DrGL

Challenge

Competing in the global cosmeceuticals market against billion-dollar giants like Rodan + Fields and BeautyCounter, Singapore-based DrGL faced a pivotal moment.

As a small brand with global ambition, the business needed to scale beyond its home market, expand globally, and build a brand that could stand shoulder-to-shoulder with the category’s most dominant players. But with limited resources and a fiercely competitive space, they needed a brand strategy that could cut through, connect emotionally, and build lasting relationships with young, health-conscious women worldwide.

Idea

Your best work is you.

This empowering idea positioned DrGL as a brand that puts the individual, not the product, at the center. In a category obsessed with perfection, this idea made space for realness. It celebrated women for who they are and what they do, reinforcing DrGL’s belief that skincare should support – not define – you. It cut through the technical clutter of the category with clarity, warmth, and purpose.

The strategy helped transform DrGL from a niche Singaporean skincare label into a purpose-led brand ready for global audiences, blending scientific rigor, emotional connection, and visual elegance into a single, unified identity.

Making the personal powerful.

DrGL wasn’t just another skincare brand. Its products met stringent European safety standards, banning over 180 chemicals allowed in U.S. formulations. That difference mattered, but it wasn’t enough to win hearts or minds on its own.