Marvellous Asian Women: How Chin Rui Shan, Founder Of Gooberr, Is Making Mums’ Lives Better

"More support needs to be given to mums because there’s just so much going on with a new addition to the family..."

When women take charge of their own lives they can make the world a better place. This couldn’t be more true than in the case of 30-year-old, Chin Rui Shan, founder of Gooberr. Through her line of lactation products and skincare, Rui Shan is making post-pregnancy easier for mums in Singapore.

“I wanted Gooberr to stand out in a way that it’s not just a brand you go to for lactation cookies or tea. It’s about making a difference, helping mothers one product at a time. Gooberr also carries natural skincare that targets problem issues like rashes and eczema, but without the steroids or parabens, ingredients that can make sensitive skin even worse,” shared Chin Rui Shan, in an exclusive interview with theAsianparent.

I wanted to help make mums’ lives better: Chin Rui Shan

Image courtesy: Gooberr

Inspired by her mother—who was diagnosed with Stage-4 cancer in 2019—Rui Shan knew she wanted to do something for mums.

“When my mum was re-diagnosed with Stage 4 cancer, seeing her go through chemotherapy made me realise that she’s one of the strongest people I know, being poked and prodded every week. It gave me my company’s ethos – I just knew what I wanted to do in that instance. I wanted to help make mums’ lives better somehow, it didn’t matter how big the impact was, I just wanted to do something to help,” explains Rui Shan, who graduated from New York University (NYU) with a Bachelor’s Degree in Finance and holds a Masters Degree in Accounting.

So the same year, Rui Shan—who initially started with a career in finance—put all her savings in a basket and launched Gooberr.

“Mums were able to double their supply from 250ml to 550ml, or from 180ml to 350ml”

Image courtesy: Gooberr

“After starting Gooberr, mums wrote to me telling me how they were so happy that they were able to increase their supply by 20ml, and how that meant the world to them,” she says.

Adding, “Other mums were able to double their supply from 250ml to 550ml, or from 180ml to 350ml. Some also shared how our Boobkies helped make their milk more fatty and nutritious for their babies. International customers all the way from Canada and Indonesia also told me that they love how Gooberr’s cookies are completely free of additives. They shared that couldn’t find something like that where they lived. That’s something that keeps me going. Seeing that we are able to make an impact on mums’ lives all around the world.”

Every new mum matters and so does their feedback

Even though Rui Shan is not a mother herself, her love for her own mother and the desire to help all other new mums pushed her to start her venture so it could impact their lives positively. This is perhaps what makes the company stand out from the rest in the market.

“To me, it was important in the marketing process to get real feedback from real mothers, and not just reach out to my customers using paid advertisements or influencers,” she says.

Rui Shan shares that she was insistent on this crucial feedback from mums, which is why she got mum friends and family members to first test her products.

“I had to first pass the taste test with my family and friends before actually conducting rounds of sample surveys with real mums. I knew I was on the right track when I gave samples to new mums and the feedback was overwhelmingly positive, helping to boost supply and also tasting yummy at the same time,” shares Rui Shan.

“There is a need for us as consumers to be more educated about hidden ingredients”

Image courtesy: Gooberr

As far as the taste and the actual recipe process is concerned, the 30-year-old was adamant it had to be 100% quality.

“It took months of baking almost every other day to come up with a flavour that works within my specifications. At the core of the cookie are a lot of healthy ingredients like oats, flaxseed and Brewer’s yeast, which has a certain flavour profile. I tried many types of fruit like lychee, strawberries, banana and even kaya. But the flavours never seemed to come through. However, I continue to refuse to use extracts or additives to enhance the flavour or texture of the cookies,” she explains.

Rui Shan adds that mums are often fooled by the products in the market that label themselves as ‘safe.’

“Lactation cookies is a product that is heavily marketed to new mums and I felt we can do better for the people we love. I think there is a need for us as consumers to be more educated about the things like hidden ingredients that go into the food we eat. Most sound harmless like vanilla extract but when you break down what extracts are actually made of, key component being propylene glycol. This is a solvent that’s also a common chemical used for car antifreeze! Why consume this even if it’s just a drop?” she notes.

Making Health A Priority For New Mums And Babies

Image courtesy: Gooberr

As a young woman herself, she is determined to make health a priority for new mums. This mean ensuring that the quality of her products is top notch and certified.

“Our products are baked and produced at an SFA Grade A and FSSC Certified Facility. This means hair nets, masks, gloves, and aprons must be worn to ensure we meet global food safety standards. When we saw home bakers forced to close for a period during lockdown, Gooberr wasn’t affected by this,” she notes about the effect of the pandemic on the quality standards of the business.

And even though KPIs (key performance indicators) and OKRs (Objectives and Key Results) are still very much the core of the business, its heart is set on making a new mum’s life comfortable.

All Heart And Love For New Mums

As Rui Shan herself puts it, “I believe more support needs to be given to mums because there’s just so much going on with a new addition to the family. On the one hand, new mums are still healing from the birthing process. Yet, at the same time, they are expected to be a source of nutrition and comfort for their babies. And, even more for their partners and older children.”

“It’s a lot of stress and I think support from partners isn’t enough. Support should also come from employers and businesses as well. For example, in public places, we should not shame breastfeeding mothers, and companies can even provide breastfeeding safe areas if possible,” she adds.

“To help these mums further, I intend to continue creating new products with our company ethos in mind: only the best for our loved ones,” she signs off.