HerbalBath: a DTC brand grown on AI video
The direct-to-consumer wellness brand I co-founded in Singapore in 2021, grown to S$200K+ in annual revenue and 30,000+ customers, with acquisition running on AI-generated video ads and UGC.
Overview
HerbalBath is a direct-to-consumer wellness brand in Singapore. I co-founded it in April 2021 and have kept building it alongside every role since; it has grown to S$200K+ in annual revenue and 30,000+ customers.
It is the same loop I work on in trading apps (the first purchase, the second purchase, the referral) with my own money on the line, which makes it the most honest growth lab I have.
Acquisition on AI video
Acquisition runs on AI-generated video ads and UGC, alongside lifecycle and referral campaigns.
The ad creative comes out of Kino, the AI video studio I am building: its Ad Studio compiles a structured ad brief into shots, then into captioned 9:16 and 1:1 ads for TikTok and Meta.
The growth stack I built
- PayNow checkout, so customers can pay by bank QR instead of a card.
- A WhatsApp reorder engine that nudges customers around when a bottle should be running low. It sends utility messages rather than marketing ones, follows up once, and keeps an opt-out through any repeat purchase.
- A referral “captain” kit: short, human-readable codes instead of links, and a share card that drops straight into WhatsApp, because in this audience a person forwarding a message is the distribution channel.
- An SEO content engine: a retrieval-augmented pipeline that drafts Singapore-focused articles.