The company describes itself as a curated selection of natural herbal, floral and fruit teas. LinkedIn lists the business as a small, self-owned company with approximately 2–10 employees. 2

Tea Therapy Singapore was established by Sheena Lim, who developed an interest in herbs and plant-based remedies following a personal health scare in 2018. According to The Straits Times, Lim experienced a mini-stroke triggered by stress, including temporary loss of vision in her right eye, and subsequently became interested in preparing traditional plant- and herb-based remedies.

Rather than entering the conventional tea market, Lim developed the idea of creating a business around floral and herbal infusions that do not depend on caffeine, added sugar or conventional tea leaves.

She later undertook business training through NTUC LearningHub, gaining practical exposure to areas including product development, branding, customer engagement and bringing products to market. She subsequently turned her interest in botanical wellness into Tea Therapy Singapore.

The business officially launched in September 2024.

The central idea behind Tea Therapy is that tea can be part of a healthier and more mindful lifestyle.

Rather than competing primarily on traditional tea connoisseurship, Tea Therapy focuses on the relationship between:

• Botanical ingredients
• Sensory experience
• Relaxation
• Self-care
• Gifting
• Mindful rituals
• Everyday wellness

The brand describes its teas as a way of bringing “the essence of nature” into everyday life and creating moments of calm.

This gives Tea Therapy a somewhat different position from conventional Singaporean tea retailers. Its proposition is closer to botanical wellness + specialty gifting + experiential tea than simply selling loose-leaf tea.

Tea Therapy’s products can broadly be divided into several categories.

Floral tea blooms / “tea bombs”

One of the brand’s most distinctive products is its Flora Tea Bloom / Flora Tea Bomb format.

These are handcrafted botanical compositions that open or “bloom” when placed in hot water. The visual transformation is an important part of the experience, making the product suitable not only for drinking but also for gifting and social occasions.

The company’s sampling products include flowers such as:

• Rose
• Roselle
• Jasmine
• Lily
• Osmanthus
• White chrysanthemum
• Yellow chrysanthemum
• Peony
• Butterfly pea

The Straits Times reported that the nine-piece Flora Sampling Set includes these varieties and that the tea blooms are handcrafted in Yunnan.

Herbal tea blends

Tea Therapy also sells formulated herbal blends. Its current collection includes products such as Bonne Nuit, Du Foie and Flora Rosa, generally sold in boxes of 10 sachets.

Bonne Nuit, for example, combines ingredients including longan, Poria cocos, tangerine peel, red date, barley, wolfberry, hawthorn, lotus seed, rose and rosemary. The brand positions it as an evening/wind-down blend.

Fruit infusions

The brand also incorporates freeze-dried fruits into its broader botanical-tea offering, reinforcing its emphasis on natural ingredients and caffeine-free alternatives. 3

Tea Therapy’s differentiation can be understood through four major pillars.

1. Caffeine-free tea

The company deliberately avoids conventional caffeinated tea leaves in much of its range. This makes the products relevant to consumers who want a tea ritual without caffeine.

2. Botanical wellness

The brand places considerable emphasis on flowers, herbs and other botanicals rather than conventional black, green or oolong tea.

Its own educational content discusses botanical ingredients in the context of relaxation, daily rituals and general wellness. Importantly, its products should be understood as food/beverage products rather than medical treatments.

3. Visual experience

The blooming-tea format turns preparation into an experience. Instead of simply placing a tea bag in a cup, customers can watch flowers unfold in hot water.

This makes the products particularly suitable for:

• Gifts
• Celebrations
• Corporate gifting
• Wellness events
• Tea workshops
• Social gatherings

4. Tea as a ritual

Perhaps the strongest branding element is the idea of “tea therapy” as a moment to slow down.

The company repeatedly frames tea preparation as a mindful ritual rather than simply a means of consuming a beverage. Its own content, for example, describes brewing as an opportunity to pause, breathe and become present.

Sheena Lim is the founder of Tea Therapy Singapore.

Her story is particularly important to the brand because Tea Therapy emerged from a personal interest in botanical remedies and wellness rather than from a conventional food-and-beverage career.

Her entrepreneurial journey also illustrates the brand’s relatively personal character: rather than being a large tea corporation, Tea Therapy has developed as a small Singaporean business with the founder closely involved in sourcing, product development, branding and sales. NTUC LearningHub describes Lim as managing the business end-to-end, including sourcing raw materials, product design, branding and online sales.

Tea Therapy has expanded beyond packaged products into hands-on tea experiences.

Its activities include botanical tea tastings and workshops in which participants can learn about ingredients, brewing and botanical combinations.

One example is its Flora Charm workshop format, which combines botanical tea education and tasting with a hands-on floral crafting activity. Customer reviews describe the experience as intimate, educational and relaxing.

