Moisturising Facial Cleanser
• facial-care bundles

This represents an evolution from treating Suu Balm purely as a body/eczema product toward a broader sensitive-skin skincare proposition. 7

Scalp care

The brand has expanded into scalp products, including a Gentle Moisturising Anti-Dandruff Shampoo and scalp-care bundles. 8

Children’s skincare

Suu Balm has a dedicated Kids range, including:

• Kids Ceramide Moisturiser
• Kids Creamy Head To Toe Wash
• Kids skincare bundles

The brand therefore targets sensitive skin across different age groups rather than limiting itself to adult eczema care.

Spray and newer formats

The company also offers a Cooling Body Spray Moisturiser, giving consumers a more convenient application format. Its 2026 product range also includes a Moisturising Cooling Body Patch, showing that the brand continues to experiment with new delivery formats. 9

Suu Balm’s formulation philosophy is strongly connected to sensitive-skin compatibility.

The brand says its products are free from:

• fragrances
• parabens
• sulfates

It also states that its ingredients are selected with sensitive skin in mind and that its products contain no animal-derived ingredients and are not tested on animals.

Its most recognisable formulation components include:

The combination of clinical credibility + ingredient transparency + sensory cooling is central to the brand’s identity.

Suu Balm occupies an interesting position between several categories. It is not purely a mass-market moisturiser, because its communication is strongly dermatological. It is also not positioned like a conventional pharmaceutical treatment, because its products are sold as consumer skincare.

Instead, it occupies the space between:

dermatology × sensitive skincare × everyday moisturisation

This can be visualised as:

Clinical credibility
↓
Dermatologist-developed formulation
↓
Rapid itch-relief proposition
↓
Daily moisturisation
↓
Consumer skincare brand

This positioning has helped distinguish Suu Balm from ordinary moisturiser brands.

Suu Balm’s core consumer groups include people experiencing:

• dry skin
• itchy skin
• sensitive skin
• eczema-prone skin
• irritated or uncomfortable skin
• scalp sensitivity/dandruff concerns

It also has products specifically designed for children, expanding its addressable audience to families.

A particularly important part of the brand’s appeal is that it addresses the quality-of-life dimension of itch. Rather than simply saying “your skin needs hydration,” Suu Balm’s proposition is essentially:

“Your skin is dry and itchy, and you want relief quickly while keeping it moisturised.”

There are several factors that distinguish the brand.

1. It began with a dermatological problem

The original product was developed because a dermatologist identified a specific unmet need: fast itch relief combined with effective moisturisation.

2. Menthol is central to the brand

Many sensitive-skin moisturisers emphasise being bland, soothing and moisturising. Suu Balm adds a distinctive cooling sensory experience through menthol.

3. Ceramides provide the barrier-care story

The brand does not rely solely on the immediate cooling sensation. Ceramides give the formulation a skin-barrier and moisturisation narrative.

4. Singapore identity

Suu Balm’s origins at Singapore’s National Skin Centre are a major component of its credibility and storytelling.

5. It has moved beyond one hero product

The brand has developed from a single itch-relief moisturiser into a broader ecosystem covering body, face, scalp, children and cleansing.

Suu Balm has expanded from its Singapore origins into international markets. In 2026, the brand described itself as having grown from its original cream into a much broader business, while maintaining its focus on dry, itchy and sensitive skin. 10

The National Healthcare Group has also described Suu Balm as a global brand, noting distribution across multiple international markets.

The expansion strategy is relatively logical:

Original itch-relief cream
→ body moisturisation
→ cleansing
→ facial care
→ scalp care
→ children’s care
→ new application formats

This allows the brand to evolve from a single-product solution into a sensitive-skincare platform.

Suu Balm maintains a strong presence in Southeast Asia, including a dedicated website for Malaysian consumers which highlights local delivery options. 11 This regional relevance is significant given that Southeast Asian climates often exacerbate issues involving heat, sweating, humidity and skin discomfort, making Suu Balm’s cooling positioning a natural fit for the region.

The brand’s philosophy can essentially be summarised in four principles:

Research-led

Products are built around dermatological research and clinical testing.

People-first

Suu Balm repeatedly frames its purpose around improving quality of life for people dealing with itch rather than simply selling cosmetics.

Ingredient-focused

The brand emphasises carefully selected ingredients, especially menthol and ceramides. 12

Accessible dermatology

The original goal was to make a solution developed within a specialist skin-care setting available to people beyond the hospital.

National Skin Centre, Singapore
↓
Dr. Tey identifies unmet need for rapid itch relief + moisturisation
↓
Menthol + ceramide formulation
↓
Original Suu Balm cream
↓
Commercial launch in 2015
↓
International expansion
↓
Body care + cleansing
↓
Facial care + scalp care
↓
Kids range
↓
New formats and broader sensitive-skin ecosystem

In other words, Suu Balm started as an itch-relief solution and has gradually become a full sensitive-skincare brand.

1. Our Story (Revamped) – Suu Balm®
2. About Us – SuuBalm Australia
3. Why Suu Balm – Suu Balm USA
4. From Lab to Global Success: The Suu Balm Story
5. Suu Balm® – Skincare for Eczema-Prone & Sensitive Skin
6. Skincare For Dry, Itchy & Sensitive Skin | Suu Balm MY
7. Vytle Is the New Homegrown Skincare Brand From the Makers of Suu Balm – Here’s Why It’s Worth Paying Attention To
8. Suu Balm: From Lead User Innovation to Rapid Growth – Centre for Case Learning Excellence
9. SUU BALM
10. Suu Balm – Our Partners – Let’s Talk About Health – Mediacorp
11. Store Locator – Suu Balm®
12. Suu Balm® – Skincare for Eczema-Prone & Sensitive Skin – Suu Balm® – Skincare for Eczema-Prone & Sensitive Skin