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About Us

Founded by 2 passionate individuals who are obsessed with gorgeous white smiles, Charlene Oh and Emily Tan created a local beauty and lifestyle brand that is committed to personal care products that are functional, sustainable, affordable yet aesthetically-pleasing at the same time. 

Charlene and Emily saw a gap in the teeth whitening market and noticed that people were experiencing pain from trying to whiten their teeth. From there, they started R&D, carefully curating a peroxide-free home whitening kit that is approved and allowed in Singapore.

Mooi's Timeline:

Research and Development

Their ethos is giving everyone a chance to smile confidently, at the comfort of their own home. A confident smile can greatly improve a person’s quality of life and that’s what Mooi is about. Taking great pride in making sure that the kit is safe for everyone’s use; Mooi is peroxide-free, 100% vegan, HALAL, SGS-certified and HSA-notified in Singapore.

Mooi Badges

Who is Charlene?

The creative brain head with a penchant for visual aesthetics, Charlene is a very detailed oriented person who believes in sustainable results be it in the business or product. Previously worked in a private investment sector and went on to build her first e-commerce in gifting, where the business is now sold, she later founded Mooi with Emily and is running the Head of Operations now. 

Who is Emily?

Emily is an influencer connoisseur who is not only well-connected, she primarily birthed the idea of Mooi, after using another brand of teeth whitening kit that was not approved in Singapore after a backlash. With a background in wealth-planning and a passion for beauty, Emily believes in getting the most bang for your bucks and creating a women-community that she seconds to family. 

The Idea

In the oral hygiene market where most clinical whitening procedures offer costly peroxide-based treatment, the two founders are determined in providing a premium peroxide-free product, which is not just pretty to look at, but also at a price that is affordable to many. Building a core product that is well-loved and reviewed by genuine users, Mooi Teeth Whitening Kit is a 16-minute peroxide-free home kit that can easily be plugged into any mobile device, tablet or laptop. To complete the oral hygiene experience, Mooi recently introduced its electric toothbrush in August 2020 and has also received rave reviews. 

Mooi is about self-care; Mooi is inspired by You and created for You. A brand that is committed for everyone to feel beautiful in their own smile.

If you’re not sure where to start, try our bundle kit to kickstart your journey to a beautiful white smile.