Magic Soap in the Garden City: Dr. Bronner’s Official Relaunch in Singapore

The top-selling organic and fair trade personal care brand recently held a relaunch event amidst lush greenery and scenic nature to celebrate its return to Singapore

October 10, 2019

SINGAPORE — America’s top-selling natural soap brand, Dr. Bronner’s, celebrated the relaunch of its personal care products in Singapore, after an almost two-year absence that was well-missed by the brand’s fans and loyal users, with an exclusive launch event last Tuesday, October 1. Known for its plant-based soaps, Dr. Bronner’s continues to source all of the major raw materials for its products as organic certified and fair trade certified ingredients.

Photo: (from left) Mr Christopher Quinlivan, Commercial Counselor for Commercial Affairs, US Embassy in Singapore, Mr Michael Bronner, President of Dr. Bronner’s, and Ms Irene Lau, General Manager of Watsons Singapore

“We are delighted to be back in Singapore, the Garden City, and to be able to offer our all-natural soaps and other personal care products with this community through Watsons Singapore,” said Michael Bronner, President of Dr. Bronner’s and fifth generation soapmaker of the Bronner family, who was in Singapore specially for the event. “It was an honor to have had such a wonderful event for our relaunch and are grateful to our inspiring guests and partners who shared the experience with us.”

Organised by Watsons Singapore, the leading beauty, health, and wellness retailer and the exclusive retail partner for Dr. Bronner’s in Singapore, the event was attended by over 50 guests including officials from the US Embassy in Singapore, esteemed members of the media, social media influencers, partners, and friends at Open Farm Community, a rustic restaurant which sources fresh produce and other ingredients from its lush green gardens onsite. Guests were served an all-vegan lunch in line with the brand’s philosophy and environmental ethics.

“We are thrilled to announce our exclusive partnership with Dr. Bronner’s in Singapore, and as a forward-looking beauty, health, and wellness retailer, we are always on the lookout for brands like Dr. Bronner’s that offer the benefits and product efficacy that our consumers want,” said Ms. Irene Lau, General Manager of Watsons Singapore. “In recent years, we have also seen our consumers’ buying behavior trending towards all-things natural, eco-friendly and cruelty-free, as there is more awareness for sustainability and fair trade practices, and so Dr. Bronner’s return to Singapore cannot be more timely.”

During the event, Mr Bronner introduced the brand’s 160-year origins and background on how it all started, sharing with the guests some little-known tidbits about how Dr. Bronner’s was founded by his grandfather, as well as the company’s six “Cosmic Principles” that guide its relationships, soapmaking processes, and brand decisions.

After listening to Mr Bronner’s presentation, guests were able to reflect on the six Cosmic Principles through a hands-on activity, where they weaved colorful organic yarn in the silhouette of a Dr. Bronner’s liquid soap bottle, with six colors that corresponded to each of the six Cosmic Principles displayed throughout the venue.

In addition, the event was made complete through another interactive activity of customised soap-making, where each guest was able to create their own customised blend of Dr. Bronner’s soap using their favorite scents, which were of course made with natural essential oils. Besides their own personalised Dr. Bronner’s soap, everyone was also able to bring home a set of products, including the most popular Peppermint and Lavender Pure-Castile Liquid Soaps.

As the iconic and original scent, Dr. Bronner’s Peppermint Pure-Castile Liquid Soap with its signature blue label was of course the subject of much attention during the event. Providing a refreshing and cooling sensation, it was the scent that Mr Bronner recommended as most suitable for Singapore’s hot and humid weather. With at least 18 documented uses listed on the bottle, Dr. Bronner’s Pure-Castile Liquid Soap is truly a magical multi-tasker.

Guests also discovered more about the fair trade supply chain sourcing behind what goes into Dr. Bronner’s products with the screening of the short film, Journey to Pavitramenthe, which introduced viewers to Bareilly, India,  where more than 1,500 small-scale farmers utilize regenerative organic agriculture practices to cultivate the peppermint oil which goes into Dr. Bronner’s products. Even as it resonates with more and more consumers, Dr. Bronner’s focus on regenerative organic and fair trade ethics has historically been and continues to be part of the brand’s identity.

