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Hue went viral for its popping boba supplements & is now in four markets
Have you ever actually enjoyed taking a supplement?
For most people, supplements are something you tolerate rather than savour. They rarely taste good, and more often than not, you take them simply because you feel you should.
But homegrown snack brand Hue is trying to change that notion. It combines science-backed, natural ingredients into supplements meant to support mood, offered in formats such as popping boba and gummies.
The products are available in mouth-watering flavors like Osmanthus Oolong, Peach Green Tea, and Passionfruit Tiramisu—what the team describes as a “healthy compromise” that aims to lift moods while still feeling like a treat.
Hue is the brainchild of Singapore-based research and venture-building firm Delightex. We spoke to the business’s CEO, Sophian Abdul Rahman, 50, and Hue’s brand lead, Shaneika Ong, 28, to find out more about the brand and its products.
Solving challenges in mood wellness & mental health
Long before starting Hue, Delightex, founded in 2019, had been extensively researching botanicals and herbs. They saw potential in using them to solve challenges in mood wellness and mental health.
This work culminated in their first venture, Mudo Labs, launched in 2023. Mudo Labs focuses on “aromachology”—a combination of aromatherapy and psychology—and includes products such as an inhaler device infused with mood-enhancing herbs, targeted at highly stressed working adults.
After seeing what Sophian described as “promising results” from Mudo Labs, the team began exploring how mood wellness could translate into different formats.
In late Dec 2023, they started conceptualising Hue, conducting focus group studies with up to 28 participants to test early prototypes and gauge public reception of the idea of a mood-elevating snack.
Encouraged by the early feedback, Hue officially launched in Jul 2024. Unlike Mudo Labs’ inhaler-based approach, Hue was designed as a snackable brand—one that fits naturally into everyday routines. With society becoming increasingly fast-paced and conversations around mental well-being growing louder, Hue became Delightex’s next experiment in making mood wellness more accessible.
The timing was intentional, too. The launch coincided with a growing wellness market: in Singapore alone, it is estimated to be worth US$18.8 billion this year.
Hue uses medicinal botanicals & leverages traditional practices like TCM
One look at Hue’s packaging and you’ll immediately notice its bright, colorful aesthetic. Shaneika shared that Hue is meant to brighten the mundaneness of everyday life, hence its vibrant colours, but beneath that cheerful exterior, however, is a research-heavy foundation.
The company operates a global research network spanning the Philippines, Malaysia, Singapore, the United States, and Japan, focused on developing and continually refining Hue’s products.
Some of the active ingredients used by the brand include medicinal botanicals such as tiger milk mushroom from Malaysia and black carrot leaf from Okinawa, Japan. The team also draws on traditional practices like Traditional Chinese Medicine, Jamu, and Ayurveda in formulating its mood products.
According to Sophian, Delightex’s research has resulted in 14 scientific publications to date. These studies support the efficacy of the botanicals, showing their potential to boost “happy hormones” such as serotonin and dopamine, or reduce cortisol (the body’s main stress hormone) levels—ultimately contributing to improved mood.
Currently, Hue offers three formats: chew (gummies with liquid filling), pop (soft chewy pearls with liquid filling), and burst (popping boba with liquid filling). The chews and bursts are manufactured in Taiwan, while the pops are produced in Japan.
Across these formats, Hue’s products are categorised into four functional purposes: calming, uplifting, energising and fulfilling—each designed to fit seamlessly into everyday routines.
“Let’s say every morning I come to work, whenever I feel stressed, I can just take a chew. It’s like a five-minute recourse, where I can go somewhere else in my mind and then come back,” Shaneika said.
Going viral
From the outset, Hue was designed with Gen Z in mind—a demographic Delightex believes places strong emphasis on mental wellbeing amid mounting societal pressures and is constantly seeking solutions to support their mental wellness.
To reach its target audience, the brand also launched on TikTok Shop after starting their brand website, using shoppable videos and livestreams to engage and educate Gen Z consumers.
The strategy paid off, with the brand going viral early on. Its relatively accessible pricing—starting at S$8.90 per box—also helped.
Over time, and in response to customer requests, Hue expanded to Shopee early this year. Beyond Singapore, this year, the brand entered Malaysia in Apr and Taiwan in Jun, before moving into Hong Kong in Nov. Like Singapore, the brand sells its products online in these markets.
Interestingly, Gen Z isn’t Hue’s only audience. The team also noticed that parents were purchasing Hue products for their children. According to the business’s website, the snacks are safe for consumers aged three and above.
A lot of consumers have also purchased Hue’s products as gifts for their loved ones.
Over time, customer feedback has shaped product development. In response, Hue gradually introduced sugar-free and vegan options for some of its offerings.
“It’s crucial that we keep reiterating as a startup,” Sophian emphasised.
Learning to speak Gen Z
As a young startup, one of Hue’s biggest challenges has been education. “There will be a lot of scepticism for a new concept and product,” Sophian shared. “Everything is new, so it’s a bit challenging—but we’re not giving up.”
In the process of educating consumers, however, Shaneika noted that the Gen Z do not respond well to being lectured. “What we realised is that Gen Z doesn’t really like us to sit down and tell them things,” she said.
Thus, Hue has leaned into trends, humour, and vibrant visuals to communicate its message in ways that feel organic rather than instructional.
The brand has also extended its messaging into offline spaces, including advertisements on MRT trains aimed at young working adults.
While acknowledging that a small group of users may not experience the same effects, she said feedback has been largely positive, and the team remains open to constructive criticism as it continues to refine its offerings.
Rapid growth and offline experiments
Since its launch, Hue has hit several notable milestones. According to Shaneika, Hue recorded close to 500% growth in sales this year compared to 2024 (though it should be noted that the comparison covers only a partial year following the brand’s launch in July 2024). Sophian said this surge has validated Hue’s market acceptance, something the team is very proud of.
“One standout product—the uplifting pop—even sold out twice within a month of restocking across all platforms,” Shaneika added.
Hue has also been actively bridging the gap between online and offline engagement through collaborations. One example is a partnership with I Love Taimei, a bubble tea chain in Singapore with a similarly young customer base.
Earlier this month, Hue’s team was present at several Taimei outlets, engaging customers waiting for their drinks through games and giveaways, distributing vouchers, and introducing the brand’s ethos alongside its product line.
Another milestone for the brand is its retail presence at SGFR, a viral candy store that now stocks Hue snacks across multiple locations in Singapore.
Hue has also partnered with The First Fruits, a fruit gifting business, to create customised gift boxes featuring products from both brands.
Beyond collaborations, Hue has maintained a presence at food trade shows such as VitaFoods Thailand and FHA–Food & Beverage this year, using these platforms to engage international customers and industry players in person.
What’s next for Hue
Looking ahead, Shaneika revealed that Hue is exploring a savoury offering, with a new launch planned for early 2026. This comes in response to increasing customer demands for non-sweet options.
As for advice to other founders who seek to solve novel problems, Sophian kept it straightforward.
“The thing is, you just need to believe in what you’re doing,” he said. “For us, we believe in this idea of mood wellness. We believe in the products that we’re selling.”
There will always be skeptics, questions, and doubts, he added. But staying true to that belief is what eventually leads to progress.
“If you stay true to what you believe in, you’ll start to see some trickle success—and then more and more.”
Featured Image Credit: Hue