This is strategically interesting because it changes Tea Therapy from simply being an e-commerce tea seller into an experience-led wellness brand.

The physical location at Tham Soong Avenue is described in customer feedback as a home/garden-and-attic-style setting rather than a conventional commercial café.

Customer feedback suggests that the personal interaction with the founder and hosts is a significant part of the brand experience.

Reviews commonly mention:

• Friendly and knowledgeable hosts
• Explanations of ingredients and aromas
• Personalised tea tasting
• A peaceful environment
• Botanical education
• Hands-on activities
• Suitability for gifting
• A relaxed, intimate atmosphere

Current third-party review data shows a very high level of customer satisfaction, although review-platform figures should naturally be treated as a snapshot rather than an independent scientific measure of brand quality. 4

Tea Therapy appears particularly suited to several overlapping customer groups.

Wellness consumers: People looking for caffeine-free and unsweetened beverage options.

Tea newcomers: People who may not identify as traditional tea enthusiasts but are attracted by flowers, aromas and the visual experience.

Gift buyers: The premium presentation and botanical designs make the products suitable for personal and corporate gifts.

Experience seekers: Customers interested in workshops, tastings and activities rather than simply purchasing a product.

Mindfulness/self-care consumers: People attracted to slow-living, relaxation and daily rituals.

This positioning is consistent with the broader trend in Singapore toward more diverse tea experiences, including herbal and floral infusions. The Straits Times identified Tea Therapy as one of several newer players contributing to Singapore’s evolving tea scene.

A useful way to visualise Tea Therapy’s market position is:

Traditional tea shop
→ tea leaves, tea heritage, brewing expertise

Tea Therapy Singapore
→ botanicals + wellness + gifting + sensory experience + mindfulness

Wellness beverage brand
→ functional ingredients, healthy lifestyle, modern wellness

Tea Therapy sits somewhere between the latter two while retaining the cultural and ritual associations of tea.

Its biggest conceptual asset is therefore not simply the tea itself. It is the story surrounding the tea.

Tea Therapy operates primarily through an online retail model, supplemented by physical experiences and workshops.

Its online presence allows the company to sell individual products, collections and gift-oriented sets, while workshops create a higher-touch experience around the same botanical concept.

The company has also been developing business-development and events capabilities, with job listings indicating an interest in partnerships, events and workshops.

The brand has also appeared in corporate/member partnership programmes; for example, ONE°15 Marina Club lists Tea Therapy as a member privilege partner.

Visually and conceptually, Tea Therapy leans toward a natural, botanical and elegant aesthetic.

Flowers are central to the visual identity, while the product presentation emphasises premium packaging and the beauty of the botanicals themselves.

The result is a brand that can operate simultaneously as:

tea → wellness product → gift → décor → experience

That multi-purpose nature is one of the brand’s more interesting competitive advantages.

Tea Therapy is not primarily trying to compete with large bubble-tea chains or established traditional tea merchants.

Its competitive territory is more niche:

This niche positioning is particularly relevant in Singapore’s increasingly diversified tea market, where consumers have access to everything from traditional Chinese tea to specialty tea houses, bubble tea and botanical infusions.

Despite the name Tea Therapy, the brand should not be interpreted as a medical-therapy provider.

Tea Therapy uses the word “therapy” in a lifestyle/wellness sense, referring to relaxation, ritual and botanical enjoyment. Its own materials discuss wellness-related properties of ingredients, but herbal and floral teas should not be treated as substitutes for medical diagnosis or treatment.

That distinction is particularly important when discussing claims relating to sleep, anxiety, digestion, inflammation or other health outcomes.

The business is based in Bukit Timah, with its listed address at 32 Tham Soong Avenue, Singapore 597048.

Its principal digital channel is its online store, while its physical presence is associated with tastings, workshops and boutique-style experiences rather than a conventional café network.

Tea Therapy Singapore can be described as a young Singaporean botanical-tea and wellness brand built around caffeine-free floral and herbal infusions, mindful tea rituals and experiential gifting.

Its story is particularly distinctive because it combines three things:

1. A founder-led entrepreneurial story — Sheena Lim transformed a personal interest in botanical wellness into a business.
2. A differentiated product concept — visually striking, caffeine-free floral “tea blooms” and botanical blends.
3. An experience ecosystem — workshops, tastings, gifting and education surrounding the products.

In the context of Singapore’s growing and increasingly varied tea scene, Tea Therapy occupies a relatively specialised position: less traditional tea house, less mass-market beverage chain, and more botanical wellness atelier.

For a young brand launched in 2024, its evolution from online tea retailer toward product + gifting + education + experiential wellness is arguably the most important part of its story.

1. Tea Therapy Singapore
2. Tea Therapy Singapore’s official website
3. Herbal Tea Sachet Collection – Tea Therapy Singapore
4. Tea Therapy Singapore | garden & attic reserve Reviews 2026