Perfect Nature, a Singapore-based healthcare and lifestyle company, has achieved a significant milestone by securing SGD $1 million in seed funding for its subsidiary brand, Snuugo. Snuugo represents the first of its kind, an intuitive and smart wearable breast pump designed and manufactured locally. This funding injection marks a pivotal moment in their mission to revolutionize the breastfeeding experience, blending it seamlessly with cutting-edge technology to provide mothers with a comfortable, practical, and hassle-free solution.
The seed funding round was spearheaded by distinguished angel investors Peter Tan, founder and former CEO of Fischer Tech Ltd, and Willy Koh, founder of Racer Technology Pte Ltd. Their unwavering belief in the company’s vision and the potential of its product, coupled with a dedication to championing Singaporean brands and locally manufactured products, culminated in the establishment of Perfect Nature Pte Ltd.
The impetus for this groundbreaking innovation came from Justin Tan, Co-Founder, who, as a husband, observed the challenges his wife faced during breastfeeding. Recognizing a gap in the market, he saw an opportunity to make a meaningful difference. Charles Lim, a father of two, joined the venture, bringing his expertise in mechanical product and software design to complement Justin’s engineering skills. Together, they birthed Snuugo, a product characterized by its sleek, discreet design and automated smart features, streamlining the daily routines of mothers.
In a joint statement, Justin Tan and Charles Lim, Co-Founders of Snuugo, expressed, “This funding is a testament to our belief that mothers deserve the best when it comes to breastfeeding. Snuugo has been meticulously designed to address all concerns of Asian mothers, from the materials and technology to the design features and mobile application. With these funds, we’re not just building a product; we’re building a future where mothers can experience the joy of breastfeeding like never before.”
Over the past two years, the funds have been strategically allocated for prototype development, evaluation, and trials. International patents have been secured for the unique design, and efforts are underway to streamline the manufacturing process. A significant portion of the funds has been dedicated to optimizing the technology of the mobile application.
The application offers a user-friendly experience for new mothers, automatically logging the milk volume pumped at the end of each session, with the data seamlessly stored in the application for future reference. It also provides a selection of up to 28 rhythm and intensity settings, allowing mothers to customize each pump efficiently without sacrificing comfort.
Sustainability and eco-friendliness are at the core of the product design. The breast pump incorporates Pump-to-Feed and Pump-to-Store systems, reducing the need to transfer milk to other containers, thus minimizing wastage and spillage. This offers mothers greater flexibility in their pumping routines, accommodating the constant demands of family and work. Additionally, the product’s minimalist packaging utilizes biodegradable materials and maximizes space.
Perfect Nature is set to officially launch Snuugo in Singapore from 1 to 3 December at Babyland in Singapore Expo Hall 5, followed by expansion into Southeast Asia in mid-2024 and China.
