Taking the world's beauty brands to Asia — and Asia's brands to the world.
Henatenn is an Integrated Omnichannel Commerce and Supply Chain Solutions Enabler — distribution, retail and brand-building under one group.
One group. Every stage of your brand's journey in Asia.
Four businesses run as one platform — supply chain, retail, brand-building and e-commerce — so a brand can enter, scale and lead its category without leaving the group.
Global supply chain solutions for beauty businesses — B2B wholesale, e-commerce enablement and automated fulfilment.
Explore Neferti
Premium beauty retail and cross-border e-commerce — stores islandwide, novela.com.sg and 300,000+ members.
Explore Novela
Brand acquisition, distribution and marketing — 14+ exclusive brand partnerships across Asia Pacific.
Explore DTB
The group's online beauty platform — beureka.com, marketplaces and social commerce.
Explore Beureka
"From pushcart beginnings to a multimillion-dollar beauty retailer"
Polytechnic classmates Ben Lin and Eugene Tay parlayed weekend work promoting fragrances in a department store into a multimillion-dollar beauty business that is continuing to expand today — home-grown in Singapore, trading with the world.
The Henatenn storyFrom a weekend side-hustle to a quarter-billion-dollar group
Two polytechnic classmates selling fragrances on weekends in 2010. Today: an integrated beauty group with its own building, automated distribution centre and 300,000-member retail community.
One holding company. Four ways to market.
B2B wholesale and supply chain into 14 markets. "The Beauty Has Arrived."
Multi-brand beauty retail — 6 stores, novela.com.sg and 300,000 members.
Exclusive distribution and brand-building across Asia Pacific.
The group's e-commerce arm, operated by Neferti — marketplaces and beureka.com, shipping to 10 markets.
Don't take our word for it
"Could Novela become Singapore's answer to Olive Young and Sasa?"
CNA Lifestyle"Prospering in the pandemic: home-grown beauty chain targets the big boys"
The Straits Times"From a pushcart to creating Singapore's Sephora"
The Straits TimesThe latest from the group
"Business is never static here at Henatenn."
We are constantly innovating and seizing opportunities for business growth. Join a team that values innovation, integrity and growth.