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About Us


Mooi Beauty™️ is a Singaporean beauty and lifestyle brand committed to aesthetically pleasing self-care products that are functional, sustainable and affordable.

Founded by two individuals with a passion for beauty, Emily Tan & Charlene Oh saw a gap in the teeth whitening market when they noticed people experiencing pain from the costly teeth whitening treatments available. They were determined to fill this gap by providing a premium pain-free solution that is affordable.

In 2018, they started their R&D and carefully curated a peroxide-free home whitening kit that is safe, sensitive-free & approved for Singapore.

Mooi's Timeline:

Research and Development

Apart from being free of bleaching agents, the kit is also 100% Vegan, Halal, SGS-certified and HSA-notified in Singapore. 

The Mooi Teeth Whitening Home Kit has attained raving reviews since its launch and is currently the flagship product of Mooi Beauty ™️

Mooi Badges

Who is Charlene?
The creative head with a penchant for visual aesthetics, Charlene is a detailed oriented person who believes in sustainable results from both a business and a product perspective. She was previously in the private investment sector and later on, built and sold her first e-commerce venture in gifting. Subsequently, she founded Mooi Beauty with Emily and is heading the operations.

Who is Emily?
An influencer with a background in wealth planning, Emily birthed the product idea of Mooi Teeth after the teeth whitening kit that she was using at the time got disapproved in Singapore.  She was looking for a new solution for her teeth whitening routine and sparked the idea of creating her own. Emily believes in a balance of value and price point when it comes to products; and creating a supportive women community.

The Idea
Creating a core product that works and is well-loved; the Mooi Teeth Whitening Kit is a 16-minute peroxide-free self-whitening treatment that can be done at the comfort of your own home or anywhere at your convenience.

To complete the oral care experience, Mooi introduced their Electric Toothbrush in August 2020, which was well-received due to its functionality, minimalist design and pretty colours.

Mooi is about self-care;
Mooi is inspired by You and created for You.
Mooi is committed to helping you attain a beautiful, white smile.


If you’re unsure where to start, try our Mooi Selfcare Bundle Kit to kickstart your smile journey with us!