Dr. Bronner’s is now exclusively available at Watsons in eight varieties of Dr. Bronner’s Pure-Castile Liquid Soaps, which are Peppermint, Lavender, Tea Tree, Eucalyptus, Rose, Citrus Orange, Almond, and Baby Unscented. Five of these scents are also available as bar soaps alongside other personal care products.

Retail prices range from $7.50 for a Lip Balm (4g) to $34.90 for a Pure-Castile Liquid Soap (32oz/947ml). Dr. Bronner’s products are now exclusively available at selected Watsons stores in Singapore as well as on the Watsons SG e-store at


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Download this press release as well as product sheet and hi-res product images at:


For more information, please contact:

INSIDER Communications

Min Fang Chua

+65 6338 7763 / 9046 1181

Watsons Personal Care Stores Pte Ltd

Yi Ling Yue

+65 6908 1900 / 9139 8812


Dr. Bronner’s at a glance

  • Family soapmakers since 1858, spanning 160 years and 5 generations
  • Best-selling natural soap brand in the USA
  • Certified according to the strictest criteria within the natural cosmetics industry
  • Fairly traded organic oils used
  • Free from synthetic preservatives, petrochemicals, synthetic foaming agents or thickeners
  • Vegan (excluding lip balms, containing sustainable beeswax)
  • Certified Cruelty-Free, no animal testing
  • 100% recyclable packaging
  • 100% biodegradable product formulas
  • A third of annual profits support social justice and environmental sustainability


About Dr. Bronner’s:

Dr. Bronner’s is a family business committed to honoring the vision of founder Emanuel Bronner by making socially and environmentally responsible products of the highest quality, and by dedicating profits to help make a better world. Dr. Bronner’s commitment to social justice, environmental sustainability and progressive business practices is part of the company’s mission to put into practice the principles that inform the philosophy printed on the company’s iconic soap labels written by founder Emanuel Bronner. The company is the top-selling natural brand of soap in North America and widely renowned around the world. Based on 2018 sales, a bottle of Dr. Bronner’s soap was sold, on average, every 2.2 seconds throughout the year.

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About Watsons Singapore:

Watsons is Singapore’s leading beauty and health retailer with more than 100 stores located islandwide. Aligned with its philosophy of bringing ‘more’ to customers’ lives, Watsons inspires and enables every one of our customers to look good and feel great so they can enjoy life to the fullest. A strong advocate of preventive care, Watsons has also enhanced its health platform with 41 pharmacies located within its key stores, offering services such as medication dispensing and review, health screening packages and counselling on smoking cessation and minor ailments. Watsons was named as one of HR Asia’s Best Companies to work for in 2018 and also clinched the  2018 Excellent Service Superstar Award by Singapore Retailers Association (SRA).

About Watsons:

Watsons is Asia’s leading health and beauty retailer, currently operating 7,000 stores – more than 1,500 of which are pharmacies, in 13 Asian and European markets, including Mainland China, Hong Kong, Taiwan, Macau, Singapore, Thailand, Vietnam, Malaysia, the Philippines, Indonesia, Russia, Turkey and Ukraine. Watsons continually sets the highest standards in the health, wellness and beauty market, providing personalised advice and counselling in health, beauty and personal care on top of its market-leading product range, making customers LOOK GOOD, FEEL GREAT every day. Since 2009, Watsons has been the No. 1 Pharmacy/Drugstore brand in Asia*. In Europe, Watsons is also the leading Health & Beauty retailer in Ukraine.

Watsons is the flagship health and beauty brand of A.S. Watsons Group.


*Campaign Asia-Pacific/Nielsen’s “Asia’s Top 1,000 Brands” Online Study 2018 of over 8,000 respondents across 14 markets in Asia Pacific region.